A/B Test & Hypothesis

What the Data Told Us

We conducted our CRO Insights for this long-term client to provide an analytical view on what could be improved further. We looked at Shopify Analytics, Google Analytics 4 data, user behaviour, as well as looking at the data from previous A/B tests conducted both with this client and with others. Our main goal of the data collection was to implement and test strategies to increase conversion rates. When analysing the product detail page in particular, we noted that there were some optimisations that could be done to increase brand trust, especially due to the industry of this client. In previous tests with other clients, we noticed the improvements from placing value propositions near the add to cart button where the conversion decision takes place.

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Variant Structures

How the Test was Set Up

We decided to test presenting three trust building value propositions below the Add to Cart button which included “Chosen by over 20,000 families & 500+ funeral directors”, “Hundreds of deliveries per week to all 50 states”, and “Rated 4.93/5 by thousands of families”. The Original had no value propositions while the Variant displayed as depicted.

The Results

Over the two week testing period, Variant 1 consistently outperformed the original design across both desktop and mobile in key metrics such as Add to Cart Rate, Revenue per Visitor, and Conversion Rate. All devices saw increases with mobile devices seeing the most impressive increases including 47.7% increase in Add to Cart Rate, 32.7% increase in Conversion Rate, 105.2% increase in Revenue per Visitor, and 54.6% increase in Average Order Value. Similarly, desktop devices performed well with a 19.9% increase in Add to Cart Rate, 5.8% increase in Conversion Rate, 10.9% increase in Revenue per Visitor, and 4.8% increase in Average Order Value.

Based on the Overall results below, we implemented Variant 1 permanently.

  • 34.5%

    Increase in Add to Cart Rate

  • 13.5%

    Increase in Conversion Rate

  • 39.8%

    Increase in Revenue per Visitor
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