• Goal:
  • The bestseller on Giesswein.com is their women’s merino wool runners. This is also their most important product and the client wanted to know if there was a way to convert more new buyers.
• Solution:
  • Our core philosophy is that the product page is the most important page. It’s here that the buyer makes the all-important buy/no-buy decision. On the original page the client the basic details were given. Our idea was to craft the world’s best merino wool story.
• Outcome:
  • 29.28% improvement.

Backstory

Giesswein is a really interesting Austrian company. They’ve been in the wool manufacturing business since 1954. Then, in 1972 they started perfecting woolen slippers.

And 4 years ago, they had a new challenge, “Why are the biggest innovations in women’s running shoes around shape and color?”

This is how women’s merino wool runners were born.

Our Hypothesis

While the product description covered all the details about the product we felt more could be done to convert shoppers who were into running but new to Giesswein or new to woolen running shoes.

Control

Here is a screenshot of what the page looked like before we got started.

Test Concept

There was no doubt that the product looked damn good.

But we didn’t want to rely on looks to make the sale. Those people were already converting. The challenge was, “how do we convert people who are engaged on the page but just not engaged enough to pull the trigger?”

This, then, was the group we were after.

Turns out, woolen shoes are quite a remarkable innovation. In our client interrogation (before starting the project we pepper clients with hardball questions) we discovered some fascinating details about these runners.

So we totally reimagined how the product story was being told on the page.

Video walkthrough of changes we made

Here are the changes we made:

— In opposition to “best practices” we decided to increase page word-count. We didn’t want to limit ourselves to some arbitrary word limit. Our goal was to maximize conversions and there were some really important details that need to be discussed.

— We really drove into the technical superiority of woolen shoes. Then we talked about merino was another step up. Finally, we explained how Giesswein’s 70 years of experience running wool looms played a big role.

— In our 9 point conversion copywriting process point #7 is that shoppers love personalized experiences. We knew some shoppers might care more about sustainable cruelty-free ethical sourcing while others might care about water-resistance and some others would care about both those details. So many permutations and combinations. The trouble was if we talked about all these details the page would get unmanageably long. So we allowed users to choose their own adventure! Screenshot:

The beauty of this approach is that it gives power to the reader while also dramatically shortening the default page content. If a methodical shopper wants to read all the info, great, have at it. But if someone really just cares about our return policy they will click the happiness guaranteed checkbox instantly get their answer and checkout. You’ll remember we also tested this menu item approach on Silverfernbrand.com’s Ultimate Probiotic Supplement and there too it had a 32.38% lift.

Outcome

Ran the test for 7 weeks and ended up with 29.28% lift on conversion rates:

Why Our Concept Won

Stories matter. In our quest to remove friction we sometimes forget the power of storytelling. But not just that, how the story is presented, how the tension is added, how the reveal is made, all matter. This test concept told a compelling story. And that’s the only reason why the concept won.

PS: Allbirds.com, we see you, and we’re coming for you.

• Goal:
  • Convert shoppers who are super engaged but not ready to buy today.
• Solution:
  • Instead of showing an annoying popup, our idea is to subtly embed the signup request on the page.
• Outcome:
  • 6.7x increase in email signups.

Backstory

The most important page on your site is your product page. 90% of our scientific copywriting magic happens here. What if a buyer is sold on your product story but is not ready to buy today?

If we let them leave and return on their own there is a real chance that life will get in the way and they’ll forget. And this happens even if your product story truly is compelling.

The most effective strategy for people who aren’t ready to buy today is to get their email address so we can stay on top of mind.

The most common (and annoying) way to capture an email on a product page is a show an exit-intent popup. This is shown to people leaving the page.

Our Hypothesis

There are lots of issues with exit-intent popups: from the fact that they often false trigger when the user is simply going to the top of the page to the fact that they are a popup (no one likes something randomly appearing in front of them).

What if, instead of interrupting with a popup, we applied a more subtle treatment?

Test Concept

In our concept, we naturally introduced a question in the conversation. The purpose of the question is to understand if the buyer is in research or buy today mode.

We know people in research mode need more time. For this group, we developed a hook to get signups.

The concept used 2 techniques so I’ve made a quick video to explain what we did:

Outcome

For the first 30 days, we only showed an exit-intent popup. Then, for 23 days we applied the subtle technique.

The subtle technique was 6.7x more effective at getting signups.

Why Our Concept Won

Popups are a great way to get attention but they are so out of context. The user isn’t asking for it; it just appears. Also, marketers have overused popups so much shoppers close them without even reading the offer (we’ve A/B tested this). But if the email signup prompt is part of the product story conversation then it’s so much more natural for the reader + now the reader is shown the prompt at a part of the story where the request is most relevant.

• Goal:
  • One of the best-sellers on Silverfernbrand.com is the Ultimate Probiotic Supplement. Our goal was to increase sales of this probiotic by optimizing the product page.
• Solution:
  • Our idea was to ask users what health issue they experience, then show them real customer reviews that address that exact issue.
• Outcome:
  • 32.38% lift in sales on this product page.

Backstory

We love working with businesses that have solved big problems. Silver Fern™ Brand is one of those businesses. The problem? Most probiotics are ineffective because they don’t contain what their labels say and they don’t survive long enough to reach your gut. Silver Fern™ has its probiotic’s strains DNA verified by a third-party lab. Their probiotic is 100% guaranteed to survive through the acidic environment of your stomach.

Our Hypothesis

If we can get users to tell us the specific health issues they experience and show them customer reviews that talk about how the Ultimate Probiotic helped address those exact issues, then we can get users to see the value in this probiotic. In turn, this will increase conversions.

