Optimizing Price-Related UX

Use Case

Industry: Retail

Hypothesis:

The customer experience in today’s e-commerce includes a few steps until an order is submitted:

  1. Product selection
  2. Add to Cart
  3. Delivery Information
  4. Check out/Billing/Payment

In this use case, learn how a floral wire service used SiteSpect to test if hiding fees (delivery, subtotal) at certain steps of the buyer’s journey impacted conversion.

 

Badge: 3.7% Increase in Orders

Campaign

In this experiment, the Control showed delivery fees and subtotal on cart, delivery, and checkout/billing steps:

  • Variation Group 1: Hide fees on cart and only show them on delivery and checkout/billing steps.
  • Variation Group 2: Hide fees on cart and delivery steps, and only show them on the checkout/billing step.

African American on phone looking at laptop with online florist displayed

Results

The winning variation: Hide fees on cart and delivery steps, and only show them on the checkout/billing step.

  • 3.7% increase in orders
  • 3.4% increase in revenue per visit
  • $475,000 additional revenue in the winning VG than the control just during the length of the test.

This is a great way of optimizing price-related UX without changing the final price charged.

Badge: $475 increase in revenue

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