As a web design company over the years we have learnt that the most important thing in any business online is understanding your visitors and tracking your conversions. You had wonder what about the impressions ? unique ? and so on and so forth.
As a matter of fact that the most and the only important thing to track with any web business is the customer/visitor behavior.Apart from that all other aggregate matrices may be redundant and or figures. Over the course of years while working with client and their websites we have engaged in multivariate testing and here is a case study.
A client of ours for discussion-sake say (Electronic company) whose website was designed by some other company came to us and said his conversions were very low and wanted a redesign of his web for better conversion.It was obvious that the client had tried every remedy off the shelf for better conversion but for some reason wasn’t able to get conversions higher than 3%. His checkout abandonment was phenomenal (nearly 25%) and he was not sure why so many people who did make up their mind to buy; abandoned in the middle to disappear. The following is a list that I made when he first approached us.
- He had launched his website twice with different designs without understanding effects it would have on the conversions
- Abandoned Pay per click and engaged only in Natural SEO for long time results.
- Signing up and buying every software in the market to aid better conversions without understanding or learning to build high converting pages.
- Randomly guessing which page to concentrate his efforts on.
- Designing tests that did not have any significant conclusions.
- Presuming that more the number of tests more better results – Possibly performing countless tests without applying significant time frame to a particular test.
- Completely misreading an experiment results and reducing the customer conversion.
This client in particular was exhausted as they were a virtual company and their ROI was just breaking even. We strategized with him and I asked him to give us some time to come up with a solution.
Following is a list of things that I prioritized and implemented on his site and some insights along the way.
The first test that I engaged this client was multivariate testing. These tests were only subjected to a 50% of his site traffic
We prepared two different simple type of themes for this client. One of the theme was simple, featuring a lot of electronics on the front and was heavily packed with CTO(call to action). The second involved a yound lady sitting on a chair with a strategically place ” browse catalog” button giving the whole page a sensual look. Surprisingly the second page had a 7% more conversion than the first because the design was not only bold but was self speaking.
The second test involved the landing page along with checkout to be a one page lander as opposed to a five page comprising (login , personal details , address , payment and instruction). By reducing the number of clicks and implementing a one page lander we were able to reduce the checkout abandonment by a phenomenal 9% and his sales increased by overall 5%.All this only withing 50 % of the traffic.
We asked the client to reinstate his PPC campaign. We made him acknowledge that by not engaging in PPC he was just pushing his own business out of the marketplace.
Along with these tests we changed a lot of other placements of simple elements like his menu.We also in our CTO ( primary call to action) explored various phrases: Sign up for free, Sign up, it’s free, Create an account. Create a free account… and did a lot of A/B testing.
As a part of the strategy we also tested the conversion ratio by changing the price of the products. First we increased the price by a dramatic 25 % then we lowered it by 16 % and so on. We noticed that the customers showed more confidence in buying the item when the price was higher than normal.Obviously the client was happy because he was not only increasing his price but was getting better conversion.
In a nutshell within a span of 65 days we increased his conversion to 13% from a meager 3% and reduce his checkout abandonment to 11%.
Understanding and realizing A/B testing on your website may prove extremely successful if done right and in a proper manner. Otherwise it is just like giving a monkey a typewriter and heavily depending on the fact that over the course of time by certain probabilities he will produce the work of Shakespeare entirely by chance !