Website Testing Wins: A Trick or Treat?

November 10, 2011

Testing product-specific shipping offers around a holiday can lead to higher conversion rates that will leave you craving more.

Without using any IT resources, one online retailer changed messages in header images every day throughout October based on the current throughput of its distribution centers. This flexibility allowed them to target the specific day when a product would be delivered to a customer leading up to Halloween:

Holiday Banner

The retailer, which typically sees as high as four times as much revenue in October, also tested run-of-site header images promoting similar shipping deals with slight variations in creative. In the example below, they tested which header image would perform better between (A) "Free Shipping over $65" (with $4.99 by 10/21 in smaller letters), or (B) $4.99 by 10/21 (with Free Shipping over $65 in smaller letters).

A:

Holiday Shipping Banner

B:

Holiday Shipping Banner

Happy with how easy it was to launch and reach statistical significance for these campaigns, just a couple of weeks later the company quickly added an above-the-fold shopping cart summary that confirmed customers' cart contents and featured product images, shipping fees, taxes and any handling charges.

All of this agile testing drove improvement in conversion rates of up to 15 percent.

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