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.
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’
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?
||big and small banner
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.