All posts by Taruna

Thumbnail

Promo Code Box on your Shopping Cart Page could be Bleeding Dollars. A/B Test it.

The Company

Bionic Gloves is an online store that designs and sells a range of gloves, such as golf gloves, fitness gloves, and more. Their focus is to provide customers with gloves that have fine grip, comfort, and durability.

To increase sales from their eCommerce shop, they decided to optimize their website. The task was given to Portland-based marketing & conversion optimization agency, Sq1.

The Test

Sq1 performed many tests on the Bionic Gloves website. In this case study I’ll be taking you through an interesting test that was performed on one of the most important pages of any eCommerce website, the shopping cart page. In fact, one study by Surepayroll estimated that each year eCommerce websites lose a whopping $18 billion because of shopping cart abandonment.

To test their hypothesis that removing the ‘special offer’ and ‘gift card’ code boxes from the shopping cart page would result in more sales and less cart abandonment, they set up an A/B test in VWO.

This is how the original shopping cart page looked like:

Bionic AB - Control

The Result

The test was run on close to 1400 visitors for a duration of 48 days. This is how the variation page (without the code fields) looked like:

Bionic AB - Variation

The primary goal that they were tracking was the revenue made. The variation won and increased the total revenue by 24.7%, and revenue per visitor by 17.1%.

Why the Variation Won?

In the words of David from Sq1, “Anytime you leave the door open for a user to leave the conversion funnel – even if it seems like they’d come right back – you risk losing sales. By showing the Promo Code field on the cart, users were enticed to leave the site in search of a promo code. At that point, the conversion process is interrupted and you are more likely to lose potential customers. As such, hiding it was a very logical test.

A shopping freak myself, I wouldn’t lie that I, too, have gone looking for coupon codes a number of times in the middle of my purchasing process. This, as David pointed out, has a number of risks:

  • The sight of the coupon box triggers visitors to look for one on Google and other places. I did a quick Google search of “Bionic Glove”, and look what I found in the auto-complete searches:
    google_search_result1
    google_search_result_2
  • eCommerce websites also risk losing money to affiliates and websites offering deals, coupons, etc.
  • Many a times, visitors end up finding a better deal on another web store.

To avert this, I have seen many websites now show all available coupon codes right on the product page and also on the cart page. Not only does this help them reduce cart abandonment, but also helps them increase their average order value as many shoppers go ahead and buy more stuff to cross the threshold at which coupons can be applied.

See how Myntra, a fashion ecommerce website based out of India, does this beautifully:

myntra_coupon_codes

Let’s Talk

Tell me what you think about this case study in the comments section below. I am also available for intellectual discussions on CRO and A/B Testing which can fit in less than 140 characters on Twitter @taruna2309. See ya!

8 Checkout Optimization Lessons Based on 5+ years of Testing

The post Promo Code Box on your Shopping Cart Page could be Bleeding Dollars. A/B Test it. appeared first on VWO Blog.

Read this article: 

Promo Code Box on your Shopping Cart Page could be Bleeding Dollars. A/B Test it.

Thumbnail

The Battle between Short and Long Pages Continues. Guess which Scored a Point.

I think I should make a series of all the A/B tests that I have personally come across in which removing a certain element worked for one company, and adding that same element worked for another. (To understand what I mean by element, you should read this post.) After all, every business is different. And so are their target audiences.

Few months back, I came across this wonderful test in which an SEO company went from a content rich page to one with only a form and headline texts, and improved their conversions. I was intrigued, and curious to know the science behind why such pages work, and why even giants like Facebook, LinkedIn and Quora have bare minimum homepages. I have added my findings about why they work, and what the challenges of such a page could be in the same post. Do give it a read.

In fact, we, at VWO, were so inspired by this test that we decided to give it a shot. And hey, have you checked our homepage recently? And may I add, it’s working well for us as well.

For today’s case study, I have a test the bang opposite of this!

The Company

PayPanther is an all-in-one solution for free Online Invoicing, CRM, Time Tracking, & Project Management software for freelancers & businesses.

