By Luke Hardwick
August 15, 2018
Are you thinking about testing on your digital channels, or have you been running a testing program but are interested in learning more? You’ve come to the right place. Think of this blog series as a catalogue of optimization tests, where you can learn about what went right, what went wrong, and where you might be able to test your sites for optimal engagement and risk mitigation.
A large home goods retailer
This brand was running a promotion where orders over $29 received free shipping. While they had a badge that read “Free shipping on orders over $29” on individual items that cost more than $29, the brand wasn’t sure if they should include the badge on lower priced items.
The brand ran two variations. Version A had the free shipping badge appear only on items priced above $29 dollars. Version B included the tag on all items, included those unter $29.
Over the course of the 31 day test, Version B produced over $300,000 in additional revenue. Visits past the cart to step 1 of the checkout increased by almost 5%, and revenue per visit increased by almost 2%.
With the knowledge that additional promotional advertising increased conversions, the brand has rolled out the new variation across the website, and applies it to future promotions as well (while still testing and monitoring results).
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