Test Concept

While working with Silver Fern™, we learned about the 8 biggest signs that someone may have a “leaky gut”. These are the signs: food sensitivities, mood issues, chronic fatigue, malabsorption, autoimmune diseases, inflamed bowel, inflamed skin, and allergies & asthma. That’s a pretty big list, so we knew that anyone coming to this product page likely experiences one or more of these.

Near the top of the product page (just below the fold), we added the section in the green box below:

After a user selects the symptom(s) they are experiencing and clicks the “What’s the solution? >” button, they see a lightbox window that features reviews related to the user’s selection. For example, if a user selects “Food Sensitivities” and “Mood Swings”, they see this:

As you can see, the customer reviews that are shown are directly related to the symptoms that were selected earlier.

Outcome

We ran this as an A/B test and, after 2 weeks, our variation was declared the winner. It improved conversions by 32.38% and revenue by 32.32%:

Why Our Concept Won

We believe our concept won because it immediately addressed the main issue that was important to the user. Instead of relying on the user reading through all the content on the page to hopefully learn about how the Ultimate Probiotic could alleviate their health issue(s), we brought that content directly to them at the top of the page. Better yet, we didn’t even make a pitch to the user — Silver Fern™’s real customers did with their reviews!

• Goal:
  • Increase conversion rates for HandicappedPets’ flagship product—Walkin’ Wheels dog wheelchairs.
• Solutions:
  • Craft copy that tells a story and creates a personal connection between the shopper and the site.
  • Maintain the shopper’s focus by making UX adjustments.
  • Use our understanding of consumer psychology to address the shopper’s negativity bias and status quo bias.
• Outcomes:
  • 38.86% increase in conversion rates for shoppers on the target page.
  • Significant increase in revenue generated on this page.

At Frictionless Commerce, there’s nothing we love more than working with a client who makes a positive difference in the world. As manufacturers of dog (and other small pet) wheelchairs since 2001, HandicappedPets perfectly embodies that type of client.

Their products have great importance as they allow families to improve the lives of their disabled pets and avoid euthanasia. As they say on their site, they “believe that our aging, disabled, and injured pets are family and deserve to live happy healthy lives.”

Backstory

When reviewing HandicappedPets’ analytics, we saw something that raised our eyebrows. The behavior flow revealed that shoppers were often navigating from the homepage to the dog wheelchairs category page. From the dog wheelchairs category page, they would navigate to the “rear dog wheelchair” page, then back to the category page, then back to the “rear dog wheelchair” page.

This was an immediate signal to us that the category page was a point of friction for the shopper. This, compounded by the fact that this page receives the highest traffic volumes each month, let us know that the category page was a top priority.

Our Hypothesis

We believed we could produce at least a 10% lift in conversion rates if we: 1) crafted a story for the company and product to separate them from the competition, 2) restructured the page so that the most important details were mentioned first, and 3) moved the FAQ section higher on the page to answer shoppers’ questions much earlier.

Test Concept

To test our hypothesis, we crafted two concepts. To orient yourself, first take a look at the control page that we worked on:

Variation 1

First, we moved all the content on the page down to make room for a new section.

Here’s the section we added:

You’ll notice at the bottom of this section we also added a button that says “Why buy from us?”

This is a simple question that almost 0% of businesses answer on their sites. But when answered correctly, it can be the difference between an on-the-fence shopper abandoning the site or making an order.

This is what we show shoppers who click on “Why buy from us?”:

Lastly, we structured the content below the fold in what we believed was a more logical way to tell the shopper about HandicappedPets’ dog wheelchairs:

1. We’ve placed the “Veterinarian Approved” section first to confirm to the shopper that this product will meet their dog’s needs.
2. We’ve placed the FAQ section at the top of the page to address the shopper’s questions and concerns as early as possible.
3. We’ve placed the shipping section last, as that is the least important piece of information for the shopper when they are first learning about a product.

Variation 2

Variation 2 is the same as Variation 1 apart from one difference: instead of showing the full page by default, we hid all the below the fold content behind a call to action. See below:

When the shopper clicks on “SEE PRODUCTS & DETAILS”, they will then see all the content we showed you in Variation 1.

What was our goal here? We wanted to do two things: 1) We wanted to ensure that all users saw the new copy we added, and 2) We wanted to reduce the shopper’s cognitive load by allowing the shopper to focus on our copy first, then select when they were ready to see the products and details.

Outcomes

Our primary conversion goal—the one we’d use to determine a test winner—was to see a 10% lift in completed orders at 95% confidence. Due to the traffic on this page, we had to run the test a bit longer than usual—approximately 6 weeks.

The results were even better than we had anticipated. After running the test for 6 weeks, both variations significantly outperformed the control’s baseline metrics.

The conversion rate for the control was 4.67%. Variation 1 saw a 22.65% lift for a conversion rate of 5.72%.

Variation 2, however, saw a 38.86% lift for a conversion rate of 6.48% at 98% confidence.

Furthermore, Variation 2 resulted in a 49.87% increase in revenue per visitor at 95% confidence.

The results of our click tracking goals confirmed our hypothesis for Variation 2—that more people would engage with the original copy and “Why buy from us?” button we added if we hid the below the fold content by default

In Variation 1, 2.53% of shoppers clicked on the “Why buy from us?” button. In Variation 2, however, the number was 5.94% (2.35x higher).