The Test

PayPanther wanted to test between a long and a short version of the ‘pricing and signup’ page. The first time they made this page, they believed that a shorter page would drive more signups as there would be lesser distraction and content to read. In this test, they setup the original page to be pitted against a page which had 3 more sections: FAQs about pricing, testimonials, and another call to action button asking people to sign up.

This is how the original looked like:

Before

And this is how the new page looked:

After

The test was run for a month on about 1000 visitors and the variation, containing FAQs and testimonials, won! It recorded an increase of 372.62% in signups.

Thrilled by the results, PayPanther has implemented this longer page as their default “pricing and signup” page. They even plan to do further tests to find out the most optimum headlines and button texts.

Why the Variation Won?

  1. The FAQs section answered the common doubts and concerns the website visitors had. It, thus, created a sense of credibility and trust.
  2. Adding testimonials work, always. I am yet to see a test in which adding testimonials hurt conversions. You can look at this, this, and this case study for examples. Of course, they have their own rules and to use them effectively, I suggest you read this excellent post to get the most benefit from testimonials.

Let’s Talk!

Tell me know what you think about this case study. Have a similar test that you did on one of your webpages? Let’s talk about it in the comments section below.

Spread the awesomeness by sharing this post with your network on Twitter, Facebook and LinkedIn.

The post The Battle between Short and Long Pages Continues. Guess which Scored a Point. appeared first on VWO Blog.

Link:

The Battle between Short and Long Pages Continues. Guess which Scored a Point.

Thumbnail

A Marketer’s Great Dilemma — Should Thou Direct to What’s Free or to What’s Paid — A/B Tested

P.S.(the pre-script one): Few days back I did a case study where adding the word “free” increased the button CTR for a company by 99.42%. And when I was looking at this test where a company eliminated the step involving “free”, they actually got a spike in their conversions. No, I am not surprised. A/B testing does question our instincts or what seems right. And a word of caution before I proceed — something that worked for one company, might or might not work for you.

The Company

EzLandlordForms is a typical example of business formed out of, “Solve a pain point. Even better, solve your own pain point!”.

Kevin, the founder, was a landlord back in 2005 when he thought of eliminating the trouble he was facing in creating the perfect lease. He launched the website EzLandlordForms, and since 2006, he along with his team has helped more than half a million landlords manage their properties with great ease. They sell all types of leases – residential, vacation, company, subleases, etc. and have hundreds of free lease forms in printable format.

The Test

To get more revenue from their online business, Brian, the Vice President of EzLandlordForms, signed up for VWO subscription. He tested a number of elements on the website to optimize it. In this case study, I’m going to talk about a test that EzLandlordForms did on their homepage, which increased their revenue per visitor by 20.4% and sales by 32.2%.

The test hypothesis was simple, yet interesting. They wanted to test whether taking the visitors directly to a paid goal from the CTA button was more valuable than a step-by-step approach of taking visitors to free forms first, and then to the purchase goal.

To test this hypothesis, they created 2 more variations of their homepage which was pitted against their original homepage. On their original homepage, the CTA button read “View Free Forms”. Since they offer a lot of printable free forms on their website, the CTA was pretty clear with its verbiage. But the problem was that it wasn’t helping them get paid conversions and account sign-up was a micro-conversion for them. In the words of Brian, “We were concerned the CTA was too indirect, and failed to push users to where they were most likely to convert.

This is how it looked:

Control

Their hypothesis was that by sending people directly to the paid state-specific lease agreements, they could increase their sales. To test this, they created 2 variations. The first variation took them to the intermediate page, same as the control, where they could sign-up for a free account and browse the free forms. The only change in this variation was CTA button text which was changed to “Create Lease”. This, they believed was a direct way to sell visitor paid state-specific leases than asking them to browse through the free ones first.

This is how it looked:

Winning Variation

The second variation went a step further, and even though it had the same text on the CTA button “Create Lease”, it dropped the intermediate page in-between and took users directly to the lease wizard.

