26.2% Increase in CTR with a Few Simple Changes for an eCommerce Site (Success Story)

Overview

Client: A Supplements Brand
Split-Testing Platform: Optimizely
Site Type: E-commerce (Single-Product)
Test Approach: Variable Cluster A/B Split Test on 1 Page
Objectives: Increase in Click Through Rate (CTR) on Add to Cart Button

Certain elements of this case study have been redacted to protect the client's privacy.

Commentary and Critique on Original Site (Control)

This supplement company is an eCommerce site that offers a premium supplement product for sale. As such products are supposed to be consumed, it is important to convey the legitimacy of the product to potential customers through the website.

This is the first of 3 tests that we ran for this client. You can find the details of test 2 here and test 3 here.

Original Homepage
Original Homepage (Click to View Larger)

Initial Experience

Visitors to the website were immediately confronted with several buying options when they landed at the control homepage before they even knew what the website was selling. This is another case of "putting the call to action above the fold". It's more important to put the call-to-action at the right part of the prospect's thought sequence.

In essence, you should present the offer at the right time and not try to force the sale down the throat of the customer. This is especially important in a high friction and high anxiety process such as making an online purchase.

We decided to test informing the visitors about the product before presenting them with the buying options.

Value Proposition

It is important to clearly communicate a value proposition on a webpage that is asking for the sale. On the internet, your closest competitor is just a click away. If you don't effectively differentiate your product or service from your competitor, and give them a reason to buy from you, they might just buy from your competitor.

On the control page, that there could be improvements in the communicating the quality and legitimacy of the product. We hypothesized that if these attributes were better emphasized, the company will have more people adding the product to the cart..

Original Buying Options (Click to View Larger)
Original Buying Options (Click to View Larger)

Friction

As mentioned previously, buying options were presented to a visitor of the website even before enough information regarding the product was conveyed to this potential customer.

We hypothesized that this creates friction in the mind of the visitor, and will discourage him from continuing to read more about the product, leading to the visitor not purchasing.

Other than that, the website also offered two variations of their supplement, which differed in strength. This resulted in a total of 5 available options, which can confuse the potential customer.

The placement of these 5 options were also disorganized, creating further confusion for the potential customer. Such confusion leads to difficulty on the customer's part and hinders the buying process.

Anxiety

Given that this is a supplement product to be consumed, it is natural that potential customers are concerned about the quality of the product. However, the original homepage failed to highlight sufficiently the authenticity of their product and the uniqueness of their extraction method. There will be anxiety here on the customer's part as they will be wary of the product.

Treatment Page (Click to View Larger)

Treatment

Based on this preliminary analysis, we moved on to execute certain changes in order to achieve our initial objective of increasing the number of people clicking the "Add to Cart" option.

Value Proposition

To convey the website's value proposition in a more effective manner, we edited the copy on the website in such a way that demonstrated the product's authenticity and legitimacy clearly. To achieve this, we edited the copy regarding the extraction process into a copy that explained to customers why the supplement product is different from others out there in the market.

Original Value Proposition (Click to View Larger)
Original Value Proposition (Click to View Larger)

Treatment Value Proposition (Click to View Larger)
Treatment Value Proposition (Click to View Larger)

Friction

The first step we took to try to reduce friction was to swop rearrange elements of the page. This way, visitors of the website were presented with product information instead of the buying options. This will improve the initial experience of a visitor to the website as well.

Bullet points that promoted the product were also created in order to allow potential customers to absorb the information quickly.

Treatment Bullet Points
Treatment Bullet Points

Pricing options were also changed in order to better reflect the savings that potential customers were entitled to if they bought a larger quantity of the supplement. "Add to Cart" buttons were also edited in order to make them more obvious to the potential customer.

Original Pricing Options
Original Pricing Options

Treatment Pricing Options
Treatment Pricing Options

All these changes were made to try to minimize the confusion experienced by potential customers that was highlighted in our preliminary analysis, guiding them towards the intended conversion goal (clicking the "Add to Cart" option).

Anxiety

We further emphasized the generous 100% money-back guarantee and the free worldwide shipping policy on all products. Having a generous guarantee is a common risk-reversal technique that reduces anxiety.

Having a free shipping policy in place helps to reduce the anxiety by letting the potential customer know that there will be no additional charges for shipping. This was even more important in this case as the client sells to a worldwide audience and shipping charges can get quite prohibitive internationally.

Treatment Guarantees
Treatment Guarantees

Treatment Guarantees
Treatment Guarantees

We also further emphasized the free shipping policy in the form of a icon, to further emphasize in a very visible manner that there would be no additional or hidden delivery charges. The whole "credit card information" graphic was also updated to look more professional.

Original Shipping Logo
Original Shipping Logo

Treatment Shipping Logo
Treatment Shipping Logo

Running the Test

We used Optimizely as the A/B split test platform for this website, and conducted the A/B split testing on one page.

Test Results

Increase in Click-Through Rate (Click to View Larger)
Increase in Click-Through Rate (Click to View Larger)

This initial optimization resulted in a 26.2% increase in number of people clicking the "Add to Cart" option, at a statistical confidence level of 95%.

With such a positive conversion rate resulting from minor tweaks on the website, we decided to take it one step further and radically redesign the entire website. Learn how we conducted a second test on this website which led to an astounding overall 134.48% increase in revenue and 68.63% increase in sales.

Author: Francis Teo (8 Posts)

Francis Teo is the Founder and eCommerce Growth Strategist at the eCommerce Growth Consultancy Bluelambda.


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