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9.2% Revenue Increase by adding 1 element on Product page
Shopify Customer: Dealsfinder.org (Wearsaga.com)
Short Description of A/B test: Our client (Dealsfinder) offered Free Worldwide Shipping, but it was not so clear and prominent for visitors. And as Shipping terms and price are one of the most important factors in decision-making process of Ecommerce customers, we decided to make it as much prominent as possible.
Key Results:
CRO toolkit used:
Technical Details of A/B test:
Short Description of A/B test: Our client (Dealsfinder) offered Free Worldwide Shipping, but it was not so clear and prominent for visitors. And as Shipping terms and price are one of the most important factors in decision-making process of Ecommerce customers, we decided to make it as much prominent as possible.
Key Results:
- 9.2% Revenue Increase
- 10.7% Ecommerce Conversion Rate Increase
- 9.1% Add-to-Cart rate Increase
CRO toolkit used:
- User Behaviour analysis (Heatmaps, Scrollmaps)
- Heuristic Analysis
- A/B testing with Visual Website Optimizer
Technical Details of A/B test:
- Length: from 16.10.2017 to 30.10.2017
- Targeting: Mobile users that lands on any Product page
- A/B testing tool: Visual Website Optimizer integrated with Google Analytics
- Statistical significance of results - 95%
- Sample Size: 13300 per variation
- Number of Conversions: 384 (Control) and 434 (Variation)
Intro:
Dealsfinder.org (now Wearsaga.com) is a Shopify store selling apparel (mostly Zipped Hoodies with prints) with 6-figures Monthly Revenue Rate.
We started to work in October 2017. It was the 5th A/B test that we implemented on this Shopify store.
A/B testing hypothesis:
Our client (Dealsfinder) offered Free Worldwide Shipping, but it was not so clear and prominent for visitors. And as Shipping terms and price are one of the most important factors in decision-making process of Ecommerce customers, we decided to make it as much prominent as possible.
So our A/B testing hypothesis was that by adding "ALWAYS FREE SHIPPING AND FREE RETURNS" element on the main image of product page we will increase Ecommerce Conversion Rate and Revenue.
As you see, we placed this element above-the-fold to be sure that 100% of product page visitors will see it. In addition to it, we made it the most prominent above-the-fold to focus user attention on it.
Dealsfinder.org (now Wearsaga.com) is a Shopify store selling apparel (mostly Zipped Hoodies with prints) with 6-figures Monthly Revenue Rate.
We started to work in October 2017. It was the 5th A/B test that we implemented on this Shopify store.
A/B testing hypothesis:
Our client (Dealsfinder) offered Free Worldwide Shipping, but it was not so clear and prominent for visitors. And as Shipping terms and price are one of the most important factors in decision-making process of Ecommerce customers, we decided to make it as much prominent as possible.
So our A/B testing hypothesis was that by adding "ALWAYS FREE SHIPPING AND FREE RETURNS" element on the main image of product page we will increase Ecommerce Conversion Rate and Revenue.
As you see, we placed this element above-the-fold to be sure that 100% of product page visitors will see it. In addition to it, we made it the most prominent above-the-fold to focus user attention on it.
Implementation of A/B test with Visual Website Optimizer
For A/B and Split testing we have chosen Visual Website Optimizer as it's one of the most powerful tool on the market and it can be easily integrated with Google Analytics for deep post-analysis.
Testing variation with Free Shipping element was created using HTML/CSS and jQuery in Visual Editor of VWO, so we even didn't need any support from Development Team of the client.
For A/B and Split testing we have chosen Visual Website Optimizer as it's one of the most powerful tool on the market and it can be easily integrated with Google Analytics for deep post-analysis.
Testing variation with Free Shipping element was created using HTML/CSS and jQuery in Visual Editor of VWO, so we even didn't need any support from Development Team of the client.
Results
A/B-test was started on 16.10.2017 and was stopped on 30.10.2017.
As a result of this A/B-test, we increased:
1. Revenue by 9.2%
2. Ecommerce Conversion Rate by 10.7%
3. Add-to-Cart Rate by 9.1%
Split-testing rules:
- 90% Statistical significance of results was achieved in this A/B test.
- A/B test was active within more than 2 Business Cycles (as 95% of all transactions happens on the first visit)
- Both variations had more than 300 Conversions
Learnings for further A/B tests:
Free Shipping and Free Returns promotion impact on decision making process of our audience, so we have to promote it even more aggressively
Next steps:
1. Implement the same A/B test for Desktop and Tablet users
2. Implement A/B test with more aggressive promotion of Free Shipping and Returns on Cart page near the CTA-button.
A/B-test was started on 16.10.2017 and was stopped on 30.10.2017.
As a result of this A/B-test, we increased:
1. Revenue by 9.2%
2. Ecommerce Conversion Rate by 10.7%
3. Add-to-Cart Rate by 9.1%
Split-testing rules:
- 90% Statistical significance of results was achieved in this A/B test.
- A/B test was active within more than 2 Business Cycles (as 95% of all transactions happens on the first visit)
- Both variations had more than 300 Conversions
Learnings for further A/B tests:
Free Shipping and Free Returns promotion impact on decision making process of our audience, so we have to promote it even more aggressively
Next steps:
1. Implement the same A/B test for Desktop and Tablet users
2. Implement A/B test with more aggressive promotion of Free Shipping and Returns on Cart page near the CTA-button.
Ecommerce Data from Google Analytics report
Statistical Significance of A/B testing results
