A/B/C Test

Highlight Guarantee Policies on PDP

Based on search queries on search engines, we observed users attempting to contact Aeromotive support through the contact information. Our hypothesis was that many customers may want to know the basic information like return policies, etc., which was not displayed on product detail pages. Based on past experiences, we identified that one of the most critical design strategies that boosted add-to-cart and purchase rates involved offering free shipping, a money-back guarantee, etc. Based on this information, we incorporated compelling elements for undecided users before purchasing. 

We conducted an A/B/C test to ascertain the correct way to communicate this. The first variant displayed the 90-day return policy and the 1-year warranty, while the second variant displayed the 90-day return policy. These elements were placed below the add-to-cart CTA on product detail pages.

The Results

Variant 1, which displayed both, indicated a 4.5% increase in Conversion Rate, a 17.26% increase in Average Order Value, and a 5% increase in Cart Completion Rate. Variant 2, which only displayed the 90-day return policy, indicated a 16.43% increase in clicks on the add-to-cart button but a 16% decrease in Conversion Rate and a 19% decrease in Cart Completion Rate. The results suggested that users perceive the 1-year warranty as more significant than the 90-day return policy. We implemented Variant 1 permanently.

  • 17%

    Increase in Average Order Value

  • 4%

    Increase in Conversion Rate

  • 5%

    Increase in Cart Completion Rate
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