About the client
The client is an Australian bed linen seller. They sell direct to consumers online and specialize in bamboo based products. They receive approximately 30,000 to 40,000 visitors per month,mainly via email, Google ads and Facebook.
The store had a healthy conversion rate. But they were looking to maximize revenue with conversion optimization.
Conversion Optimisation research
As part of my CRO research I was looking into their online chat logs. The queries were entered into a spreadsheet and analyzed to find objections users had to purchasing.
I discovered that many users were unsure what items were included in bundles. (Quilt cover, sheets, pillow slips etc.) As a result of their uncertainty, users were not going through with the purchase until the bundle contents were confirmed by the customer support. Some users would convert after, but many didn’t return to purchase.
Hypothesis
My hypothesis was that, for the bundled set products, if the bundle contents were displayed clearly users' questions would be answered and conversions would increase.
A test was run showing the bundle contents in a variation. Tested against the control of not displaying the contents.
The variation design used a ‘What’s included?’ heading, icons and text to convey the contents near the size options in a way that would catch the eye of the user.
A/B Test Details
Because the test would have been very time consuming to develop to test all product bundles. A test was first run on the biggest selling product bundle.
Data showed the test was on the way to being successful.
A decision was then made to invest in development time to roll the test out to all product bundles.
Test Results
The test was an A/B test with a 50 / 50 split in traffic.
The test collected 20,626 sessions over 27 days.
- Version A (Control). Sessions 10,341. Transactions 450. Conversion rate 4.35%
- Version B (Variant). Sessions 10,285. Transactions 500. Conversion rate 4.86%
- Version B won the test with 96% likelihood to be the best and conversion rate uplift of 12%
This result had the potential to increase revenue for the client by about $200k per year.
After being coded into the website the chat logs showed less enquiries about what items were included in the product bundles. This had the added benefit of reducing the load on customer service for the client.