Why Our Concept Won

Our concept narrowed the focus of the shopper and strategically inserted “good friction” (friction that slows the shopper down so that they see our content) to encourage the shopper to read our message. Our message contains information that allows the shopper to see the value in the company and connect with it on a more personal level: they can see the origin story and the faces of those behind the business.

These are details that are typically located in low-visibility areas of a site (the About Us/Our Story page, usually found in the page footer). By bringing them to the shopper instead of relying on them to find it themselves, we’ve increased conversions.

• Goal:
  • The best seller on BakingSteel.com is their Original Baking Steel product. Our marching orders were to increase sales of this top seller. What made this somewhat complicated is that this item was already driving 48% of overall sales, was it even possible to further optimize?
• Solution:
  • Our idea was to keep the page design the same so it would be consistent with their other product pages but dramatically improve the product story.
• Outcome:
  • 46.42% improvement. The test was so successful that the product went out of stock. It’s still on backorder.

Backstory

We love inventors. In fact, most of our conversion optimizing work is done with inventors. When we were introduced to Andris Lagsdin we hit it off right away. Here was someone who had been baking pizzas for 24 years. After experimenting with dozens of ideas Andris found the secret to the perfect pie. He invented a 14″ by 16″ steel plate that dramatically improved pizza making.

Our Hypothesis

While the product description was efficient we knew it could tell a better product story. Further reading: How To Develop A Product Story.

Test Concept

We had a cursory understanding of what the product did but while interrogating Andris we uncovered a treasure trove of remarkable nuggets.

For example, the weight of the steel plate is 16 pounds. This isn’t some minor detail. Andris prototyped multiple weights, and through trial and painful error discovered that 16-pound weight is what gave the pie the perfect crust.

We also discovered the unique heat transfer properties of steel make it the ideal baking material.

These details weren’t new to Andris; he just wasn’t talking about them on the product page because he didn’t think most customers would care.

And he is right, many buyers wouldn’t care. But maybe 20% would.

As copywriters, our job isn’t to convince those who are already sold; our job is to identify the subset that isn’t convinced and figure out what’s missing for them.

Story angles we explored in our updated copy:

— We introduced a scientific equation to explain the heat transfer property of steel. We didn’t expect people to read the whole equation but just seeing it there would build credibility:

— We used a relatable baking analogy so prospects could better visualize how Original Baking Steel works. Analogies help connect new ideas with familiar ones. If a buyer can’t understand the sales pitch their conversion rate will be close to 0%.

— We added tension in our story: “The pizza we’re going for is crispy on the outside and soft and moist inside.”

— We accentuated attributes. Instead of just saying the dimensions are 14″ by 16″, the thickness is ¼”, and the weight is 16 pounds we went into great detail to explain those precise dimensions. This creates an air of expertise and gives the buyer confidence.

— People buying BakingSteel aren’t interested in steel, the material. They just want to treat their tastebuds. So we added a whole bunch of pizza photos. The goal was to show variety and whet appetites.

— It’s also worth noting what we didn’t talk about. We didn’t talk about our return policy or apply any discounting gimmick.

Outcome

We ran the test twice, just to make sure. The impact on sales was 46.42%.

Why Our Concept Won

Our idea won because we added a lot more dimension to the Original BakingSteel. We gave the product a chance to educate and entertain buyers. It’s like being in a fine dining restaurant and hearing the sommelier talk about the story of the wine while she’s holding the bottle.

There is a lot more work to do. We’re currently working on further improving the page, getting more people to the page, and converting people who are in research mode via email.

BTW, our test to increase product page visibility also won. We were able to improve visibility by 6.9%:

• Goal:
  • Address price sensitivity by getting shoppers to see the value in and the additional savings provided by Legacy Food Storage’s emergency food.
• Solution:
  • Showing a prompt just below the product price that, on click, provides statistics that help make the case for Legacy Food Storage’s emergency food.
• Outcome:
  • 41.08% lift in conversion rate.

Backstory

We’re all price sensitive, just to varying degrees. Because of this, us marketers face a challenge anytime a shopper lands on our site: how can we persuade shopper that our products or services are worth the price?

If the shopper that’s looking at the product page right now is especially price sensitive, to the point that our normal pitch may not be enough to convert them, then we need to get their attention through other means and make the case for our product from another angle.

One way to do this is to explain how our product or service ultimately saves the shopper money and/or effort in ways they perhaps didn’t consider.

Our Hypothesis

Marketers often rely on their discounts, coupon codes, and sales to convince price averse shoppers. But if everyone is relying on these, then most shoppers are already expecting them and are desensitized to them.

Knowing this, we had another thought: what if told the shopper about the “invisible discount” — the less obvious ways in which Legacy Food Storage’s emergency food could provide significant savings?

Test Concept

In our concept, we strategically placed a link just below the product price that would pique the shopper’s interest.

After clicking the link, we showed the shopper a popup that contained some eye-opening statistics and a different pitch than what was being made elsewhere on the product page.

We made a quick video to explain what we did:

Outcome

We ran the A/B test for about 60 days. At the end of those 60 days, our concept increased the conversion rate on the product page by 41.08%

Why Our Concept Won

Shoppers are price sensitive. For some shoppers on your site, your price may not reach the threshold necessary for them to be hesitant. However, plenty of other shoppers will be hesitant to pull the trigger. Our concept targets that second group by intentionally placing a link just below the product price (just in case the shopper is in sticker shock), then telling them: “Hey, we know the price may look high, but you’re actually going to be saving hundreds of dollars in the long run because of X and Y reasons.”

