Exposing the search bar on mobile Results 32% increase in searches on mobile 51% increase in searches on tablet This also led to an increase in actual sales. Learnings For an … Continued All · Navigation · Clarity (design) · Usability www.matalan.co.uk · E-Commerce, Fashion +32% searches Case analysis View source
Changing the account page header from ‘Don’t have an account?’ to ‘New customer’ Results The variation was a winner: +3% Conversion -4% guest checkout Learnings The account page is often overlooked for optimization. A clear headline makes a … Continued Signup · Headline · Clarity (copy) www.dell.com · Consumer goods, E-Commerce +3% signup Case analysis View source
Changing pagination to infinite scrolling on the listing page “We thought that it was obvious that more items, faster was a better experience. There is a lot of web lore out there to … Continued Search results page · search · Clarity www.etsy.com · E-Commerce -22% purchases Case analysis View source
Changing a review logo in the header with score 8.5 to another with score 9.5 Results To validate the hypothesis 3 variations were tested: Control A: no reviews in the header Variation B: Both ‘Thuiswinkel Waarborg’ and ‘Webwinkelkeur’ with average … Continued All · Symbols / Icons · Trust · E-Commerce, Electronics 8% orders Case analysis View source
Adding USP bar below main navigation on mobile All · USP · Anxiety · Motivation · E-Commerce, Electronics · English +22% transactions Case analysis View source
Changing the product images from white background to ‘real world’ background Results The variation had a 12% conversion rate vs 7% in the control. Learnings The images may help the customers in several ways: Understand the … Continued Landingpage · Image · Clarity cleanriver.com · B2B, E-Commerce · English +71% Add to cart clicks Case analysis View source
Changing the hamburger icon to the word ‘menu’ in the mobile navigation Michel Ferreira – designer at booking.com – was wondering “Are we wrong, and is everyone else right? Is this hurting our users? Do people actually … Continued All · Navigation · Clarity (copy) www.booking.com · E-Commerce, Travel Insignificant clicks Case analysis View source
Making the mobile top navigation sticky Results This resulted in an increase in total interactions, with 10% more interactions with the navigation and 5% more checkout starts. Learnings As mobile pages … Continued All · Navigation · Ease of use · Usability www.matalan.co.uk · Consumer goods, E-Commerce +5% checkouts Case analysis View source
Changing the visability of the leadbox Results The number of signups increased by 50%. Learnings This test shows the importance of drawing attention to your main content / call to action. … Continued Home · Layout · Color contrast www.monito.com · Digital products, E-Commerce 50% revenue Case analysis View source
Changing the color of the number of cart items Research Fonq implemented heatmaps and click event tracking. They found out that most visitors were clicking the shopping cart icon (a red notification indicating the … Continued Checkout · Symbols / Icons · Mobile www.fonq.nl · Consumer goods, E-Commerce +2.1% orders Case analysis View source
Changing the mobile top navigation to a fixed bottom navigation Results The variation did not beat the control. There was one exception, however – the interaction with the basket icon actually increased in the bottom … Continued All · Navigation · Ease of use · Usability www.matalan.co.uk · Consumer goods, E-Commerce Insignificant orders Case analysis View source
Changing the value proposition on the landing page Results The variation was a winner by a landslide: 1890% increase in overall purchases 71% increase in visits to the signup page 2790% increase in … Continued Landingpage · Redesign · Clarity www.myus.com · Digital products, E-Commerce 1890% revenue Case analysis View source