The Result

In this test, they tracked 3 goals:

  • Revenue per visitor
  • Purchase conversion rate
  • Free account signup conversion rate

The primary objective of the test was to push people directly to the paid product. The test was run for a duration of 2 weeks and for about 6000 visitors. Second variation, in which they dropped the intermediate step of taking visitors to browse free forms, won and increased the conversion rate of purchase goal by 32.2% and revenue per visitor by 20.4%.

Why did the Second Variation Won?

  • The value proposition offered was different in the variation than in the control. Whereas, the CTA text on control said to view forms, the CTA text on variation was more specific towards the purchase goal and asked the people to create lease.
  • The variation dropped an intermediate step of taking visitors through the free forms. This solved two problems. One, it did not distract(and confuse) people who wanted to buy a state-specific lease by showing the free forms, and two, it eliminated one step towards the purchase goal. And we all know, lesser the friction towards the conversion, higher is the conversion rate.

Let’s Talk

I’d love to hear your thoughts on this case study. Please share them in the comment box below.

P.S.(the postscript one): Please help me realize my sweet dream of getting 500 tweets on my post. If you like the post, do share it with your friends on Twitter. Thanks already! :)

The post A Marketer’s Great Dilemma — Should Thou Direct to What’s Free or to What’s Paid — A/B Tested appeared first on VWO Blog.

See original article here – 

A Marketer’s Great Dilemma — Should Thou Direct to What’s Free or to What’s Paid — A/B Tested

Thumbnail

Still Haven’t A/B Tested Font-Size on your Website? You Could Score 32% More Clicks!

The Company

Who Accepts Amex is an affiliate model website based out of the UK. They list out companies which do and do not accept American Express. Their revenue comes from the commission earned from sales on other websites. Hence, every click on their website literally matters to them.

To optimize their website and get more clicks (and hence more affiliate commission), they approached Lone Goat — a web analytic and Conversion Rate Optimization agency.

Lone Goat began their task with the first step of analyzing data of “Who Accepts Amex” website. This was done to find the most suitable page to begin their optimization efforts. One of their major discoveries during data analysis was — the ‘companies’ page template of the website produced fewer external clicks per page compared to the ‘categories’ template despite having more page-views. Therefore, this page was chosen to perform the first optimization test.

The Test

The first test that they ran was trying out different combinations of font styling — bold, underline, no styling — on the external website links. This test wasn’t successful and the control outperformed all variations.

In the next test, which I’ll be covering in this case study, they decided to take a step further and see the impact font size had on clicks. The goal of this test was to track the number of external website clicks. The control, which had website links in font-size 14px, was tested against 6 variations from font-size 12px to 18px (with 1px increments).

This is how the control looked:

case study - control 14px

The test was run for a duration of 28 days and close to 3100 website visitors became a part of this test.

The Result

After 28 days, the variation with font-size 18px emerged as the winner and recorded 32.68% more clicks. The astonishing part, though, was that the variation with font-size 17px (just 1px less than the winning variation) recorded 16.14% less clicks as compared to the control (14px font-size). All other variations performed somewhat better than the control.

This is how the 18-px version looked:

case study - v6 18px

Why did the Variation with 18-px Font-Size Win?

Well, I don’t have a conversion theory behind this per se. But a larger font-size definitely attributed to more visibility and greater contrast with respect to the other text on the page. Since the same is true for the 17px variation, this reason cannot be stated with absolute certainty. After all, even Google had trouble deciding the perfect blue for their toolbar and they tested between 41 different shades of blue.

That being said, testing font-size is stated as one of the effective ways to increase profits of your website in this wonderful article on Conversion Rate Experts blog. It has also been advised to test font-size in this list of 19 tests to improve conversion rates of your website.

I am still curious why the 17px variation didn’t perform as well as the 16px and 18px versions. I’d love to hear out your theories. Let’s discuss this in the comments section below or on Twitter @Taruna2309.

P.S. Lone Goat is planning to test effects of font-color and font-family in their subsequent tests. Have a suggestion for them? Please do mention it in the comments section below. Have a breakthrough test of your website that you’d like to share? Let’s discuss it at taruna.manchanda@wingify.com. I’d love to feature it on the VWO blog.