• Goal:
  • Buying a home purifier is complicated. So many technical details. So much to consider. This is your family’s health after all. It’s an $899 unit, worth every penny, but still, it’s $899.
• Solutions:
  • Recognize that some users like detailed descriptions, others don’t.
  • People aren’t here to look at pretty pictures. They want to read. Make reading easy.
• Outcome:
  • Improved product sales 30.56%.

Not enough attention is paid to product descriptions. Once written, it’s seldom tested.

Also, we assume no one will read long detailed content. We’ve seen a trend where e-tailers have significantly trimmed down their product descriptions. Last week I saw a product page with just 2 sentences in their product description. Now that’s crazy.

Reality: some of us are methodical (we’ll read a 2,000 word essay if the content is solid) and others just want the summarized version of the story.

The Problem?

Marketing teams debate hard, consider all shopper types, and make a decision about content length. The person missing from this marketing meeting is your actual shopper, the person pulling out their credit card.

Our Hypothesis

Our thesis was that some people who land on this EJ120 page will have time and want to read all the technical specs (MERV17 rating, quiet German motor tech, 0.3 micron filtering). Riveting for some.

Others wouldn’t have a lot of time and would just want the most important details.

Our Treatment

We like to gamble but we don’t bet the farm on one idea, so we created 4 treatments.

This case study is about Variation 4.

Visitors to Variation 4 saw this in the main description area of the page (see 2 orange buttons below):

Key Changes:

1: In the original page the background color was a slightly darker shade of grey. But the foreground text is also in grey. Since our entire idea hinged on people reading our persuasive copy we wanted to ensure it was readable. So we lightened the background to make the text pop more.

2: We added a persuasive headline:

No other air purifier does so much, this quietly.
And we’ve tested them all.

This isn’t just any headline, it’s developed based on our copywriting playbook. The idea is to let users know they don’t have to worry testing other air purifiers, we’ve tested all for them.

3: Perhaps the most important change we made was adding this question: How much time do you have?

Now, instead of guessing what type of reader was seeing the page, we let them identify themselves.

Why doesn’t this exist? So simple, yet we’ve never seen this before.

We knew impulsive shoppers would be drawn to the {I have 2 minutes} button. On click, they were shown the quick elevator pitch. The word count might have been cut but we made sure every word counted.

Methodical shoppers, on the other hand, would favor the {I have time} button. And when that was clicked we showed everything. Incredible detail.

The Results

We tracked this test closely, it was, after all, a radical change. Variation 4 (above) performed significantly better than control every single week.

Test ran for 4 weeks. You can see all 4 Variations did well but Variation 4 was at highest confidence level:

Now, VWO (our A/B testing solution) is looking at overall impact. What we really want to understand is how EJ120 unit sales went up.

So we connected VWO data with Google Analytics and looked at the raw numbers and ran it through a statistical calculator. Turns out, unique unit sales of EJ120 were up 30.56%. Statistical significance of 98.51%.

• Goal:
  • To increase call-ins to HandicappedPets.com’s customer service team, which converts 52% of their calls.
• Solution:
  • Add calls to action and “action buttons” in strategic locations on the site (e.g. places where users have a higher likelihood of getting confused). When a user interacts with these calls to action or action buttons, show them how they can contact customer service for help.
• Outcome:
  • A lift in weekly call-ins and revenue generated from orders placed over the phone.

Backstory

HandicappedPets.com offers a number of products that require the user to take some measurements of their pet. This can be a big moment of friction for people because of a couple things: 1) they may not know how or what to measure, 2) they may be nervous about entering the wrong measurements and having to return or exchange their order, and 3) it requires work (and people are instant gratification animals, especially when shopping).

The best way to address this is to have an expert walk the user through the process. This is, of course, difficult to do on a website, but that’s where customer service comes in.

However, using a phone call to make a sale is more expensive than generating a sale naturally on your website. While call-ins are less efficient, they are much, much more effective in converting shoppers. Why? A customer service representative can communicate directly with the shopper, anticipate their concerns and questions, pick up on verbal social cues, and guide shoppers. On a website, shoppers are free to roam anywhere they please and get easily distracted.

Our Hypothesis

We believed that by inserting calls to action or action buttons (learn more here) in high friction areas, we could increase call-ins and generate at least 18 additional orders per week (the number we needed in order for the concept to make economic sense for HandicappedPets.com).

Test Concept

If you’re like us, you probably are wondering: what the changes I make to my site flood my customer service team with too many calls? The last thing you want is a mob of angry customers on hold. That’s why action buttons are such a useful thing to add to your optimization toolkit.

In our concept, we placed low-profile action buttons in locations where we knew only engaged and potentially confused shoppers would notice them. For example, there is a section of HandicappedPets.com that asks users to select the way they’d like to buy their dog wheelchair (by weight, by the measurement calculator, or by using a sizing chart). Some shoppers are unsure of what to do at this point, which is why we added this action button:

At first glance, an action button can look like an ordinary call to action, but it’s something more. It doesn’t take the user to a product page, or sign them up for an email series. Instead, it lets us know what the shopper needs.

When a shopper clicks on “Need help choosing?”, they see this lightbox:

Note: Always think about your mobile experience. For mobile users, the phone number in this lightbox is clickable so that the user doesn’t have to manually enter the number in their phone.

In addition to using action buttons like the one above, we also used a “choreographed experience”. On the measurement calculator page, we showed the following “Need help?” button beside the measurement section only if the user had been on the page for at least 25 seconds:

This 25-second delay increases the visibility of the button because when something appears out of nowhere, it naturally catches your attention.

