There are some sales strategies that work wonders in brick and mortar stores, and logically seem like they would translate to ecommerce. It only makes sense to A/B test them out, right?
Like a Kid in a Candy Store
A large office supplies ecommerce saw steady revenue increase by implementing a “candy aisle” concept shelf of inexpensive goods on the way to in-store registers. Hoping to see a similar uptick in average order value and revenue, the retailer designed a candy aisle page that pops up on the way to the check-out cart on its desktop and mobile sites. Engagement metrics for this page were high; customers seemed to spend time clicking on products and scrolling through this page. However, completed purchases decreased as did revenue.
Glass Half Full
This A/B test indicated that while in-store candy aisles encourage customers to pick up extra items, online the concept creates a distraction and extra hurdle toward conversion. This A/B test helped the company learn that while these items are appealing to customers, placing them before checkout just doesn’t work. Because they tried this concept in an A/B test variation, they were able to immediately change course when results turned negative and streamlined the checkout process to eventually optimize the customer experience and maximize revenue.
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