A/B Testing: Product page testing increases conversion 78%

Source http://feedproxy.google.com/~r/MktgExperimentsBlog/~3/oulxM3y4iVA/testing-product-page-elements.html

Product pages are arguably the heart of an ecommerce website.

It’s where potential customers learn about your products in a guided conversation that should deliver value and an overall top-notch customer experience.

Consequently, the elements on those pages are also potentially where you’re losing conversions due to anxiety.

At MarketingExperiments, we define customer anxiety as “a psychological concern stimulated by a given element in the sales or sign-up process.”

So how do you identify and mitigate anxiety on product pages?

In this MarketingExperiments Blog post, I wanted to share a recent experiment where an e-book retailer asked that same question and started testing to discover a way to answer it.

But, before we dive in, let’s view the background notes on the test to put the experiment into context.

Background: A large e-book retailer.

Goal: To increase the overall number of e-book sales.

Research Question: Which attempt to reduce anxiety will result in the highest conversion rate?

Test Design: A/B variable cluster split test


Side by side


The team hypothesized that testing key product page elements could help them determine the true impact of anxiety on a product page.

Here is a quick breakdown of the elements the team chose to test in each treatment:

  • Version A – Attempted to reduce anxiety by using security seals
  • Version B – Highlighted compatibility by illustrating the product is multi-device friendly
  • Version C – Provided a synopsis of the content to help customers determine if the e-book would suit their interests at the top of the page
  • Version D – Emphasized quick accessibility to the product upon purchase





Moving the product description up on the page resulted in a 78% relative increase in conversion.


What you need to understand

Anxiety is lethal to conversion.

However, it can often be corrected with strategic changes to product page elements that mitigate anxiety by overcorrecting for it.

But before you do that, you have to test your way into identifying, isolating and optimizing those elements that are having the biggest impact to conversion.

To learn more about how anxiety impacts conversion, you can watch the on-demand Web clinic replay of “Product Pages Tested.”


You may also like

Web Optimization: 5 steps to create a small testing program [More from the blogs]

Online Optimization: Testing value prop to grow your tribe [More from the blogs]

A/B Testing: The value of choice in decision-making [More from the blogs]

    Internet Marketing Products

  • Affiliate Tools HQ Membership Site A Membership Site For Online Marketers Who Are Serious About Making Money Online. Developed By Respected Online Marketers, Paula And Wanda, From Affiliate Blog Online.
  • CPA Method Core SPECIAL 14 Year Old kid cracks into a new internet marketing goldmine and banks daily from the travel industry. Find out how...
Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, we will receive an affiliate commission. Regardless, we only recommend products or services we believe will add value to our readers.

Leave a Reply

Your email address will not be published. Required fields are marked *

CommentLuv badge