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Website Performance
Don’t Think. Know.
Case Study: Online Shoppers and Risk Reversal
Qualitative research told us that shoppers were most concerned with the price/value of the product.
Would reducing the shopper’s perceived risk on the cart page increase the conversion rate?
Cart Test | Risk Reversal in the Header
Control
Cart Test | Risk Reversal in the Header
Variation A | Customer Support and Guarantee
Cart Test | Risk Reversal in the Header
Variation B | Security Icon and Customer Support
Cart Test | Risk Reversal in the Header
Variation C | Security Icon and Guarantee
ResultsControl Variation A
Variation B Variation C+4.0%
-1.9% +5.5%
Forecasting Incremental Annual Revenue
Conversion
Rate# Conversions if
All VisitsDelta in
ConversionsAdditional
Orders/DayAdditional
Orders/YearAdditional
Revenue/Year
Control 47.37% 3,912
Variation C (Winner) 49.98% 4,127 215 10 3737 $161,363
Total Visits During Test: 8,258
# Days in Test Period: 21AOV: $43.18
$161K in projected annual revenue
Turn “best practices” into “test practices”
Abbyy | Risk Reversal Test
+4.0%
Control
Abbyy | Risk Reversal Test
+4.0%
Variation A: Security Icon and Guarantee
Results
Control
Variation A
-2.2%
Forecasting Averted Lost Revenue
Conversion
Rate# Conversions if
All VisitsDelta in
ConversionsAdditional
Orders/DayAdditional
Orders/YearAdditional
Revenue/Year
Control (Winner) 26.34% 2479
Variation A 25.76% 2424 (55) (5.5) (2007) ($203,098)
Total Visits During Test: 9410
# Days in Test Period: 10AOV: $101.17
$203K in averted losses by testing a best practice
Case Study: How do Shorter Forms Impact Conversion Rates?
Quantitative research told us that shoppers were leaving the form half-way down the page.
Would shortening form increase the conversion rate?
Form Test | Fewer Fields on Checkout Page
Control Challenger
+12.1%
Turn “best practices” into “test practices”
Form Test | Fewer Fields on Checkout Page
Control Challenger
-15%
What can we learn from this?(optimization is not easy)
Test everything.(best practices = test practices)
Forecast ROI based on test results.
(gains or averted losses)
Optimize to Grow(optimize or die)
Want to learn more about optimization?
CRO Resourcesavangate.com/optimize
Download a free chapter at www.YouShouldTestThat.com
Want to learn more about acquisition?
