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In this article you will find out quite interesting A/B testing cases with following tested elements:

  • “Promo-cod” box
  • Service offering
  • Price information
  • Trust Badges

and

  • Homepage menu

Also, the article contains not just “Before-After” images, but the hypothesis, descriptions of tested elements, final results, conclusions and advices from experts in A/B testing.

 

1 case:
How to increase your revenue by 24.7%
by removing the bloc “Coupons” from the checkout page

 

Bionic Gloves – a company, that design and sell a wide range of gloves for different needs.

Tested Element:

Coupons boxes “Gift Certificate” and “Special Offer” on the checkout page.

Hypothesis:

Removing coupons will reduce the number of bounces from the checkout page and increase sales.

 

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Image source: https://vwo.com/blog/10-kickass-ab-testing-case-studies/

 

Why this Hypothesis:

After the users saw the promo-code boxes, they leave the page in hope to find them somewhere and save their money. As you may see below, potential customers really searched these codes. That’s too bad, because they leave the page and it’s through away them from the conversion funnel.

 

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Image source: https://vwo.com/blog/10-kickass-ab-testing-case-studies/

Testing details:
The test covered 1400 visitors and lasted 48 days, so it was enough to obtain reliable results.

What was the result: The revenue and the revenue per visitor jumped by 24.7 % and 17.1 %!

What to learn from this A/B testing case:
Make sure that on the checkout and payment pages there are only necessary elements. Especially avoid the elements, that lead to different, unwanted pages or even take away a potential client from the site.

Expert’s advice: if you really want to use promo-code boxes, the great alternative for placing them is product page, so you:

  • solve the problem with promo-codes searching;
  • stimulate your potential customer to make a purchase giving him a discount on the stage when he may fluctuate to buy or not.

 

 

 2 case: Putting “Top sold Service” on the homepage increased visitors’ involvement by 40.87%

 

Test was carried out on the site of the  company Medien Reich Computer Trainings. The company specialized in programming training courses.

Tested Element:

“Service offering” bloc on the homepage.

Hypothesis:

Replacing ‘course categories’ with ‘Best-selling courses’ on the homepage will boost engagement.

Testing details:

20 days with the statistical significance 99.9%.

 

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Image source: https://vwo.com/blog/10-kickass-ab-testing-case-studies/

What was the result:

User’s engagement on the homepage increased by 40.87!

What to learn from this A/B testing case:

Testing variant won, because it provided visitors with the most useful information and was placed well.
And what about people who came to the site for a certain course? Is this variant suitable for them?

Well, test creators have their own opinion and arguments on this case.
First, the user who knows what he wants usually use “search” form which is located on the homepage and is clearly distinguished among the other elements.
Second, not many visitors know exactly what they want. Therefore, offering them the most popular courses is great solution. And youк aim is to persuade your visitors to click on the course for detailed familiarization.

Expert’s advice:

  • Always try to reduce the number of clicks towards the target action.
  • If possible, place on the homepage the most sold/popular products or services.

 

 

Case 3: Displaying higher prices of the competitors on the product card increased conversion by 10%

 

Test was carried out on the site of the English ecommerce shop Paperstone, that sells different kinds of office supplies.

Tested Element:

Price information on the product card.

Hypothesis:

Displaying higher prices of the competitors will increase the number of clicks to the “Add to Basket” button.

Testing details: 2 weeks, more than 12000 participants.

 

Original page

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Tested variant №1

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Tested variant №2

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Image source: https://vwo.com/blog/10-kickass-ab-testing-case-studies/

What was the result:

The total Paperstone’s revenue increased by 10,67%. However, the number of clicks to the “Add to Basket” button haven’t changed significantly. That’s why it’s hard to arrive at 100% right conclusion.
The first variant almost hadn’t affected to the sales and “Add to Basket” button. Probably because the bloc with the price comparison wasn’t marked visually, so it was hard to the visitors to even notice it.

In the second variant this bloc was framed and the headline “Price comparison” was added. Due to  this small changes this bloc became more noticable for visitors.

What to learn from this A/B testing case:
If you want to make changes like this in your product cart, you should notice:

  • If the price difference isn’t perceptible, your clients may come to your competitors’ sites. In the case of Paperstone  store the price difference with the first competitor is 46$, that’s large enough for showing it. But the price difference in 2$ doesn’t look so persuasively.
  • Think about, is your page/card is still looks attractive and easy for perception after adding extra information?

Expert’s advice:

Don’t forget to point out your competitive advantages on the pages where your users make target actions. Usually product card is one of the main steps in conversion funnel. That’s why placing price comparison here you stimulate your potential clients to dispel doubts and choose your product.

 

4 case: Adding Trust Bages and Changing CTA-button Increased Conversion by 32%.

White Card Courses – a company that provides the courses in construction industry.

Tested Element:

Trust Badges and CTA-button.

Hypothesis:

Adding trust badges and changing the color (from brown to green) and the text (“Click here to purchase” to “Start now”) of CTA-button increase the number of jumps to the pay page.

Testing details:

3 weeks, 6585 participants, 99% of statistical significance.

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Image source: https://vwo.com/blog/10-kickass-ab-testing-case-studies/

 

What was the result:

The number of jumps to the payment page increased by 32%, and rate of clicks on the “Buy now” button increased by 20,9%.

What to learn from this A/B testing case:

  • Guaranty badges increased visitor’s trust to the company
  • When you say:  “Click here to purchase” you push a bit to your visitor and make him scared with too fast decision of purchase. “Start now” just suggests beginning.
  • Highlight CTA-button in contrasting colors. That’s makes it more noticeable.

Expert’s advice:

Use guaranty-elements for strengthen trust with your customers. It can be Security-badges, testimonials, references in the media, money-back guaranty etc. This elements approving customer’s confidence in your company and persuade to make a purchase.

 

Removing Drop-down Menu increased Revenue by 56.43%


The next case study is about Body Ecology store, that sells healthy products.

Tested Element:

Drop-down product Menu on the homepage

Hypothesis:

Using a page with products’ categories instead of Drop-down menu on the homepage will increase sails.

Testing details:

2 weeks

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Image source: https://vwo.com/blog/10-kickass-ab-testing-case-studies/

 

What was the result:

In tested variant the revenue increased by 56.43%, that’s means 8 880$.

What to learn from this A/B testing case:

Despite the fact that generally ecommerce shops use drop-down menu, sometimes they can be effectless.  And this fact is working when we speak about unique or atypical products. Product range in stores of well-known goods is usually clear for customers. But not the same story happens in unique products stores.

That was the problem Body Ecology faced with. Customers opened drop-down menu and saw a large list of unknown categories. As a result they surfing the menu, clicked blindfold and couldn’t select the right product.

In testing variant visitor’s interaction with products’ categories significantly simplified: now they could saw products’ photos and short descriptions. So, the clients stayed satisfied with it and show their gratitude by sales: tested variant brought 9 000$.

Expert’s advice:

If you sell irregular products don’t forget to simplify the search and product selection. Don’t skimp on information and think about usability.

 

So, we hope that all of this A/B testing cases inspired you to start your own A/B test. Keep improving your site, testing it and enjoy your high conversions. See you in part 2:)