Finally, we also added a fixed phone call icon to the bottom right corner of the user’s screen (mobile only):

On click, we again showed a lightbox that allowed users to call in to customer service.

This was placed beside the chat prompt to give shoppers an alternative to chat. Some people prefer talking over phone; others prefer talking over chat — why treat everyone the same?

Outcome

After 4 weeks of running our concept, our concept generated an average of 17.90 additional orders and $3,006.54 per week. Not adjusting for growth or seasonality, that translates to $156,000 in additional revenue over the course of a year.

Why Our Concept Won

There are 2 types of shoppers: 1) self-directed, independent shoppers who don’t need help, and 2) shoppers who struggle to make a purchase for one reason or another. It’s difficult to know where these shoppers are struggling without talking to them. That’s where call-ins can really shine.

• Goal:
  • Increase conversion rates for some of HandicappedPets’ best-selling products.
• Solution:
  • Craft copy that explicitly explains why HandicappedPets is a better choice than their competitors.
• Outcome:
  • Significant increase in conversion rates for shoppers on the target pages.

At Frictionless Commerce, there’s nothing we love more than working with a client who makes a positive difference in the world. As manufacturers of dog (and other small pet) wheelchairs since 2001, HandicappedPets perfectly embodies that type of client.

Their products have great importance as they allow families to improve the lives of their disabled pets and avoid euthanasia. As they say on their site, they “believe that our aging, disabled, and injured pets are family and deserve to live happy healthy lives.”

Backstory

While working on the HandicappedPets site, we saw an opportunity to increase conversions for best sellers. Something that sets HandicappedPets apart from the competition is their unique product design that makes their dog wheelchairs more comfortable, user friendly, and reliable. They solved a number of problems that the rest of the market hadn’t.

The problem? This wasn’t being mentioned in high visibility areas of the site!

Our Hypothesis

We believed we could produce at least a 10% lift in conversion rates if we crafted compelling copy directly on the best selling product pages that discussed how HandicappedPets solved the problems faced by other dog wheelchairs.

Test Concept

To test our hypothesis, we created two concepts. To orient yourself, first, take a look at the area we targeted on the original product pages:

Variation 1

First, we added a call to action below the ADD TO CART button and quantity selector:

Our goal was to pique the interest of first-time shoppers. Our call to action reads, “First Time Shopping With Us? Read This >”, so we were confident that we’d get a significant number of clicks.

When a user clicked on our call to action, they saw this lightbox window and copy:

As you can see in our copy, we discussed how innovative HandicappedPets is and how their dog wheelchairs solved the problems faced by other companies (non-adjustable, unfoldable, uncomfortable).

Variation 2

In Variation 2, we tested a different call to action:

Our goal with this call to action was to ask an interesting question that we felt shoppers may have wanted the answer to. It turns out, the call to action in Variation 1 received more clicks.

In addition to changing the call to action, we also changed the lightbox copy for Variation 2:

In this lightbox window, we wanted to do 2 things: 1) use bullet points to help with readability, and 2) be more aggressive with our language to show how confident HandicappedPets is that their product is the best.

Outcome

Our primary conversion goal—the one we’d use to determine a test winner—was to see a 10% lift in completed orders at 95% confidence.

After running the test for 6 weeks, both variations outperformed the control’s baseline metrics. However, Variation 2 certainly did the best as was declared the winner.

Over the 6-week period, the conversion rate for the control was 4.40%. Variation 1 saw a 6.82% lift for a conversion rate of 4.70%.

Variation 2, however, saw a 15.92% lift for a conversion rate of 5.10% at 96% confidence.

Even though Variation 1’s call to action received more clicks, Variation 2 significantly outperformed it, and even the control. This led us to start work on a follow-up test in which the call to action from Variation 1 is used with the lightbox window from Variation 2 (we’ll be launching that test soon).

Why Our Concept Won

Our concept used a strategically placed call to action and message to increase shoppers’ awareness about what makes HandicappedPets the best place to buy from if you have a disabled pet.

People don’t want to buy low-quality products. They want to know they are receiving the best. Most sites don’t actually make this case for themselves, or if they do, it’s typically hidden on a page like the About Us page (which typically sees less than 5% of a site’s traffic).

By bringing this content to the shopper on the product pages, we’ve increased the likelihood that they’ll see the value in HandicappedPets.

• Goal:
  • Address the issue of shoppers not knowing what makes Connecting Threads special and, as a result, increase conversion rates across all product pages.
• Solution:
  • Craft a call to action and lightbox window message that tells your “why we exist” story (article) to make the shopper comfortable with their potential purchase.
• Outcomes:
  • Increase in conversion rates across all product pages.
  • Increase in revenue across all product pages.

Connecting Threads is one of the top online quilting stores in the world. What makes them even more special is that their foundation is a team of actual quilters. Why does this matter? Well, here’s a question for you: would you rather buy a car from someone who has a license or from someone who’s never driven in their life?

We’re willing to bet you’d prefer the first option because you would feel a greater sense of assurance.

Backstory

More often than not, a site’s “About Us” or “Our Story” content is a big conversion booster. For Connecting Threads, we saw that users who visited their About Us page had a conversion rate 186% higher than the site’s average conversion rate. Although it may surprise you, that number is actually lower than it is for many sites. But this number still tells us that shoppers who learn about the company convert better.

Our goal then became to figure out how we can reach as many new visitors as possible with information about Connecting Threads—information about what makes Connecting Threads the best choice for quilting supplies.

We concluded that targeting every product page would be the best way to reach the most shoppers (who have at least a bit of purchase intent).

