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
MECL...
#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 (wh...
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
...
#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
chang...
#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
specif...
#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 sale...
#WebClinic
Experiment: Version A – site security
#WebClinic
Experiment: Version A – site security
Concern:
• Is the checkout
secure?
Corrective:
• Version A
attempts to
re...
#WebClinic
Experiment: Version B – [product] specifications
#WebClinic
Experiment: Version B – [product] specifications
Logo
Concern:
• Is my device
compatible?
Corrective:
• Version...
#WebClinic
Experiment: Version C – description
#WebClinic
Experiment: Version C – description
Logo
Concern:
• Is this a book I
want to read?
Corrective:
• Version C brin...
#WebClinic
Experiment: Version D – shipping [access] time
#WebClinic
Experiment: Version D – shipping [access] time
Logo
Concern:
• Can I read this
immediately?
Corrective:
• Versi...
#WebClinic
Experiment : Side by side
Logo Logo
LogoLogo
Version A: Site security Version B: [Product] specifications
Versi...
#WebClinic
Experiment: Results
Relative increase in conversion78%Moving the product description up on the page increased c...
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 ...
#WebClinic
What we discovered
10%
30%
50%
70%
ConversionRate
D
B
A
C
2. The effectiveness of each corrective directly rela...
#WebClinic
1. Quality
2. Reliability
3. Security
4. Price
Specific Corrections
1. Satisfaction Guarantee
2. Testimonials
3...
#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 co...
#WebClinic
Summary
1. Anxiety is lethal to conversion, and it can often be corrected with a simple,
yet strategic, change ...
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/1lyJp...
Company: Ceresnie and Offen Furs
Primary Audience: High-end coat
wearers
Page Purpose: Product information page
(no online...
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 ...
#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-ac...
#WebClinic
See how you can conduct research with us
MECLABS conducts rigorous experiments in the new science of optimizati...
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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 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

  • Be the first to comment

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

  1. 1. Product Pages Tested How carefully pinpointing customer anxiety led to a 78% increase in conversion
  2. 2. We’re sharing on Twitter! #WebClinic
  3. 3. #WebClinic Today’s speakers Austin McCraw Director, Content Production MECLABS Taylor Kennedy Senior Research Manager MECLABS Ben Huppertz Senior Research Manager MECLABS
  4. 4. #WebClinic What do these pages have in common? Logo Logo
  5. 5. #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.
  6. 6. There are two reasons marketers should care about customer anxiety on their product pages.
  7. 7. #WebClinic Why should marketers care? Reason #1. Because when we correct for anxiety, we see performance gains. Logo Logo
  8. 8. #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
  9. 9. #WebClinic Why should marketers care? Reason #2. Because the needed correction often calls for simple and small changes.
  10. 10. #WebClinic Why should marketers care? Reason #2. Because the needed correction often calls for simple and small changes.
  11. 11. #WebClinic Logo Why should marketers care? Reason #2. Because the needed correction often calls for simple and small changes.
  12. 12. #WebClinic
  13. 13. Which small changes have the most impact on our product pages?
  14. 14. #WebClinic What is the true impact of anxiety?
  15. 15. #WebClinic What is the true impact of anxiety? We tested four of these elements to determine their true impact on a specific product page.
  16. 16. #WebClinic What is the true impact of anxiety?
  17. 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)
  18. 18. #WebClinic Experiment: Version A – site security
  19. 19. #WebClinic Experiment: Version A – site security Concern: • Is the checkout secure? Corrective: • Version A attempts to reduce anxiety with a security seal. Logo
  20. 20. #WebClinic Experiment: Version B – [product] specifications
  21. 21. #WebClinic Experiment: Version B – [product] specifications Logo Concern: • Is my device compatible? Corrective: • Version B illustrates compatibility with all devices.
  22. 22. #WebClinic Experiment: Version C – description
  23. 23. #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.
  24. 24. #WebClinic Experiment: Version D – shipping [access] time
  25. 25. #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.
  26. 26. #WebClinic Experiment : Side by side Logo Logo LogoLogo Version A: Site security Version B: [Product] specifications Version D: Shipping [access] timeVersion C: Description
  27. 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. 28. What can this experiment teach us about anxiety that we can apply to our product pages?
  29. 29. #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
  30. 30. #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
  31. 31. #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
  32. 32. #WebClinic Ease of use Product quality Customer satisfaction Cost justification What we discovered
  33. 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. 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?
  35. 35. Live optimization
  36. 36. Company: JPro Primary Audience: Commercial fleet managers Page Purpose: Product page http://bit.ly/1pIbbMz
  37. 37. Company: Sunway College Primary Audience: Prospective students 7 Page Purpose: Course information page http://bit.ly/1lyJpjI
  38. 38. Company: Ceresnie and Offen Furs Primary Audience: High-end coat wearers Page Purpose: Product information page (no online sales) http://bit.ly/1uCNoeA
  39. 39. Company: Precious Moments Primary Audience: Figurine collectors Page Purpose: Product purchase page http://bit.ly/1lCTBGv
  40. 40. Company: Bellacor Primary Audience: Interior decorators Page Purpose: Product category page http://www.bellacor.com/
  41. 41. Company: Electric Fireplaces Direct Primary Audience: Home decorators Page Purpose: Product page http://bit.ly/STnuae
  42. 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)
  43. 43. #WebClinic Next Clinic: Version A
  44. 44. #WebClinic Next Clinic: Version B
  45. 45. #WebClinic Next Clinic: Version C
  46. 46. #WebClinic Next Clinic: Side by side Version A Version B Version C
  47. 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. 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 x

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