Test #1Test Page: Product Pages Variations: 4 Hypotheses:
- Variation 1 (Anxiety Relief): Addressing concerns that the visitor may have when deciding whether to purch ase a product will decrease their anxiety level, therefore increasing conversions.
- Variation 2 (Proximity + Add-on Friction): We noticed that many yes/no options were using select lists instead of radios or checkboxes, and were creating friction by making it seem like it was a multiple-choice question. We replaced these with tickers and used the extra space as a place to put our anxiety-relieving elements.
- Variation 3 (Head-less): Previous tests have shown that shorter headers usually convert better due to browser sizes – We removed the top banner and moved the search box above the navigation to test this.
- Variation 4 (Scarcity): We wanted to test the effect on scarcity on their visitors – we accomplished this by changing the price label to “Today Only:”[/list]
Conclusion: All of our hypothesis had positive results on conversion rates – we ended up putting together all the concepts we learned and implementing them globally.
Test #2Test Page: Category Pages Variations: 1 Hypotheses:
- Variation 1 (Larger Images): With 4 products per row on the category pages, it was hard to see any details of a product without zooming into it. We thought putting just 3 products per row would increase engagement.[/list]
Result: The Variation saw a 22% increase in revenue-per-visitor. The overall conversion rate increased 11%, which means revenue-per-conversion also increase.
Conclusion: Visitors will engage more when product details are clearly visible.