VWO Walkthrough

The post Still Haven’t A/B Tested Font-Size on your Website? You Could Score 32% More Clicks! appeared first on VWO Blog.

View article:  

Still Haven’t A/B Tested Font-Size on your Website? You Could Score 32% More Clicks!

Thumbnail

Multivariate Test increases CTA Button Clickthroughs by 9.1%

The Company

Established in 1976 primarily as a residential condominium management organization, Provident Hotels & Resorts quickly evolved into a pioneer of the Condominium Hotel Industry. By 1980, they had established one of the first “condo-hotel” properties on the Gulf Coast of Florida. You can reserve rooms in hotels, resorts and condos in Florida on their website providentresorts.com

The Test

To find out the most promising combination of form title and CTA button text, Sabre Hospitality Solutions Digital Marketing team — the agency hired by providentresorts.com to optimize their website — performed a multivariate test with VWO.

Since the reservation console is visible on all their pages, the test was run sitewide by using *websitename.com* pattern to match all URLs.

This is how it looks:

Provident Resorts Winning Variation Shot 1

And after clicking on the dates, the CTA appears which looks like this:

Provident Resorts Winning Variation Shot2

The original title on the form, “Make a Reservation” was tested against two variations – “Book Your Stay” and “Reserve a Room”. The text on CTA button had four variations – “Check Availability” (original), “Book Now”, “Find Rooms” and “Search”.

They wanted to see which combination of form title and button text would drive most visitors to check for rates and availability of rooms. The goal that was tracked in this test was the clicks on the CTA button.

Since there were 3 variations of the first element (form title) and 4 variations of the second element (CTA button text), VWO automatically generated 12 combinations (3X4) to be pitted against each other.

This is how different variations of the form title and the CTA button text combined to form 12 variations:

MVT table

The Result

The test was run on a total of 27,500 visitors and the traffic was equally split among the 12 combinations.

After the test was run for a month, combination 12 (Reserve a Room and Search) won and recorded 9.1% improvement in CTR.

Why “Reserve a Room” + “Search” combination worked:

In the words of Kelsey, Web Strategy Manager at Sabre Hospitality Solutions, “I think the 12th combination won because the “Reserve a Room” headline describes exactly what the user is trying to do when they click on the call-to-action button. They are going to “Search” for rooms that are available during that timeframe, looking to reserve a room doing the desired timeframe they select. When someone thinks about making a reservation, they may consider that with a reservation at a restaurant. But I think Reserve a Room is specific to hotels to tell the user that they are only looking to reserve a room when they click-through this reservation console to initiate this process. Additionally, search is the immediate action that happens when they click-through to the console.

Let’s Talk

Tell me what do you think about this multivariate testing case study. I’d love to hear your thoughts in the comments section below.

VWO Walkthrough/span>

The post Multivariate Test increases CTA Button Clickthroughs by 9.1% appeared first on VWO Blog.

Visit site -  Multivariate Test increases CTA Button Clickthroughs by 9.1%

Thumbnail

Eliminating One Click + Design Improvement = 33.4% Increase in Conversion Rate

The Company

Dachfenster-rollo.de is an online business dealing in window blinds and skylight curtains and is based out of the Netherlands. It is the exclusive importer and distributor of Bloc products in the country. They also offer customized blinds for all types of windows.

To improve the conversion rate of their website, they hired ClickValue — an online digital marketing agency.

The Test

ClickValue did a series of tests on the Dachfenster-rollo website. In this case study I’ll take you through the details of the test that was set-up on one of the most important pages of the website — the page where visitors were required to select the brand of the blind. Originally on this page, visitors had to click on a downward arrow that opened a drop-down list. They could then select one of the available brands and proceed to a different page to choose other specifications such as size, material and type of blind they required. This is how it looked like:

ab_testing_control

To push more people into the conversion funnel from this page, ClickValue decided to test it against two variations. This test was performed on close to 2000 visitors for a duration of over 50 days with an objective to find out a statistically significant winner out of the three variations.

