How we got 75% more e-commerce orders in a single A/B test for this major brand

Jasper KuriaContributorShare on TwitterJasper Kuria is the managing partner of CRO consultancy The Conversion Wizards and is the founder of Capital & Growth, an e-commerce education site.More posts by this contributor

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The Conversion Wizards, a conversion rate optimization (CRO) consultancy, was entrusted with boosting the conversion rates of a multibillion dollar company.

We used research to optimize the page and ran an A/B test. The winning version, labeled radical," resulted in a 75% increase in sales.

The original and double-control pages are actually identical. And to ensure that our judgment is sound, we always include a double-control.

Screenshot from the winning, optimized treatment (above the fold, desktop). Image Credits: Conversion Wizards

Here's a screenshot of the original page (above the fold, desktop). Image Credits: Conversion Wizards

We took the average of those two identical pages as the baseline to determine the lift, and it revealed a 75% increase at 99% statistical significance.

Here are the Google optimize screenshots:

Image Credits: Conversion Wizards

Image Credits: Conversion Wizards

Here's a link to the full image of the original page.

Here's a link to the full image of the winning page.

A look under the hood

Before I discuss the changes that produced the lift, it is important that I quickly go over the research that informed those changes. Why? Because it is a critical aspect of the process and too many CRO practitioners do not devote enough attention to figuring out why more site visitors aren't converting.

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We surveyed both bouncing visitors and subscribers to the Subscribe & Save program. One of the important questions we asked the bouncing visitors was: If you did not purchase today, what was your reason?"