Our Hypothesis

We believed that we could drive at least a $10,000 lift in sales within 4 weeks across all product pages if we: 1) created a compelling call to action near the ‘Add to Cart’ button, and 2) created a lightbox window that appears after clicking the call to action and provides the shopper with information about what Connecting Threads is. Shoppers want to know who they’re buying from and why they shouldn’t buy elsewhere.

Test Concept

To test our hypothesis, we created two concepts with the goal of testing 2 call to action designs and 2 different messages. To orient yourself, first take a look at the control page that we worked on:

Variation 1

For both Variation 1 and Variation 2, we added a call to action just below the product price and above the ‘Add to Cart’ button. This call to action is strategically placed: shopper’s eyes naturally move to the product price when on a product page, so we placed our call to action close by.

This is the call to action for Variation 1:

Once clicked, shoppers were shown this lightbox window:

Variation 2

For Variation 2, we tested a more subtle call to action design (i.e. no gradient effect). See below:

As for the copy, we wanted to lead in with social proof to create more trust in the shopper. Once the call to action was clicked, shoppers were shown the following lightbox window:

Outcomes

The testing tool we use is Visual Website Optimizer, which allows us to set up click tracking goals. For this A/B test (or A/B/C test, rather), we targeted mobile and desktop traffic and we set up 1 click tracking goal: clicks on the calls to action for Variation 1 and Variation 2.

Our primary goal for this test was reaching at least a 5% lift in revenue on one variation with at least 95% confidence. Due to Connecting Threads’ high traffic and transaction rate, we were able to see results within a 4-week test period (which is ideal).

After 4 weeks, we were able to reach and exceed our primary goal of a 5% lift in revenue on Variation 2. Variation 2 resulted in a 6.90% lift in revenue across all product pages at 97% confidence:

Additionally, Variation 2 had 3.29% lift in conversion rates at 91% confidence:

But the potential for Variation 2 was much higher than what we saw. Why? Despite outperforming both the control/baseline and Variation 1, Variation 2’s call to action performed 2.2x worse than Variation 1’s call to action:

In other words, with Variation 1’s call to action design, Variation 2 would have likely seen even better results due to 2.2x as many people seeing its lightbox window messaging.

Why Our Concept Won

Our concept provided additional points of assurance in a strategic location to provide shoppers with the confidence to move forward with adding a product to their cart. Our messaging has been placed by the product price in an attempt to show the shoppers the value of buying from Connecting Threads vs the competition.

In our lightbox window messaging, we talk about how big the Connecting Threads community is, how long they’ve been in business, and how many customers they’ve served to provide multiple points of assurance. More importantly, we’ve allowed the shopper to connect with the site on a much more personal level by mentioning that Connecting Threads is composed of quilters who have shared the shopper’s experiences.

• Goal:
  • Increase revenue by at least 5.85% on the cart page.
• Solution:
  • Craft original copy that informs the shopper about what makes True Leaf Market special in the industry to instill trust in the shopper and the confidence to complete their order.
• Outcome:
  • Increase in completed orders and revenue generated on the cart page.

True Leaf Market is one of the top online stores for seeds. They’ve worked diligently over the past couple decades to streamline the seed shipping process, and their customers are always surprised to see how quickly their seeds arrive. True Leaf Market’s focus on making life easier for their customers was something we felt needed to be included on their cart page.

Backstory

The cart page is a double-edged sword. On one hand, it’s the page that has the highest purchase intent (before the checkout pages). On the other hand, it’s a page that we’re always battling with to lower the drop off rate.

This was the same battle we walked into with True Leaf Market. How could we encourage more shoppers to click ‘Checkout’ while on the cart page and complete their order? Was there something missing from the pitch True Leaf Market made on the rest of the site that could give shoppers the confidence to move forward on the cart page?

Our Hypothesis

True Leaf Market is unique in their industry. They’re able to ship seeds, even in large quantities, much quicker than other online seed stores. And they haven’t had to sacrifice quality to do so.

We felt that everyone on the cart page needed to understand this information. Our hypothesis was that if we could educate the shopper on True Leaf Market just one more time before the checkout pages, we could drive more shoppers to click ‘Checkout’ and complete their orders.

Test Concept

To test our hypothesis, we created a concept that included two sections of original copy. We also made some other minor changes throughout the page, but our primary focus was this copy. This will be our primary focus for this case study.

Variation 1

For our test variation, we first added original copy and a team photo under the “Shopping Cart” page heading:

We then removed the following icons from the Control:

And replaced those icons with original copy:

For mobile users, we hid this second section of copy behind a call to action:

Outcome

For this A/B test, we targeted mobile and desktop traffic. As with all our A/B tests, we used Visual Website Optimizer (VWO) to split our traffic and track our data.

Our primary goal for this test was reaching at least a 5.85% lift in revenue with at least 95% confidence.

After 6 weeks, we were able to reach and exceed our primary goal of a 5.85% lift in revenue. Variation 1 resulted in a 6.72% lift in revenue on the cart page with 95% confidence:

Why Our Concept Won

Our concept increased the visibility of multiple points of assurance that were located elsewhere on the site in low-visibility areas (the Return/Refund Policy, Our Story, and Shipping pages — all typically found in a page footer). We strategically placed these points of assurance on the cart page because, believe it or not (although the data speaks for itself), details such as how long the company has been in business, how many customers they’ve served, how quickly they ship, and the guarantees they give can provide shoppers with the confidence needed to make a purchase.

