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 (Oct 21, 2019). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. Pricing perception changes are high-leverage — consider testing anchor pricing, tier order, and billing defaults as follow-ups.
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 pricing 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 little experiment, shifted the availability information towards the center of its product pages. Instead of showing if and when a product will ship near the right add to cart tile, it was moved towards above the product description. Some weeks later, we discovered that this change was rejected in favor of showing the same information in the top right.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Pricing Page: Least Or Most Expensive First
Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.
Pricing Page: More Or Fewer Plans
Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.
Product: More Or Fewer Plans on Product Page
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.
Signup: Payment First
Context: Friction during the signup process causes users to abandon right when they're closest to converting.