All over the Web, our product pages are underperforming. It isn’t that we’re losing customers who would never buy the product in the first place, we are simply failing to communicate our products in a way that highlights the most important value and alleviates implicit customer concerns.
According to the recently released MarketingSherpa E-commerce Benchmark Study, the majority of marketers reported their overall e-commerce conversion rate was below 5%. That means for every 100 people, 95 of them don’t convert.
Until we can improve our product pages to help the customers understand the product better, those conversion rates won’t change.
In this clinic, we revealed a real experiment where changes to the product page produced a 78% increase in conversion. You learned:
• Exactly what changes were made to the product page
• Why the changes made the difference
• How you can apply the principles from this clinic to your own pages
8. #WebClinic
Why should marketers care?
Reason #1. Because when we correct for anxiety, we see performance gains.
Logo
Logo
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129%
Increase in
clickthrough
87%
Increase in
conversion
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262%
Increase in
conversion
17. #WebClinic
Experiment: Background
Background: A large e-book retailer.
Goal: To increase the overall number of e-book sales.
Research Question: Which attempt to reduce anxiety will result in the highest conversion
rate?
Test Design: A/B variable cluster split test
Experiment ID: TP1713
Record Location: MECLABS Research Library
Research Partner: (Protected)
19. #WebClinic
Experiment: Version A – site security
Concern:
• Is the checkout
secure?
Corrective:
• Version A
attempts to
reduce anxiety
with a security
seal.
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21. #WebClinic
Experiment: Version B – [product] specifications
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Concern:
• Is my device
compatible?
Corrective:
• Version B
illustrates
compatibility
with all devices.
23. #WebClinic
Experiment: Version C – description
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Concern:
• Is this a book I
want to read?
Corrective:
• Version C brings
the synopsis to
the top of the
page.
25. #WebClinic
Experiment: Version D – shipping [access] time
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Concern:
• Can I read this
immediately?
Corrective:
• Version D
highlights the
short time it
takes to begin
reading.
26. #WebClinic
Experiment : Side by side
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Version A: Site security Version B: [Product] specifications
Version D: Shipping [access] timeVersion C: Description
27. #WebClinic
Experiment: Results
Relative increase in conversion78%Moving the product description up on the page increased conversion by 78%.
Design Conversion Rate % Relative Change
Control 1.92% –
Version A: Site Security 2.56% 33.4%
Version B: [Product] Specification 2.29% 19.1%
Version C: Description 3.42% 78.0%
Version D: Shipping [Access] Time 2.35% 22.5%
28. What can this experiment teach us
about anxiety that we can apply to
our product pages?
33. #WebClinic
What we discovered
3. Location plays an important role. You can more effectively correct anxiety by
moving a corrective element in closer proximity to where the concern is
experienced.
Key Principles
34. #WebClinic
Summary
1. Anxiety is lethal to conversion, and it can often be corrected with a simple,
yet strategic, change to a product page element.
2. The effectiveness of an anxiety corrective is dependent on two essential
factors:
• Specificity – How specific is the corrective to the source of anxiety?
• Proximity – How close is the corrective to the moment of concern?
41. Company: Electric Fireplaces Direct
Primary Audience: Home decorators
Page Purpose: Product page
http://bit.ly/STnuae
42. #WebClinic
Next Clinic: Background
Background: A large audio technology and engineering company offering professional and personal
audio products
Goal: To increase email clickthrough
Research Question: Which email approach will result in the highest clickthrough rate?
Test Design: A/B split test
Experiment ID: TP20173
Record Location: MECLABS Research Library
Research Partner: (Protected)
47. #WebClinic
Live July 9 at 4:00 p.m. EDT
• What changes were implemented in the copy
• How to identify the right call-to-action for an email send
• How you can apply the principles from this clinic to your own email
marketing efforts
Join the next live 35-minute Web clinic
to discover:
Next Clinic: Email Copy Refined
To join live, register at the link below:
MarketingExperiments.com/EmailCopy
Email Copy Refined
How a change in copy approach led to a
25% relative increase in clickthrough rate
48. #WebClinic
See how you can conduct research with us
MECLABS conducts rigorous experiments in the new science of optimization. We apply our
discoveries to help leaders optimize the financial performance of their sales and
marketing programs.
Learn more about how you may be a fit for
a MECLABS Research Partnership:
• Select Research Partnership
Opportunities on the post-webinar
survey
• Contact us directly
info@MECLABS.com
1-877-635-0565
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