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How a simple idea, $49 and 30 minutes investment increased eCommerce sales by 41%

Posted in A/B Split Testing, Case Studies on August 16th, 2012

The Visual Website Optimizer Case Studies page is filled with proof of how A/B and Multivariate testing increased sign-ups, downloads, sales or revenue for a number of our customers. But very rarely do we come across a customer who shows us how conversion rate optimization has ramifications for the business at large. That’s what makes today’s case study super special; a simple change leading to higher sales and revenues which enabled the business to eliminate a cost center.

Horloges.nl

Moho Internet Concepts is a company based in Groningen, The Netherlands. Their business consists of selling fashion accessories and jewelry through various web shops. Moho operates in a very competitive market where constantly improving conversion rates is very important to get better results and enlarge market share. Their primary web store is Horloges.nl which they use to sell watches from various manufacturers.

Their landing page for the Casio G-SHOCK line of watches contained a 780px x 72px banner just above the product images.

Control
Horloges.nl Casio G-Shock Control

The text says

  • Official G-SHOCK dealer
  • Free shipping
  • Tomorrow at home (Simple way of saying “delivered the next day”, thanks to Thomas of Webdesigner.nl for the translation)

The Online Marketing Manager for Moho Internet Concepts wanted to make this banner take lesser space while conveying more information. The hypothesis was that greater trust could be established in the minds of the visitors if they were promised a 2 year guarantee along with “Official Dealer” instead of only the “Official Dealer” status. Here’s the 780px x 52px variation tested.

Variation
Horloges G-Shock variation

It says

  • Free shipping – Familiar with PostNL (Means “reliably with PostNL”, thanks to Thomas for the translation)
  • Tomorrow at home – Order before 16:00
  • Official Dealer – 2 year guarantee on watches

What were the results?

  • On a 95% significance scale, the variation generated 41% more turnover on visitors that visited the G-SHOCK page (in a testing period of two months)
  • Average order value improved by 6%

The ramifications for the business?

Horloges.nl used the increased revenue to cover the cost of shipping the watches, meaning that shipping became “free” and stopped being a cost center for the business.

Insights generated

If you’ve read one of our previous case studies on trust badges, ExpressWatches increased sales by 107% by replacing a “Lowest Price” image with an “Authorized Seiko Dealer” badge. Horloges.nl has taken this further by showing to customers that they are an “Official Dealer” and further strengthened their credentials by offering a 2 year guarantee. This indicates that it’s very important for customers to trust you and you should work to increase that in all possible ways.

Other interesting facts about this test

Rick Sportel of Moho Internet Concepts reports that he used Visual Website Optimizer to create and setup this test in only 30 minutes, changing only about 20 characters of HTML code. Also, for the first month the variation didn’t show too much increase but he decided to wait for statistical significance and the current result was achieved after two months of testing.

Siddharth Deswal

I do marketing at Visual Website Optimizer.

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3 Comments
Thomas
August 17, 2012

Few words on the translation, just for those that are curious about it.

Morgen al in huis (tomorrow at home) is a simple way of saying it’s delivered the next day.

Vertrouwd met postNL (familiar with postNL ) actually means reliably with postNL. postNL is the number one postal service in the Netherlands.

2 jaar garantie op uurwerken (2 year guarantee on watches). The word uurwerk actually means the clockwork, the inner part of the watch.

On the first banner there’s a logo, it’s missing on the second one. It basically means this website is a trustable website. More info about it can be found at http://www.thuiswinkel.org

Siddharth Deswal
August 17, 2012

Thomas,

Thanks so much for the translations along with their contextual meanings. Am adding this in the post and linking to you.

Martin Staflund
August 29, 2012

Intresting results!

In this case, there was a statistically significant difference in conversation rates so there was a clear winner.

But what if there would only be a 6% difference in AOV and no difference in CR, how can you establish if this AOV difference is real or just by chance?

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