Website Testing Wins: Tax-Free is Unsurprisingly Popular with Americans

By ​Peter Borden

March 5, 2012

It turns out that you have deals and perks that your customers might not be aware of. For Mighty Leaf, a California-based specialty tea manufacturer and distributor, all it took was a simple piece of creative to remind customers outside of the Golden State that their teaware purchases were tax-free.

Mighty Leaf realized they might have been losing customers by not broadcasting that their products shipped tax-free outside of California, so they set up a quick and easy A/B test to see if customers would respond to being reminded of this tax-free status.

The results speak for themselves: Mighty Leaf saw massive double-digit lifts in both average order value and revenue per session across the vast test audience. So while consumers might say, "No" to taxation without representation, you can cheer "Yes" to representation of no taxation!

Peter Borden is a former marketing strategist at Monetate and was responsible for PPC and email marketing strategy. Peter's also an expert on the psychology of persuasion, influence, and conversion as well as an active iOS developer.

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