Adding free shipping information to the cart page FluidGrowers – an Australian ecommerce company – found out that customers were leaving the cart page due to unclarity about the shipping costs ($9.99 or … Continued Cart · Copy, Message · Clarity (copy) fluidgrowers.com.au · Home & Living · English +39% Cart conversion rate Case analysis View source
Results sorting by ‘Best result’ or ‘Lowest price’ Changing the default sort option from ‘Best result’ to ‘Lowest price’ increases conversion with 6.7%. A bit surprisingly the revenue per visit also increased with 15%. Category · Selection · Relevancy www.dell.com · E-Commerce, Electronics · English +7% transactions Case analysis View source
Adding a top link bar to the mobile navigation While the navigation bar was horizontally scrollable – only the exposed category pages had an increase in pageviews. Home · Navigation · Ability · E-Commerce, Fashion · English +3% transactions Case analysis View source
Changing the title in the main navigation from “Products” to “Shop” Just a small menu title leads to a 3.5% conversion decrease. Note it is was not implemented live (as per September 2019) All · Navigation · Clarity www.dell.com · E-Commerce, Electronics · English -3.5% transactions 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
Removing the € sign before the price on the product page Test Below is the screenshot of the variation on a product page. Results The variation won: the average order value increased by 11%. Learnings Seeing … Continued Product · Price · Loss aversion www.lucardi.nl · Consumer goods · Dutch +11% order value Case analysis
Adding a message about guest checkout below the checkout button (cart page) Test Below is the screenshot of the variation. The text ‘Bestel snel: een account aanmaken is bij ons NIET verplicht” means: “Order quickly: creating an … Continued Cart · Microcopy · Clarity (copy) www.lucardi.nl · Consumer goods · Dutch +4% Transactions Case analysis
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