Using the stack of Convert Experiences, HotJar, and Google Analytics, we were able to combine research methods & quickly test the new design.
Rudger De Groot, FounderMintminds
The Dutch retailer lampenlicht.nl has a wide array of lamps to choose from.
The product pages are rich with images, reviews, descriptions, and technical specifications.
In a bid to increase Add to Cart and revenue per visitor, Mintminds delved into qualitative (HotJar) and quantitative (Google Analytics) data for these product pages, and formulated a preliminary hypothesis.
It was clear that visitors paid a lot of attention to the product specs blocks, in particular the Show More link, and they also used a telling combination of category page filters – mainly Fitting, Material, Style, and Shape.
Keeping this in mind several A/B tests were conducted:
Plot-Twist – Surprisingly all 4 tests showed significantly lower add to cart and revenue per visitor. None beat the control.
Mintminds returned to the drawing board and sought context for the data through User Research.
The insights mined were:
Based on these findings a new hypothesis was crafted:
If one important product feature or USP is textually shown below each product image from the second product image onwards (in the carousel) then the number of transactions will increase since buyer information needs will be better served in a location that is already frequently viewed.
A script was run where specifications or attributes that mattered to prospective buyers (as sourced from User Research and Google Analytics) were formulated into statements and placed on the carousel images from the second image onwards.
The test was shown to all segments – new and returning visitors.
For both desktop and mobile.
To prevent the chance of a false positive, only 1 variant was coded.
The original product page, without any tweaks.
It was served to visitors over 28 days.
It was also served to visitors over 28 days.
|Main Goal||(Compared To Control)||Confidence Of Result||Winner|
|Add to Cart||13%||100%||Variant|
|Order Conversion Rate||4.96%||96.1%|
|Revenue per Visitor||6.58%||–|
Drilling into segments, return visitors and those who shopped on smartphones saw a 19% increase and a 15% rise in the Add-to-Cart metric at statistically significant levels with the variant.
This is intriguing since these segments also registered the largest number of sales, after viewing product specifications, pre test.
Product carousels without further context (attribute and spec data) are very similar to a comic strip with empty speech bubbles. Readers fill them in with their own stories, which may not serve your goal of driving more sales.Rudger de Groot
Convert is happy and proud to say that this test was nominated in the category of “The Best A/B Test” for the DDMA CRO awards 2020, and went on to win the Dutch Search Award 2020 for best CRO campaign.
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