December 12, 2011
There’s more than one way to say the same thing.
A clothing retailer wanted to know how exactly to articulate the sale price of an item on its website. As it turned out in the test, the language used makes a difference in terms of conversion rate, new customer acquisition rate, average order value and revenue per session.
The retailer tested how three slightly different variations on listing an item’s price affected the bottom line.
Upon its completion, the test indicated that version B was the most profitable, yielding a 6.24 percent lift in revenue per session. The conversion rate improved by 3.39 percent, and the average order value increased 2.75 percent.
Even when the core message is the same, it can all come down to how you deliver it. We’ve said it before, and we’ll say it again... it pays to test.
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