Product Pages Tested: How carefully pinpointing customer anxiety led to a 78% increase in conversion
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Product Pages Tested: How carefully pinpointing customer anxiety led to a 78% increase in conversion

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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 ...

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

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Product Pages Tested: How carefully pinpointing customer anxiety led to a 78% increase in conversion Product Pages Tested: How carefully pinpointing customer anxiety led to a 78% increase in conversion Presentation Transcript

  • Product Pages Tested How carefully pinpointing customer anxiety led to a 78% increase in conversion
  • We’re sharing on Twitter! #WebClinic
  • #WebClinic Today’s speakers Austin McCraw Director, Content Production MECLABS Taylor Kennedy Senior Research Manager MECLABS Ben Huppertz Senior Research Manager MECLABS
  • #WebClinic What do these pages have in common? Logo Logo
  • #WebClinic Anxiety definition C = 4m + 3v + 2(i-f) - 2a © C m v i f a = Probability of conversion = Motivation of user (when) = Clarity of the value proposition (why) = Incentive to take action = Friction elements of process = Anxiety about entering information Wherein: Anxiety: Psychological concern stimulated by a given element in the conversion process.
  • There are two reasons marketers should care about customer anxiety on their product pages.
  • #WebClinic Why should marketers care? Reason #1. Because when we correct for anxiety, we see performance gains. Logo Logo
  • #WebClinic Why should marketers care? Reason #1. Because when we correct for anxiety, we see performance gains. Logo Logo Logo 129% Increase in clickthrough 87% Increase in conversion Logo 262% Increase in conversion
  • #WebClinic Why should marketers care? Reason #2. Because the needed correction often calls for simple and small changes.
  • #WebClinic Why should marketers care? Reason #2. Because the needed correction often calls for simple and small changes.
  • #WebClinic Logo Why should marketers care? Reason #2. Because the needed correction often calls for simple and small changes.
  • #WebClinic
  • Which small changes have the most impact on our product pages?
  • #WebClinic What is the true impact of anxiety?
  • #WebClinic What is the true impact of anxiety? We tested four of these elements to determine their true impact on a specific product page.
  • #WebClinic What is the true impact of anxiety?
  • #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)
  • #WebClinic Experiment: Version A – site security
  • #WebClinic Experiment: Version A – site security Concern: • Is the checkout secure? Corrective: • Version A attempts to reduce anxiety with a security seal. Logo
  • #WebClinic Experiment: Version B – [product] specifications
  • #WebClinic Experiment: Version B – [product] specifications Logo Concern: • Is my device compatible? Corrective: • Version B illustrates compatibility with all devices.
  • #WebClinic Experiment: Version C – description
  • #WebClinic Experiment: Version C – description Logo Concern: • Is this a book I want to read? Corrective: • Version C brings the synopsis to the top of the page.
  • #WebClinic Experiment: Version D – shipping [access] time
  • #WebClinic Experiment: Version D – shipping [access] time Logo Concern: • Can I read this immediately? Corrective: • Version D highlights the short time it takes to begin reading.
  • #WebClinic Experiment : Side by side Logo Logo LogoLogo Version A: Site security Version B: [Product] specifications Version D: Shipping [access] timeVersion C: Description
  • #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%
  • What can this experiment teach us about anxiety that we can apply to our product pages?
  • #WebClinic What we discovered A B D C 10% 30% 50% 70% ConversionRate 1. Every element we tested on the page overcorrected some type of customer anxiety, with some elements performing more effectively than others. Key Principles
  • #WebClinic What we discovered 10% 30% 50% 70% ConversionRate D B A C 2. The effectiveness of each corrective directly related to how it matched the specific concern in the mind of the customer. Key Principles
  • #WebClinic 1. Quality 2. Reliability 3. Security 4. Price Specific Corrections 1. Satisfaction Guarantee 2. Testimonials 3. Third-Party Seals 4. Low-Price Guarantee Specific Sources What we discovered
  • #WebClinic Ease of use Product quality Customer satisfaction Cost justification What we discovered
  • #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
  • #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?
  • Live optimization
  • Company: JPro Primary Audience: Commercial fleet managers Page Purpose: Product page http://bit.ly/1pIbbMz
  • Company: Sunway College Primary Audience: Prospective students 7 Page Purpose: Course information page http://bit.ly/1lyJpjI
  • Company: Ceresnie and Offen Furs Primary Audience: High-end coat wearers Page Purpose: Product information page (no online sales) http://bit.ly/1uCNoeA
  • Company: Precious Moments Primary Audience: Figurine collectors Page Purpose: Product purchase page http://bit.ly/1lCTBGv
  • Company: Bellacor Primary Audience: Interior decorators Page Purpose: Product category page http://www.bellacor.com/
  • Company: Electric Fireplaces Direct Primary Audience: Home decorators Page Purpose: Product page http://bit.ly/STnuae
  • #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)
  • #WebClinic Next Clinic: Version A
  • #WebClinic Next Clinic: Version B
  • #WebClinic Next Clinic: Version C
  • #WebClinic Next Clinic: Side by side Version A Version B Version C
  • #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
  • #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 x