This case study is presented by Convert.com, the A/B testing tool used by SplitBase for this project. Click here to read the complete case study on Convert’s website.
BestSelf Co., a leading online seller of productivity tools, suffered a high bounce rate on its flagship product’s page. Many of the visitors who landed on its Self Journal product page abandoned it too soon. BestSelf Co. spotted this pattern and engaged SplitBase to fix it.
For an eCommerce product page, a high bounce rate results in a direct loss of revenue. SplitBase quickly sprung into action to plug this leak for BestSelf Co. — and to help the seller hook the visitors who landed on the page and get more sales.
After multiple surveys, polls and usability research, it was clear that visitors were not understanding some of the benefits of the company’s flagship product, the Self Journal. Based on this, we hypothesized that visitors were leaving after coming to the landing/product page, or simply browsing away to other products, because they weren’t getting “hooked.”
Our Testing Trifecta Methodology was followed to come up with A/B testing ideas:
We performed user testing, and heat map analysis.
We also conducted polls and surveys on the product page to get user feedback.
At the end of the research, we found in its analysis that visitors weren’t scrolling past the fold area and the polls’/surveys’ results showed that people didn’t understand the benefit it offered and also didn’t trust the product to work.
For an eCommerce product page, a high bounce rate results in a direct loss of revenue. We quickly sprung into action to plug this leak for BestSelf Co. — and to help the seller hook the visitors who landed on the page and get more sales.
Based on the hypothesis, we created 2 different headlines to add to the product page.
To write the headline copy of the winning version (pictured below), we returned to our findings from the qualitative research where we discovered that most of the people who bought the product identified themselves as a “professional.”
We used this insight to target the ideal buyers with its headline copy by using the word “professional” in it.
In addition to this, we also added the core benefit of helping professionals “achieve their goals” and social proof (in terms of the number of users who used the product) to the headline copy:
Now it’s your turn. Fill out the form below so we can talk about how we can help you improve, or redesign your website while increasing your bottom-line.
The SplitBase conversion method, called the Testing Trifecta, is much more than a collection of tactics. It’s methodical and strategic — and built on data every step of the way.
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