If did not have the opprotunity to watch the WhichTestWon.com award ceremony, you missed a fun and insightful Webinar. If you did miss it, you should check out the winners on their website in addition to their case studies. With more people submitting tests ever year, the winners are becoming increasingly interesting and their ideas should inspire you to keep testing on your own site. We are especially psyched because we won 3 medals this year! We are pleased to share our wins with you so you can start dreaming up tests for your own site!
By creating a one page checkout, we succeeded in increasing the conversion rate from the cart step to a final purchase from 28.6% to 37.2%, a 30.3% increase as declared by GWO with a 99% confidence.
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By leading mid-late stage buyers from the search results page to find more product information by adding a ‘see details’ link to move them forward and also giving the the option to add to cart direct on the search results page, we increased conversions from the search results page to a final sale from 3.73% to 7.3% on thepartyworks.com. This is a 68.9% increase.
Since customers to any search results page on an ecommerce site are usually in the mid to late stages of their buying process, they should easily be persuaded to the next step. You can tell what stage they are in by analyzing the keywords in your own site search. In the original search results page for thepartyworks.com, it was not clear where the visitor would be lead when clicking on the images. When they saw the search results they are looking for price, reassurances, and ease of finding the information they needed.
Seeing as prospects were in the mid or late stage of their buying process, they needed be able to add items to cart directly from this search results page. There needed to be a call to action for visitors who were not quite ready to buy yet and needed some specific product information to lead them into the buying funnel. Thepartyworks.com added a call to action to ‘see details,’ and an option to add the item to their cart directly from the product page. The small changes had magnificent results. You can see the original and the winning variation by clicking on the images below.
We suggested that by adding a “you may also like” section to the product page that was also a top landing page, visitors who are deterred by the high price point would not immediately bounce, but rather, navigate to pages that better fit their needs. We could see that the visitors were still doing some preliminary browsing, would want more information about stun guns and tasers in general, and probably were not willing to make a $500 investment in a stun gun right up front.
We were able to lead these early stage shoppers through a scenario where they could get their questions answered and ultimately make a purchase on the site instead of bouncing and looking elsewhere. This micro-conversion rate increased by 18.8% in the variation, which was a huge win because the page was one of the top 3 landing pages on their site. You can view the original and variation by clicking on the images below.
We are extremely proud to be part of the Whichtestwon.com community, and hope you take the opportunity to check out some of the other test winners. More importantly, we want you to be inspired to start or continue testing of all varieties and back up your testing schedule with resources to get everything set up and implemented properly. Need help to start testing? Call us! We can point out the areas of your sight that have the greatest opportunity to increase ROI, create better scenarios for your early, middle and late stage buyers of all personas, and help you implement and set up a testing schedule. You are not alone on your path to start testing and making big bucks!