Conversion testing is an invaluable tool for online businesses, especially eCommerce stores.
Here’s a quick stat that puts the benefit in perspective: When you double conversion rates, i.e. increase conversions by 100%, you automatically cut your cost per acquisition in half.
Think about that for a second. A 100% conversion increase halves your CPA. That means if you currently pay $10.00 per order, you can lower that to $5 per order by running a series of A/B tests that combined together double your conversions.
Now think what you could do with that kind of savings. You could:
- Double your advertising budget to get even more customers
- Save the money to invest in other aspects of your business that will help you grow
No matter what you decide to do, there’s a huge benefit to running A/B tests that increase your eCommerce store’s conversion rates.
To help you get started, here are three impressive A/B test results that are extremely useful for eCommerce stores.
Test #1: Veggie Tales
Veggie Tales is a well-known children’s series that has sold over 70 million videos, 15 million books, 7 million CD’s, and many other products and toys based on the shows characters. Many of these products are sold online through the Veggie Tales eCommerce store.
Recently, they decided to redesign their site but wanted to do it in a data-driven way to increase conversions and not just give the site a facelift. To do so, they teamed up with Blue Acorn and used Optimizely for their testing. The result was a 38% increase in year-over-year revenue per visitor and a 42% increase in year-over-year sitewide conversion rate. Here’s how they did it.
First, they removed a large banner from the top of their category pages. This simplified the pages and placed more focus on the products listed below the banner. Here’s the original page followed by the new variation.
The Result: Making this change increased revenue per visitor (RPV) by 17.4% with a 95.3% confidence level.
The Next Test
For the next test, they improved the spacing on product pages and removed distracting attributes that were unnecessarily cluttering the page. Their hypothesis was that if they improved spacing and increased the prominence of the call-to-action button the RPV would increase.
Here’s what the control and the variation looked like.
The result: This change increased RPV by 13.9% with a 96.1% confidence level.
The Next Test
Next, Veggie Tales and Blue Acorn tested some changes on the checkout page. Blue Acorn noticed that this page included the same footer and header information as the rest of the pages, which means there were unnecessary distractions on the most important part of the conversion funnel. They removed these elements and ran another test.
The result: This test improved RPV by 14.3% with a 98.1% confidence level.
The Final Test
The last test they ran was on the homepage. The hypothesis was that making Veggie Tales social icons, including their social follower numbers would provide social proof and increase conversions. The test included the following variations.
The result: This change increased RPV by 36.8% with a 95.7% confidence level.
Summary: All of these changes had a positive impact on Veggie Tales’ RPV and exemplify how much small changes can have a big impact on an eCommerce store’s revenue and conversion rates.
Test #2: soccerloco
Soccerloco worked with Digital Operative to increase conversions on their site by testing two main sections—their homepage and checkout page. Similar to Veggie Tales, they wanted to design based on data and decided to use Optimizely for their testing.
The first test they conducted was on their homepage, which makes sense since a large amount of traffic always flows through a website’s homepage.
Like many other sites, soccerloco used a rotating carousel on their homepage. These frequently get used because businesses want to include multiple offers on a homepage, but there are multiple tests that show carousels aren’t as effective as most businesses think (although eCommerce is one industry where they make more sense than others).
In order to see if their homepage carousel was beneficial, they decided to run a test. The control included the carousel while the new variation left it off. Here’s what the two versions looked like.
The Next Test
In addition to this homepage test, soccerloco ran an experiment on their checkout page to further increase conversions. The original version used radio buttons to ask people whether they wanted to check out as a guest or login. The new version changed this up to use call-to-action (CTA) buttons to draw more attention to these options.
The result: The result of these two tests was an increase in projected revenue by 26%. This is from making two small but important changes on the homepage and checkout page. The improved conversions also covered the full cost of the redesign process which goes to show that successful conversion optimization ends up paying for itself.
Test #3: Express Watches
On many websites, a key way to boost conversions is to increase a website’s credibility. When prospective customers land on a website, they ask, “Is this site credible? Can I trust them with my credit card?” These are important to answer as a way to affirm a site’s credibility.
Express Watches found this out first hand. Through Qualaroo surveys they ran on their site, they identified the main questions visitors had, which included:
- Are they getting the best price?
- Will the watch ordered be the real deal or a cheap replica?
- Is the company/website legitimate?
As you can see, after price, legitimacy was the top concern customers had.
To take care of this problem, Express Watches added a Trust Pilot widget to their site to show reviews that had been written about Express Watches on Trust Pilot. Here’s what the two variations looked like.
The result: The new variation increased conversion rates 58.39% with a 99% chance to beat the original. This result shows how important it is to boost credibility and how effective testimonials are at doing so.
These tests reveal two things:
- Conversion testing can have a significant impact on a sites sales, and
- Seemingly small changes can lead to big improvements.
They also show that certain pages on eCommerce stores are more important than others. These include the homepage, category pages, product pages, and checkout pages. Too much info, extra clutter, or missing information on any of these pages can have a big impact on a site’s sales and conversions.
What’s your take? What are your favorite eCommerce conversion tests? Feel free to leave a comment to let us know. We’d love to hear from you. We’d also love for you to share this post if you found it helpful.