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Adding Certificates & Payment Options on Product Pages Increased Clicks on Add to Cart

The Company

Manna is a Hungary-based online store that sells chemical-free, organic and handmade personal-care products like soaps, body butters, essential oils, etc. Their products are available for purchase in Hungary, Germany, Austria and Serbia.

The Hypothesis

Being a Hungarian brand in Germany, they have to deal with a lot of trust issues. To overcome the same they decided to test various certifications and payment seals on the website. The hypothesis was that adding these certificates and payment icons near the “add to cart” button on the product page will increase clicks on the button as well as sales and revenue.

This is how the original product page looked like:

Original product page - Manna A/B test

The Test

The team at Manna decided to a/b test 2 variations of the product page against the original. The first version had a big banner showing the payment options and 3 certificates below it. This is how it looked:

Variation 1 - Manna A/B test

The second version had 2 rows of various certificates. This is how it looked:

Variation 2 - Manna A/B test

The test was run on more than 3000 visitors split equally between the 3 variations.

The Result

Variation 1 won and 11.26% of the visitors, who viewed this version, clicked “add to cart” button, in comparison to 1.48% in original (and 8.73% in variation 2).

Here’s a screenshot of the bar graph from the VWO app showing conversion rate of each variation:

Result graph - Manna A/B test

Why Variation 1 Outperformed the Other Two Versions of the Product Page?

As an online store selling natural and organic items, the pressure on Manna to prove their credibility is much more than any other web-shop selling cosmetics and skincare. This is because in addition to having great product pages and a seamless web experience they also have to constantly re-iterate the fact that they sell authentic natural products made from chemical-free substances. Having certifications, right on product pages, thus helped them boost the clicks on “add to cart” button. This is why even version 2 recorded a whopping increase of 490% in click rate.

Variation 1 emerged as a winner because of showing the certifications and ease of payment option together. This addressed the two most common concerns faced by customers — whether the product is authentic and if their preferred mode of payment is available as an option.

Let’s Talk!

Have you done any tests on your product pages? I’d love to know what you learnt about your visitors from them in the comments section below.

Also, since you are here, why not sign-up for our webinar by Siddharth Deswal on “7 Inspiring Tests to Create High-Converting eCommerce Product Pages”. I promise you lots of useful insights in just 45 minutes on Oct, 29.

The post Adding Certificates & Payment Options on Product Pages Increased Clicks on Add to Cart appeared first on VWO Blog.

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How to Easily Sell Digital Goods Online

There’s a realization that every freelance designer must go through at some point: client work isn’t enough to ensure your long-term financial security. What if you get sick? What if you can’t find clients? What if you want to take a vacation?
One possible answer to this problem is earning passive income — i.e. selling products or services instead of selling your own time. A common way to do this is to sell digital goods such as eBooks, PSD templates, WordPress themes, icons, and so on.

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How to Easily Sell Digital Goods Online