August 27, 2012
Keeping my promise from earlier in the year to tell you about successful product badging efforts as they develop, I've rounded up some new A/B testing champions that have produced really nice gains.
The first two wins, in particular, are important to consider now that consumers are getting ready to start their holiday shopping: free shipping (as noted in our infographic on the subject) and urgency are key factors in persuading visitors to convert. The third win is a great example of how badging can be leveraged as part of a more strategic, site-wide merchandising effort.
Almost Gone badging: A specialty products retailer scored equally impressive lifts in conversion, 16%, and add-to-cart rate, 21%, by letting visitors know when an item is low in stock.
Ships Free badging: By calling attention to products that don't incur shipping fees, an electronics/specialty goods retailer boosted its conversion rate by 4.95% and, even better, its new customer acquisition rate by 6.76%.
Get Dressed: Check Out Our Dresses! badging: Here's proof that you can, and should, extend badging beyond product thumbnails and product detail pages. An apparel retailer used a badge on its homepage and category page heroes to connect with return visitors who had purchased from a particular sub-category in the past—in this example, dresses. Two big benefits here: 1) the hero images are above the fold, getting immediate attention; and 2) the badge is targeted to purchase affinity, helping the customer access the merchant's dress section in just one click from these main navigation pages. The result was a solid 11.15% increase in average order value for this target segment.
There you have it—three great badging ideas to apply to your merchandising challenges. Steal smart!