Note: if the name Ice Shaker sounds familiar it’s because you’ve seen them on Shark Tank, and know Mark Cuban and Alex Rodriguez invested in the company.

•  Goal:
  • Shopify conversion rate optimization for Ice Shaker’s best-selling category page.
• Solution:
  • Craft copy that shows users that Ice Shaker understands and relates to their past experiences with competitor products, then explain how Ice Shaker is the solution they’re looking for.
• Outcome:
  • Significant increase in conversion rates for shoppers on the 26oz Ice Shaker collections page.

Confidence is something that the team at Ice Shaker has in spades — and for good reason. Their shakers and tumblers take all the problems you may have experienced with other shakers and tumblers and solves them. What more could you ask for?

This confidence and ability to clearly explain how their product is better can be seen in their YouTube videos and their appearance on Shark Tank.

Backstory

While reviewing Ice Shaker’s site, we felt that this confidence wasn’t as prominent. But this is totally ordinary as it can be difficult for businesses to show shoppers who they are when all you have is a computer or phone screen to work with. However, with our copywriting strategy we knew we could help out.

To begin, we focused on Ice Shaker’s best-selling category — the 26oz Ice Shaker. We also prioritized the mobile experience because of Ice Shaker’s high mobile traffic volume.

Our Hypothesis

We believed we could provide at least a 10% conversion lift for mobile traffic visiting the 26oz Ice Shaker collections page. How? By removing content that we believed was increasing cognitive load for the user and replacing it with a product story that addressed their negative thoughts. You can learn more about our product story development process in this Product Story How To article.

Test Concept

To orient yourself, first take a look at the original 26oz Ice Shaker collections page:

Below the bullet points was the product list.

Variation 1

In variation 1 of our Shopify conversion rate optimization concept, we removed the header image as we felt that it wasn’t adding value to the page. We then removed the infographic because the images and text were too small to read on a mobile device. Finally, we removed the bullet points.

In their place, we added new copy that we crafted to show users that Ice Shaker understood the problems they faced with other shakers. We used that to then explain how the 26oz Ice Shaker solves those problems.

Here is our copy:

Below this copy we added a bullet pointed list of the product features. Additionally, we added this image and tile gallery to replace the infographic that was too small to read:

Instead of showing all product features in a single image, we showed the features one at a time with readable descriptions.

Outcome

Our primary conversion goal—the one we’d use to determine a test winner—was to see a 10% lift in completed orders at 95% confidence.

After running the test for 4 weeks, our test concept was declared a winner.

Over the 4-week period, the conversion rate for the control was 5.77%. Variation 1 saw a 15.95% lift for a conversion rate of 6.69%.

Additionally, Variation 1 saw a 14.81% lift in revenue.

Why Our Concept Won

Our Shopify conversion optimization concept brought to Ice Shaker’s site the same confidence that they have in their YouTube videos and elsewhere. We explicitly told shoppers about the problems that exist with competitor products and explained how Ice Shaker is the solution. Additionally, we replaced the original infographic with a new visual aid that was easier to read and comprehend.

Together, those changes resulted in a positive test outcome.

• Goal:
  • Improve the shopper’s experience on the category pages and drive more traffic into the product pages.
• Solutions:
  • Modify the category page layout and remove unnecessary content
  • Increase the visibility of the Filter button.
  • Inform shoppers about where Oliver Cabell’s products are made.
• Outcomes:
  • Increase in traffic to product pages.
  • 12.5% lift in revenue by category page traffic.

Oliver Cabell is a premium shoe brand that has taken a direct-to-consumer approach. As a result, they’re able to provide high-quality sneakers, boots, and more at a much lower cost than other brands you may be familiar with.

Backstory

When it comes to category pages, there’s a constant struggle to help shoppers find the product they’re looking for and drive more traffic to the product pages (and from there to checkout). For Oliver Cabell, we noticed a few ways in which we could help mobile shoppers find the product they were looking for quickly and streamline their journey to the checkout page. First, the Filter button was not very noticeable. Second, a large header image took up a lot of space (especially for mobile), preventing users from immediately seeing the products. Lastly, the product images were larger than necessary. These are the issues we used to formulate our hypothesis.

Our Hypothesis

After noticing those potential issues (mentioned above), we believed we could drive more traffic to the product pages, and then the checkout page, if we did the following: 1) remove the header image and increase the visibility of the Filter button, 2) modifiy the product layout so that shoppers can see more products at once (within reason).

Test Concept

For this test, we ran 3 variations. All 3 variations were the same apart from these differences: 1) Variations 1 and 3 contained different copy compared to Variation 2, and 2) Variation 3 used a two-column product layout whereas Variations 1 and 2 kept a single-column product layout.

Variation 3 was our winner, so we’ll focus on that concept below.

Variation 3

To help orient you, here is what the control looked like before our changes:

In Variation 3, we made 4 major changes:

1. We removed the header image.
2. We updated the Filter button so that it was more visible and more descriptive.
3. We changed the product layout to a two-column layout.
4. We added a fixed tab at the bottom of the screen that, on click, lets shoppers know where Oliver Cabell’s shoes are made. The goal here is to provide a point of assurance for the shopper.

Here is our concept:

When the tab at the bottom of the screen is clicked, shoppers see this lightbox window:

Outcomes

For this test, as with all our A/B tests, we used Visual Website Optimizer (VWO) to split our traffic and track our data.

Our primary goal for this test was to drive more traffic to the product pages. After running the test for 3 weeks, we were able to achieve that goal.

