User Testing ROI

1. MANHATTAN FRUITIER
Case Studies
User Testing Case Studies

2. 1
Case Study 1: Manhattan Fruitier
Industry: eCommerce
Elements: ProductImage, Font Size, Call to Action
Goal:IncreasetheeCommerceSales
ManhattanFruitier,a NY based company whichdelivers customized fruit and gourmet baskets
nationwide.
TheTest
The primary goal was to increase sales. Researched(User Testing Blogs, UX Blogs), Analyzed and
decided, followingthe recent UX trends for instance larger typography,large product images and
prominent CTA can solve the problem. Based upon the findings we designed variation to test
against the controlproduct description page .
1 (variations of Font Size) x 1 (variations of ProductLarge Image) = 1
Control ProductPage Screenshot
Here is the screen shot of original product page.
We always relies on data analysis and our users so tested this variation and control page for two
weeks on huge traffic coming from different devices and platforms.
Variation
Larger ProductImage
Larger ProductName and Description Font
Larger CTA Font

3. 2
ProductPage

4. 3
Result
" An image speaks a thousand words" Variation with the large image and more easy to ready
product description was the winner . Productlarge image and clear description and prominent CTA
created better experience forthe users to take their online purchasing decision. This good looking
experience resulted straight increase of sales by About 7.95% and more on special occasions.

5. 4
Case Study 2: Manhattan Fruitier
Industry: eCommerce
Elements: Free Shipping strip above the header
Goal:Enhanceonlinebusiness&increasesales
While browsing e-Commerce websites, Imagine being a user the words "Free", "Free Shipping"
always grab our attention . We are ever ready and excited and try to response the offer . Its
marketing tactic,unfortunately the offeris only applicable on orders above certain time, certain
amount, some product categories or some geographical locations .
Manhattan Fruitier wanted to enhance their online business and off course sales. With the help of
analytics, we found that our customers are interested in the products but were hesitant about
purchasing online. We decided to give an incentive to buy online, would possibly solve the problem
and meet business goal.
TheTest
For testing we ran an A/B Test(Equally Divided Traffic) tofind out whether this incentive willwork
for users and the organization . Designed a variation with clear "Free Shipping" strip abovethe
header whichis linked to applicable free shipping products page .

6. 5
Homepage
This is how the controlpage looks like

7. 6
Variation
"Free Shipping" strip on the home page above header.
Result
Variation was the winner by the increase in average order value by 9.5% . The research showed
about 50% of online business cite conditional free shipping, as the most winning marketing tool. It
also grab confidence leveland competitor edge. And weknow that where is lackof free shipping we
are not that excited .