Changing banner layout on homepage

Finetuxedos
E-Commerce, Fashion
Home
Focus, Usability
January 2012
+39%
add to cart
Control and variation

+39%

A
B
Control
Control A
Variation B
Variation B
Variation C
Variation C
Variation D
Variation D
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.


Company Finetuxedos
Market E-Commerce, Fashion
Test data
Test element Layout
Page Home
Conversion principle Focus, Usability
Result +39% add to cart

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