This US website is a marketplace where consumers can buy and sell used electronics like phones and cameras. They wanted to increase conversions on mobile by adding the USP’s in a top bar – below the main navigation. Clicking on a USP would provide more information in a info popup.
Hypothesis
Adding a USP bar on top of the mobile version of the website will increase the transactions as it will reduce anxiety (no junk, Paypal protection).
Results
The variation beat the control with over 99% significance:
The conversation rate (transactions per session) increased +23% from 0.69% to 0.84%.
Learnings
With limited mobile screen real estate there is a tradeoff between motivational USP information and more product information.
Adding the USPs clearly pays for this marketplace. Trust may be an important element as users do not know who they are dealing with in a consumer to consumer market.
Test details
| Test element |
USP
|
| Page type |
All |
| Test date |
December 2017 |
| Tested by |
TsuNami Click |
Website information
| Company |
Marketplace |
| Market |
E-Commerce, Electronics |
| Language |
English |