In the first variation, they replaced the drop down list with names of all brands listed upfront in orange color. This was done with an objective of eliminating the need to click on the drop down list to find the list of available brands. This is how it looked like:

ab_testing_v1

In the second variation, they went a step further and made the list in the form of a series of buttons with the names of brands labelled on them. They also did away with the orange that was used in control and the first variation. Instead, the second variation had a list of big buttons in green color. This is how it looked like:

ab_testing_v2

The goal that they were tracking in this test was the final purchase i.e. conversion of visitors into customers.

The Result

After exactly 53 days of waiting for a statistically significant winner to emerge, the second variation won and increased the conversions by 33.4%.

Both the variations performed better than the original. The first variation also, at 86% confidence, increased the conversion rate by 18.1%.

The key here was making all the information available to visitors upfront and thus reducing the steps required to reach the conversion goal. In the first variation all available brands were shown upfront thus a click was eliminated. The second variation was able to optimize the purchase process further by clearly showing all items in the form of clickable buttons.

Let’s Talk

Good design is the key to optimization. In this case, making the information visually easy to consume made all the difference in the conversion rate. What do you think about this case study? I’ll be happy to talk to you in the comments section below.

The post Eliminating One Click + Design Improvement = 33.4% Increase in Conversion Rate appeared first on VWO Blog.

Continue reading:

Eliminating One Click + Design Improvement = 33.4% Increase in Conversion Rate

Thumbnail

See What @Thomas_Pink_ Learnt When They Tested Their Homepage on 136k Website Visitors

The Company

Thomas Pink is a clothing retail business based out of London, UK. Their shirts are inspired from London’s Jermyn Street, home of traditional British shirt-making. Famed for being the authority on shirting, Thomas Pink slowly expanded their offering to the entire range of clothing for men and women. They have many physical store and also sell and ship their products worldwide on their website thomaspink.com

To get more sales from their website, they decided to optimize the homepage. This was done in conjunction with the team at Practicology — an independent eCommerce consultancy with a global footprint.

In this case study we’ll be covering one of the A/B tests that they performed on the homepage which increased order completions by 12.18%.

The Hypothesis

To push more people through the sales funnel, Thomas Pink decided to test adding a shirt finder navigational tool. This, they hypothesized, would make it easier for people to find a shirt in the color and style of their choice.

Another change that they made, in the same test, was removing the content heavy middle section and thus move up the product images and links. This was done with the objective of simplifying the look and feel of the homepage.

Before I go to the details of the test, see how their homepage originally looked like:

thomas_pink_ab_testing_control

The idea for this test came from a rigorous study of customer data from various sources like analytic data, consumer surveys and on-site questions. They also had many insights from studies of behavior who shopped from their physical stores. One of them being, that the visitors who engaged with the fitting room were more likely to turn into customers. To mirror this behavior online, plus to replicate the ability to ask salesmen for shirts in particular styles and color, they decided to test adding the shirt finder tool right on the homepage.

They also knew that a large part of their customer base was repeat purchasers. “So anything to aid them find a product quicker should help” said Lee from Practicology

This is how the new version of the homepage looked:

thomas_pink_ab_testing_variation

The Test

A total of 136,000 visitors became a part of the test and was ran for 30 days.
They created this test using VWO and tracked 3 things: number of order confirmations (the primary goal), revenue (and revenue/visitor) and engagement.

The result confirmed their hypothesis. Their visitors did find the shirt finder tool useful and it made the purchase process easier. To validate this with numbers, the variation recorded 12.18% increase in orders. The absolute revenue for the new version also increased by 11.6% with a growth of 14.2% in revenue/conversion.

The important learning for Thomas Pink from this test was that their customers cared about ease in purchase. And introducing a shirt finder tool right on the homepage made it easy for users to quickly get to their favorites. Also, the clutter free new homepage, Lee thought, had overarching benefits leading to incremental revenue.

Let’s Talk

This test was run in the month of Sep’14 and seems like Thomas Pink is already at their next test. I can see some new elements introduced on the homepage. Plus, you’ll be greeted with discount upto 60%, do buy yourself a new shirt! :)

Do tell me your thoughts about this case study in the comments section below. And don’t forget to tell me which shirt you bought @taruna2309 on Twitter.

