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13.1% Revenue Increase from Product page test
Shopify Customer: Dealsfinder.org (Wearsaga.com)
Short Description of A/B test: After analysis of Google Analytics and Shopify data, we have found that the majority of customers purchase just 1 item per transaction. Based on these data, we expect that by removing "Cart page" step we will increase Revenue and Ecommerce Conversion Rate (so when user clicks on "Buy It Now" button on Product page, Cart page will be skipped and he will be redirected to Checkout)
Key Results:
CRO toolkit used:
Technical Details of A/B test:
Short Description of A/B test: After analysis of Google Analytics and Shopify data, we have found that the majority of customers purchase just 1 item per transaction. Based on these data, we expect that by removing "Cart page" step we will increase Revenue and Ecommerce Conversion Rate (so when user clicks on "Buy It Now" button on Product page, Cart page will be skipped and he will be redirected to Checkout)
Key Results:
- 13.1% Revenue Increase
- 12.7% Ecommerce Conversion Rate Increase
CRO toolkit used:
- Google Analytics analysis
- Shopify Analysis
- A/B testing with Visual Website Optimizer
Technical Details of A/B test:
- Length: from 09.10.2017 to 20.10.2017
- Targeting: All users that click on ATC (Add-to-Cart) button
- A/B testing tool: Visual Website Optimizer integrated with Google Analytics
- Statistical significance of results - 95%
- Sample Size: 3330 per variation
- Number of Conversions: 148 (Control) and 168 (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 4th A/B test that we decided to implement on this Shopify store.
A/B testing hypothesis:
After analysis of Google Analytics and Shopify data, we have found that the majority of customers purchase just 1 item per transaction. So we assumed that if we skip the Cart page step in Conversion Funnel, we don't have high risks that AOV and Total Revenue will decrease, but we will simplify conversion flow and remove the step where we lose 40% of potential customers.
Based on these data, we expect that by removing "Cart page" step we will increase Revenue and Ecommerce Conversion Rate (so when user clicks on "Buy It Now" button on Product page, Cart page will be skipped and he will be redirected to Checkout)
Preparation of testing variation:
To implement this A/B testing hypothesis we had to change the logic behind ATC button. So when visitor clicked on ATC button, he had to be redirected directly to Checkout page.
Due to high-skilled developers in Dealsfinder team, we have found solution that worked using JavaScript added to testing variation in Visual Website Optimizer. You can see how it worked on Screencast below:
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 4th A/B test that we decided to implement on this Shopify store.
A/B testing hypothesis:
After analysis of Google Analytics and Shopify data, we have found that the majority of customers purchase just 1 item per transaction. So we assumed that if we skip the Cart page step in Conversion Funnel, we don't have high risks that AOV and Total Revenue will decrease, but we will simplify conversion flow and remove the step where we lose 40% of potential customers.
Based on these data, we expect that by removing "Cart page" step we will increase Revenue and Ecommerce Conversion Rate (so when user clicks on "Buy It Now" button on Product page, Cart page will be skipped and he will be redirected to Checkout)
Preparation of testing variation:
To implement this A/B testing hypothesis we had to change the logic behind ATC button. So when visitor clicked on ATC button, he had to be redirected directly to Checkout page.
Due to high-skilled developers in Dealsfinder team, we have found solution that worked using JavaScript added to testing variation in Visual Website Optimizer. You can see how it worked on Screencast below:
Split-testing using 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.
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.
Results
A/B-test was started on 09.10.2017 and was stopped on 20.10.2017. As it was implement for both Mobile, Desktop and Tablets users, we analyzed results for them separately, because user behaviour can vary on different types of devices.
Due to segmented post-test analysis we got interesting results:
Skipped Cart logic even slightly decreased Revenue and Ecommerce Conversion Rate for Mobile segment, but it increased the same metrics by 13.1% and 12.6% for Desktop and Tablets users.
As a result of this A/B-test, we increased:
1. Revenue by 13.1% for Desktop and Tablet users
2. Ecommerce Conversion Rate by 12.6% for Desktop and Tablet users
Split-testing rules:
- 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 100 Conversions
Learnings for further A/B tests:
1. Skipped cart doesn't decrease AOV because our target audience buys only 1 product per purchase, so we can implement it for 100% of Desktop and Tablet traffic
2. Skipped cart increased Conversion Rate and Revenue only for Desktop and Tablet devices, while on Mobile Conversion rate slightly decreased.
Next steps:
A/B-test was started on 09.10.2017 and was stopped on 20.10.2017. As it was implement for both Mobile, Desktop and Tablets users, we analyzed results for them separately, because user behaviour can vary on different types of devices.
Due to segmented post-test analysis we got interesting results:
Skipped Cart logic even slightly decreased Revenue and Ecommerce Conversion Rate for Mobile segment, but it increased the same metrics by 13.1% and 12.6% for Desktop and Tablets users.
As a result of this A/B-test, we increased:
1. Revenue by 13.1% for Desktop and Tablet users
2. Ecommerce Conversion Rate by 12.6% for Desktop and Tablet users
Split-testing rules:
- 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 100 Conversions
Learnings for further A/B tests:
1. Skipped cart doesn't decrease AOV because our target audience buys only 1 product per purchase, so we can implement it for 100% of Desktop and Tablet traffic
2. Skipped cart increased Conversion Rate and Revenue only for Desktop and Tablet devices, while on Mobile Conversion rate slightly decreased.
Next steps:
- Redistribute all traffic to testing variation for Desktop and Tablet users and create task for Dev Team to implement it in Production.
- Remain standard Add-to-Cart process for Mobile users.
Ecommerce Data from Google Analytics report only for Desktop and Tablets users
