FineTuxedos is a premium retailer specialised in mens apparel and formal wear. After a heatmap analysis on the homepage, they noticed that many visitors were clicking on the big red button (‘View packages’) on the smaller banner, further down the page.
Hypothesis
A single banner – instead of two banners with different call to actions – will be less confusing and will lead to more visitors that add products in the cart’
Results
Version D – with just the small banner – is the winner with 39% more people adding product in their cart. For confidentiallity reasons – no absolute conversion rates are given – just the relative improvement. Also there is no data on the actual sales: how many customers purchased the items in the shoppinrg cart?
| Test |
Layout |
Change |
Significance |
| A |
big and small banner |
|
|
| B |
no banner |
31,20% |
94% |
| C |
big banner |
5,85% |
62% |
| D |
small banners |
39,10% |
97% |
Learnings
Having one smaller banner increases ‘add to cart’ conversion. Version D has more emphasis on the stronger call-to-action of the smaller banner, and also moves more products up the page and above the fold. Analysing segment differences between desktop, tablet and mobile would be interesting.
Test details
| Test element |
Layout
|
| Page type |
Home |
| Test date |
January 2012 |
Website information
| Company |
Finetuxedos |
| Market |
E-Commerce, Fashion |
