Lucardi is the biggest jewelry chain in the Netherlands with around 80 physical stores and a webshop.
Hypothesis
Adding a message below the checkout button to clarify that no account is required – will increase transactions.
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 account is NOT required”.
Results
The variation won:
- Transactions increased by 4% (91% significance)
- Average order value increased by 3% (to €46,78)
Learnings
For Lucardi this small message reduced the friction for the visitor enough to make a difference. Forcing customers to create an account is generally not a good idea (unless you are amazon ..).
Test details
| Test element |
Microcopy
|
| Page type |
Cart |
| Test date |
January 2017 |
Website information
| Company |
Lucardi |
| Website |
www.lucardi.nl |
| Market |
Consumer goods |
| Visitors |
B2C |
| Language |
Dutch |
