There’s a joke in the marketing world that A/B testing actually stands for “Always Be Testing.” It’s a good reminder that you can’t get stellar results unless you can compare one strategy to another, and A/B testing examples can help you visualize the possibilities. I’ve run thousands of A/B tests over the years, each designed to help me hone in on the best copy, design, and other elements to make a marketing campaign truly effective. I hope you’re doing the same thing. If you’re not, it’s time to start. A/B tests can reveal weaknesses in your marketing strategy, but they…
TL;DR: After 7 months of testing with weBoost, an electronics manufacturer, their website looks radically different and the company has seen an over 100% lift in their year-over-year conversion rate. This is evolutionary site redesign (ESR) at work. Read the full case study here.
Our partnership with weBoost began in the summer of 2015. weBoost is an ecommerce retailer and manufacturer of cellular signal boosters. These boosters provide stronger, more reliable cellular signals while simultaneously enhancing the user’s ability to receive and transmit data.
Beyond the goal of simply increasing ecommerce sales, the weBoost team was looking to fuel their entire marketing program. In order to do that, weBoost executives were also hoping to gain customer insights through WiderFunnel’s proven conversion optimization process: the Infinity Optimization Process™.
At the outset, there were several questions that weBoost was looking to answer through a partnership with WiderFunnel:
What kind of information do we need to provide about our products in order to make the sale?
Are our customers well-informed for the most part, or do they need more technical, descriptive details about our products?
What user flow results in the best conversion rate?
How can we learn about our customers to fuel marketing efforts across the company?
After 7 months of testing, the weBoost website looks dramatically different and the company has seen a lift of over 100% in their year-over-year conversion rate.
The insights achieved along the way have allowed weBoost to broaden their further up-funnel programs as well as boost e-commerce sales. The benefit of conversion optimization, then, is not just about direct sales, but increased brand awareness and overall growth.
And this is only the beginning.
The testing we’ve done with weBoost is a perfect example of evolutionary website redesign (ESR). Their website looks radically different than it did when our partnership began, and it’s converting at a much better rate.
In this case study, you’ll read about several tests we’ve run on 3 key areas of the weBoost site: the homepage, the product category page, and the product detail page. We have been able to redesign the entire website iteratively, based on statistically significant wins on each of these pages: this is evolutionary site redesign in action.
ESR works by implementing a system of continuous A/B split testing throughout an entire website and digital marketing. Rather than relying on gut feeling and flawed intuition, website decisions are made against the crucible of customer actions.
A well-intentioned layout change on the category page goes south
A stronger scent trail on the product detail page leads to a 27% increase in completed orders
WiderFunnel delivers Wilson Electronics [weBoost] a cadence and quality of A/B testing that is game-changing for our brand. Direct sales increases are enabling us to increase our spend on other advertising because of the known performance return. That in turn is driving our overall brand awareness. Put simply, WiderFunnel does not just help us sell directly; it is rocket fuel for our entire cross-channel marketing program.
A year ago we published an article on 11 fundamental guidelines for e-commerce checkout design here at Smashing Magazine. The guidelines presented were based on the 63 findings of a larger E-Commerce Checkout Usability research study we conducted in 2011 focusing strictly on the checkout user experience, from “cart” to “completed order”.
This year we’ve taken a look at the state of e-commerce checkouts by documenting and benchmarking the checkout processes of the top 100 grossing e-commerce websites based on the findings from the original research study.
Concepts of the future for the way we live our lives have been expressed in forms of art, design, movies, comics, and even cartoons. For many decades before man even landed on the Moon, people have been fascinated with space and the endless possibilities it could bring. The future is not only about being in space, though it has a major influence, it lies within your innovative minds and skills as the designer and artist.