The post See What @Thomas_Pink_ Learnt When They Tested Their Homepage on 136k Website Visitors appeared first on VWO Blog.

Link: 

See What @Thomas_Pink_ Learnt When They Tested Their Homepage on 136k Website Visitors

Thumbnail

Shopping Cart Abandonment Accounts for $18 Billion in Lost Revenue Each Year

In a recent study by Surepayroll on over 19000 consumers, it was found that, on an average, 68% shoppers abandon their online shopping carts. More than 50% of the surveyed users, attributed unexpected costs at checkout as the major reason for not completing their purchase. The second most common reason was that they were just browsing and didn’t really have a purchase intent.

To find out how to reduce the alarming cart abandonment rate of your website, checkout the info-graphic below

shopping-cart-img

The post Shopping Cart Abandonment Accounts for $18 Billion in Lost Revenue Each Year appeared first on VWO Blog.

See the original article here:

Shopping Cart Abandonment Accounts for $18 Billion in Lost Revenue Each Year

Thumbnail

How Removing Cross-Selling Options on Product Page Resulted in a 5.6% Increase in Orders

The Company

Drukwerkdeal is an online printing shop based out of the Netherlands. They deal in a variety of photo products ranging from clothing, corporate gifts, presentations and cutlery to a whole new variety of Christmas-theme gifts like cards, posters and calendars.

The website has a nice warm feel to it owing to all the colorful products they have for offer.

To push more sales from their product pages, Paul at Drukwerkdeal decided to optimize them using Visual Website Optimizer. He went through a number of product pages and realized that the cross-selling message on the pages was not very convincing. And it could just be doing them more harm than good.

This is how one of their product pages looked like (notice the links given in green under product description with an intent to cross sell):

ab_testing_control

The Test

Paul decided to test removing them and see what effect this change would have on their sales. Since this was going to be a big move, he decided to first test this change on only a few product categories. To implement this, he used pattern matching to include some URLs on which they wanted to test.

After removing the cross-selling links, this is how the new product page looked:

ab_testing_variation

More than 14,000 visitors became a part of this test and it was run for 2 weeks. The metrics on which this test was judged were average order value (AOV), number of products purchased per order, add-to-cart conversions and transactions. They pushed all the test data into GA (with a single click while setting up the test) and were able to take out holistic insights from the test on a range of parameters apart from absolute conversions. They also realized that the new page performed better for both the new and returning visitors and all traffic sources, particularly for organic and direct.

The Result

The variation page recorded 5.6% improvement in orders completed. Bolstered by this success, Drukwerkdeal implemented the variation style on all their product pages.

Quoting Paul, “We do a reasonable amount of testing on our website and try to be very curious about all the things we add to our site. I had a sense that it would distract visitors and would have a negative impact on conversions. Now we know that it did.

Why didn’t cross-selling work for Drukwerkdeal?

Marketers, around the globe, swear by cross-selling and up-selling. And why not? Amazon in 2006 was reported to have earned a whopping 35% of their revenue from cross-selling. Do we conclude the days of cross-selling are over? Certainly not!

In case of Drukwerkdeal, here are the things that might not have worked in favor of them:

  1. A few months back, I blogged about how colors can affect the conversions of your website. If you give a 10 sec quick look to the control page, you’ll notice that the orange buttons get the most attention and the next thing striking on the page is the green bar in which they have added the links to other related products. Imagine finding these on every product page and getting distracted from the main goal. The main focus on a product page, just second to CTA button, is to get visitors to notice the product — the product images and its description. The related products links, in the control design, are merging with the product description and thus can lead to distasteful visitor experience.
  2. As rightly mentioned in this excellent article at the-future-of-commerce, the question is not whether to offer cross-sells and up-sells. Rather, it’s how to do it. The way cross-selling was implemented on the original page was not really enticing and neither was it positioned correctly.
    Some ways you can offer cross-sells that will actually sell:

  • Show related products at the shopping cart pages or within the email alert confirming the order. Those are the easiest places to start. See how amazon does the same:
    amazon-screenshot
  • Products should be very relevant to customers’ current order. There is an excellent study which has been done by Altman Dedicated Direct which shows that, as long as you show relevant cross-selling products, customers are ready to buy even if they are slightly on the expensive side. This opposes the marketing myth which says that cross-selling options should typically be 25-35% of the value of the current purchase.
  • Try bundling: phone cases with phone, mascara with eye-liner, assorted seasonings with sauces and so on.

