A/B Test

Build | Buy Now vs Pre-Plan

When conducting a CRO Audit for one of our clients, we noted that on the product detail page, Titan Casket utilised their branding green as tabs for options to purchase. Customers were required to click the tab of their choice and then presented with the benefits and details before a yellow button encouraging them to purchase. However, because the green used in tabs, we hypothesised that customers may mistake this as a CTA.

To avoid friction, we recommended testing an alternative layout of radio buttons with benefits open by default. By making this change, it would avoid the view that the options between Buy Now and Pre-Plan were CTAs while also presenting all benefits in one glance, allowing users to make informed decisions when purchasing caskets.

The Results

We analysed the data of this test after two weeks and noted strong increases in conversion rate, average order value, and revenue per visitor. By displaying all benefits at all times, our theory was proved that customers found the product detail page and the purchase journey easier to navigate and make conversion critical decisions instantly.

  • 24.6%

    Increase in Conversion Rate

  • 2.7%

    Increase in Average Order Value

  • 27.9%

    Increase in Revenue per Visitor

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