How we got 75% more e-commerce orders in a single A/B test for this major brand

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The Conversion Wizards, a conversion rate optimization (CRO) consultancy, was entrusted with boosting the conversion rates of a multibillion dollar company.

We used research to optimize the page and ran an A/B test. The winning version, labeled “radical,” resulted in a 75% increase in sales.

The original and double-control pages are actually identical. And to ensure that our judgment is sound, we always include a double-control.

Screenshot from the winning, optimized treatment (above the fold, desktop)

Screenshot from the winning, optimized treatment (above the fold, desktop). Image Credits: Conversion Wizards

Here’s a screenshot of the original page (above the fold, desktop). Image credits: Conversion Wizards

Here’s a screenshot of the original page (above the fold, desktop). Image Credits: Conversion Wizards

We took the average of those two identical pages as the baseline to determine the lift, and it revealed a 75% increase at 99% statistical significance.

Here are the Google optimize screenshots:

Google optimize

Image Credits: Conversion Wizards

Google Optimize

Image Credits: Conversion Wizards

Here’s a link to the full image of the original page.

Here’s a link to the full image of the winning page.

A look under the hood

Before I discuss the changes that produced the lift, it is important that I quickly go over the research that informed those changes. Why? Because it is a critical aspect of the process and too many CRO practitioners do not devote enough attention to figuring out why more site visitors aren’t converting.

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We surveyed both bouncing visitors and subscribers to the Subscribe & Save program. One of the important questions we asked the bouncing visitors was: “If you did not purchase today, what was your reason?”

Written by Ram Iyer
This news first appeared on https://techcrunch.com/2021/07/15/how-we-got-75-more-e-commerce-orders-in-a-single-a-b-test-for-this-major-brand/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29 under the title “How we got 75% more e-commerce orders in a single A/B test for this major brand”. Bolchha Nepal is not responsible or affiliated towards the opinion expressed in this news article.