The Link Bar, an Ecommerce Mobile Homepage Navigation Alternative (to the Hamburger Menu)
Recent AB tests we’ve done suggest that many ecommerce sites could see an increase in mobile conversion rate by adding a “bar” of navigation links at the top of their mobile homepage, instead of relying solely on the hamburger menu. We’re calling this a “Top Nav Link Bar”, or just “Link Bar”. The Link Bar […]
Two ecommerce upsell AB tests that were worth $2 million+ in annual revenue
Not presenting related items at the shopping cart step could be costing many ecommerce stores millions in potential revenue. In particular I’ve noticed while large, well known brands do this consistently (see examples below), mid-size ecommerce stores often don’t, and that’s likely a mistake. In this article, we’ll show data from two AB tests where […]
SaaS conversion optimization case study: 10% more signups by emphasizing benefits over features
Let’s be upfront here, this is, in the end, a features versus benefits case study. But there are a few reasons this one is worth reading. First, unlike every other marketing expert telling you to focus on benefits over features with no data to back it up, we actually AB tested it, so there’s data […]
The Two Safeguards to Stopping an AB Test
I feel like I can spend only spend a few paragraphs and a graph motivating why waiting for statistical significance is important in AB testing. Here is a test we ran for an ecommerce client: The goal we are measuring here is successful checkouts (visitors reaching the receipt page). The orange variation is beating the blue […]
Ecommerce Goals for Optimizely or VWO: What goals should you use in AB tests?
I see a lot of clients use just these goals on ecommerce AB tests in Optimizely or VWO (Visual Website Optimizer): Engagement (included by default by Optimizely) Revenue Checkouts That’s a good start (Except engagement, have you ever made an actionable decision based on the engagement goal?). But you could get a lot more information […]
eCommerce Copywriting Case Study: 3 Advanced Tactics We Used to Increase Product Page Conversion Rates 13.9%
We partnered with copywriter Brian Speronello of Accelerated Conversions on this project. This case study was written by Brian and edited by Devesh and Brian. Writing powerful eCommerce copy that improves conversion rates is one of the most effective ways to generate more revenue for your online business. Just by changing the words your visitors read […]
Should you AB test large site redesigns, and if so how?
An issue that’s come up with more than one client for us recently is when a large site redesign is “in the pipeline” and people in the company disagree about whether or not they should test the large redesigns or feature release. The arguments for not testing large site redesigns is usually some flavor of the […]
The ROI of AB Testing: When is AB testing worth it?
I have a simple 2-step criteria for determining if AB testing has a high enough ROI to be seriously considered for your marketing team: Criteria #1: Your business makes $2,000,000 or more in revenue Criteria #2: You get 100,000 monthly unique visitors or more to your site Yes, like any numerical “cutoff”, these numbers are […]
The Usability vs. Desirability Framework for Conversion Rate Optimization
Truth be told, optimizing a website is a daunting task. The same anxiety that makes writers stare at a blank page for hours or a musician futz around with their instrument for an afternoon is what makes it so hard. It’s this question that gnaws at you: Where should we start? There are big things: Let’s redesign the […]
Checkout Form Optimization: Try Asking for Zip Code First
If you have a payment or checkout flow on your site, you should test asking for Zip Code first, and fill in the buyer’s City and State for them. This should make it easier for them to fill in the form and, ideally, increase checkout rate and thus revenue. Doing this is not as hard […]