Variation 3 resulted in a 14.86% lift in traffic visiting the product pages at 100% confidence (additionally, there was a 5.49% increase in traffic to the checkout page):

Our concept also resulted in a 12.5% lift in revenue from category page traffic.

Why Our Concept Won

Our concept did a number of things that either improved the shopper’s experience or provided the shopper with assurance: 1) the concept increased the visibility of Oliver Cabell’s easy-to-use filter that helps shoppers narrow their search, 2) the concept allows the shopper to see more products at once without overwhelming them, and 3) the concept explains to the shopper that Oliver Cabell’s products are actually Italian made and that the company provides full transparency on their materials and pricing.

• Goals:
  • Increase traffic to Oliver Cabell’s Shopify checkout page by educating shoppers on the company’s business model and competitive pricing
• Solution:
  • Add a call to action in a high-visibility area on the product pages that educates shoppers on the company’s business model and competitive pricing
• Results:
  • A 21.77% and 12.46% increase in traffic to the checkout page for mobile and desktop users, respectively
  • 11.06% lift in revenue by product page traffic

Oliver Cabell is a premium shoe brand that has taken a direct-to-consumer approach. As a result, they’re able to provide high-quality sneakers, boots, and more at a much lower cost than other brands you may be familiar with.

Backstory

At Frictionless Commerce, we love working with companies that have unique stories to tell. That is certainly the case with Oliver Cabell as well.

Here’s what we’ve seen on most sites in the world: they don’t share their special stories with as many users as possible.

That’s money left on the table because shoppers — because people — respond to stories. 

For Oliver Cabell, we wanted to find a way to share their unique story with as many shoppers as possible in order to help them see the value in buying sneakers here instead of elsewhere. Given our past experience, we knew this could have a positive impact on conversions.

Our Hypothesis

We believed that if we could share Oliver Cabell’s story on all product pages in a visible, but not distracting way, then we could see a lift in traffic visiting the checkout page and a lift in revenue.

Test Concept

For this test, we ran two variations: Variation 1 on desktop traffic and Variation 2 on mobile traffic. We had previously launched a version of this test where all traffic saw both variations, but we saw early on that desktop traffic responded well to one variation while mobile traffic responded well to the other variation. After that realization, we relaunched the test showing one variation to each device category.

To help orient you, here is what the control looked like before our changes:

Variation 1

For desktop users, we hid the “Traditional Retail” section and replaced it with our “WANT TO KNOW A SECRET?” call to action:

On click, we showed this lightbox window:

In this lightbox window, we’re showing shoppers why Oliver Cabell was founded and how their prices compare to the competition.

Variation 2

For mobile users, we placed our call to action below the “Traditional Retail” section:

On click, we showed this lightbox window:

This variation is a bit more visual and slightly less copy-heavy for mobile users, who are confined to a smaller screen.

Results

For this test, as with all our A/B tests, we used Visual Website Optimizer (VWO) to split our traffic and track our data.

Our primary goal for this test was to drive more traffic to the checkout page. For both variations, we achieved this goal.

After 3 weeks of testing, Variation 1 (desktop users) resulted in a 12.46% lift in traffic to the checkout page:

Variation 2 (mobile users) resulted in a 21.77% lift in traffic to the checkout page:

Additionally, these two variations resulted in an 11.06% lift in revenue from product page traffic.

Why Our Concept Won

Our concept increased the visibility of Oliver Cabell’s unique story. As we said earlier, stories resonate well with shoppers (and people in general). Shoppers want to know what separates you from the competition. By telling them on the product pages, we’ve provided shoppers with a point of assurance that gives them the confidence to place an order.

• Goal:
  • One of the best-sellers on HandicappedPets.com is their Walkin’ Wheels SMALL Dog Wheelchair. Our goal was to improve this product page’s conversion rate by optimizing the copy.
• Solution:
  • Our idea was to personalize the copy by asking users what the name of their dog is. We then added their dog’s name in various locations in the copy to get the user to picture their dog using the product and benefitting from the product.
• Outcome:
  • 8.97% lift in conversion rate and 9.06% lift in revenue.

Backstory

We have been working with HandicappedPets.com for a while, and we still can’t talk about their amazing products enough. Our pets are family, so they deserve proper medical attention just like anyone else in our lives — and that’s what HandicappedPets.com provides with their Walkin’ Wheels SMALL Dog Wheelchair. But the product page didn’t contain a lot of copy that connected with the shopper emotionally. That’s where we come in.

Our Hypothesis

By asking the user for their dog’s name and adding that name throughout our copy, we can encourage the user to imagine their dog using the Walkin’ Wheels SMALL Dog Wheelchair and benefiting from it. In turn, this should increase the likelihood that they order from HandicappedPets.com

Test Concept

We did 2 things in our concept:

1. We added the section shown below that asks users to enter their dog’s name (and since we don’t mention to the user what happens after entering a name and since people are naturally curious, we expected people to be drawn in by this and enter their dog’s name):

2. After users enter their dog’s name, they see this copy (each arrow represents a location where we inserted the name of the user’s dog):

Note: The accordion menu has been completely opened to show you all of the copy in one image.

Outcome

We ran this as an A/B test and our variation was declared a winner. Our variation saw an 8.97% improvement in conversions and a 9.06% improvement in revenue:

Why Our Concept Won

Before our concept, there was a good chance users weren’t actively thinking about their dogs or imagining them with the product. Instead, they were thinking about things like price, shipping, return policy, etc.

We believe our concept won because by using the name of the user’s dog, we are forcing the user to think about their dog, the pain or sadness their dog might be experiencing, and how their dog is a family member who deserves to walk, run, and play again.