Let’s Talk!

Being a die-hard shopaholic, I have to confess that many times I have bought many more items than I intended. Only because I kept following a loop of “you may like this too”.

What has your experience with cross-selling and up-selling been like? I would love to know your views, both from a customer perspective as well as a seller perspective. Let’s talk in the comments section below.

The post How Removing Cross-Selling Options on Product Page Resulted in a 5.6% Increase in Orders appeared first on VWO Blog.

Read this article -  How Removing Cross-Selling Options on Product Page Resulted in a 5.6% Increase in Orders

Thumbnail

A/B Testing Case Study: Redoing Navigation Bar on Homepage Increased Sales By 15.68%

The Company

Harvard Business Services is a Delaware-registered agent and helps people incorporate their companies in Delaware. They also help their clients form LLCs and corporations and assist with filling their franchise taxes.

To encourage more people to buy their services they decided to redo the navigation bar on their homepage. With that in mind, they tweaked certain tabs, did away with some and also introduced a new tab.

The goal was to get more people to click on the tabs, engage them with the website and ultimately make them buy.

On the original homepage, there were 10 tabs namely — Home, Get Started Now, Our Services, Compare, Learning Center, Blog, Make a Payment, Videos, About Us and Contact Us.

This is how it looked:

ab_testing_control

In the variation, they made a couple of changes:

  1. The “Compare” tab was renamed to “Compare Prices”
  2. “Get Started Now” was renamed to “Form a Company Now”
  3. A new tab “How to Incorporate” was introduced, which is also present as a link in the left pane on the original homepage
  4. The tabs Blog, About Us and Contact Us were removed

Here’s how it looked:

ab_testing_variation

The Test

The test was run on close to 32,000 visitors. The goals that they were tracking were visits to the price comparison page, “How to Incorporate” page. And primarily, the actual sales.

The variation emerged as a winner and recorded 15.68% increase in total orders completed. Visits to the price comparison page and “How to Incorporate” page also increased by 66.26% and 382.45% respectively.

Here’s why I think the variation was able to increase the engagement on their website and also give them a whopping 16% increase in sales:

  1. Renaming the “Compare” tab to “Compare Prices” made it absolutely unambiguous. The word “compare” alone didn’t really give users a clear understanding of what they would see if they click on the tab.

    This was an important business change as Korin, who setup this test, puts it, “This (visits to the comparison page) is especially important for us because we work in a competitive industry and our prices are an obvious way that we stand out from the competition. We’re thrilled that this small change has enticed visitors on our site to click through to a page that compares us with the competition, so that they can be more confident in their purchase.

  2. Changing “Get Started Now” to “Form a Company” made the tone of the tab more authoritative. The new verbiage instilled a sense of confidence and made the mundane process of getting started sound more purposeful.
  3. The new tab “How to Incorporate”, which was originally also present as a link, got them an astounding 382% more visits to the page. This clearly proved to DelawareInc. that a large number of their visitors want to be educated first before they make a purchase.

    Essentially, A/B testing allowed them to hear their users speak — that they needed to understand the process before incorporating their company and wanted to see that information upfront. And not sift through multiple links in the left pane.

    This was an important business learning for HBS. Their analytics tool also told them that a lot of people from this page moved to the final purchase page bridging the much-required gap between bouncing off and making an informed purchase.

Let’s Talk

Korin was thrilled with the results. She told us that she loves VWO and is constantly trying out new tests. Shout-out to Korin — we love power users like you too!

Let us and Korin know your views about this case study in the comments section below.

The post A/B Testing Case Study: Redoing Navigation Bar on Homepage Increased Sales By 15.68% appeared first on VWO Blog.

More: 

A/B Testing Case Study: Redoing Navigation Bar on Homepage Increased Sales By 15.68%