Tinytotties is an e-commerce site which sells baby bedding sets and kids room decor. We ran 3 experiments for them and saw some nice improvements in conversion rates as well as revenue-per-visitor in all 3 tests. They did a great job helping us develop the experiments. It’s important to setup global tests when testing e-commerce sites and their team did a great job implementing our tests.

Test #1

Test 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]
The Variations (Click to enlarge):
control 3 Consecutive Wins for TinyTotties.com
Control LP 7.01%
2.5 3 Consecutive Wins for TinyTotties.com
Anxiety Relief:+31.91%
3.5 3 Consecutive Wins for TinyTotties.com
Proximity + Friction:+20.55%
4.5 3 Consecutive Wins for TinyTotties.com
5.5 3 Consecutive Wins for TinyTotties.com
Scarcity: +4.07%

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 #2

Test 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]
The Variations (Click to enlarge):
var 1 3 Consecutive Wins for TinyTotties.com
Control: 7.01%
vAr 2 3 Consecutive Wins for TinyTotties.com
Anxiety Relief: +22% Revenue-per-visitor

Result: The Variation saw a 22% increase in revenue-per-visitor. The overall conversion rate increased 11%, which means revenue-per-conversion also increase.

result 300x53 3 Consecutive Wins for TinyTotties.com

Conclusion: Visitors will engage more when product details are clearly visible.

Test #3

Test Page: “You may also Like” Variations: 1 Hypothesis:  On this particular site, visitors were being sent to a recommendations page after hitting “add to cart”, instead of the cart page. We wanted to see how effective this was, so we set up a custom funnel in Google Analytics. We found that the recommendations page had a pretty high exit rate – about 60%. We wanted to test the effects of removing this un-necessary step.
test3 238x300 3 Consecutive Wins for TinyTotties.com
  Results
fresult 300x140 3 Consecutive Wins for TinyTotties.com
  Conclusion: Removing this extra step increased overall revenue-per-visitor by 32.91%.   Want these types of results on your site? You should hire us.