Product: Product Page
Hypothesis
If we test a similar change on our product pages as tested, then our conversion metric will likely improve based on their implementation decision.
Test Results
Key Learning
Problem: Friction during the product process causes users to abandon right when they're closest to converting.
What worked: implemented this UI change (Mar 30, 2020). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. Use this win as a foundation for further iteration on adjacent elements.
How to Apply This to Your Site
This experiment demonstrated that product: product page can improve conversions. The test was run on a product page page in the e-commerce industry.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
In this experiment captured from a random toothpaste product page, was testing two separate purchase related defaults. Some visitors would be defaulted to a "One-time purchase" buy box (control version). While others would first see a preselected subscription option, encouraging a recurring product purchase (variation B).
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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