A/B Test

Implementing Story Widgets on Mobile Devices

During your CRO Implementation retainer with Blend, our strategists will take time to go through the your site to find areas of optimisation that would otherwise cause friction. Once optimisations are pinpointed, we suggest recommendations, based on our insights and hypotheses. During one of these analyses, we identified that the homepage could be optimised above the fold to guide users to where they needed to be, to aid conversion in the customer journey.

In the past, we had tested a carousel display approach for the homepage banner. However, this hadn’t proven to increase metrics enough to reach statistical significance. We suggested testing story widgets on mobile devices only in this case to guide users to collection pages.

The Results

After two weeks, the data displayed that the test increase shopping activity and conversions, but decreased basket value. This was likely due to customers arriving on collection pages but not travelling deeper to product detail pages. We recommended setting Variant 1 live permanently, with the goal of following this with a test to send customers directly to product detail pages instead of collection pages in the future.

  • 18.6%

    Increase in Conversion Rate

  • 17.28%

    Increase in Transactions per Session

  • 19.3%

    Increase in Cart Completion Rate
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