How we got 75% more e-commerce orders in a single A/B test for this major brand – ClearTips

conversion wizard, a conversion rate optimization (CRO) consultancy, was assigned to boost the conversion rates of a multi-billion dollar company.

We used research to optimize the page and ran A/B testing. The winning version, labeled “Radical”, resulted in a 75% increase in sales.

Native and Dual Control pages are really the same. And we always include double control to make sure our decision is correct.

Screenshot from Winner, Optimized Treatment (Top of the Fold, Desktop)

Screenshot from Winner, Optimized Treatment (top of the fold, desktop). image credit: conversion wizard

Here's a screenshot of the original page (top of the fold, desktop). Image credit: Conversion Wizard

Here’s a screenshot of the original page (top of the fold, desktop). image credit: conversion wizard

We took the average of those two identical pages as a baseline to determine lift, and this revealed a 75% increase at 99% statistical significance.

Here are Google Optimize screenshots:

google optimize

image credit: conversion wizard

google optimize

image credit: conversion wizard

Here is a link to the full image of the original page.

Here is a link to the full image of the winning page.

a look under the hood

Before I discuss the changes that led to the creation of the lift, it is important that I quickly go over the research that informed those changes. Why? Because it is such an important aspect of the process and many CRO practitioners don’t pay enough attention to figure out why more site visitors are not converting.

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We surveyed both bouncing visitors and subscribers for the Subscribe and Save program. One of the important questions we asked budding visitors was: “If you didn’t shop today, what was your reason?”

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