Case Studies
16.9% Improvement in the Conversion Rate of the Bestseller
- Goal:
- Try and improve bestseller sales.
- Outcome:
- 16.9% improvement. Client testimonial video ▶️.
BuildASoil is already a hugely successful plant soil eCom brand. Their YouTube channel has 196K subscribers.
So, starting the project, we were like, “Man, could this be the one where we can’t move conversion rates?”
FOLLOW THE PROCESS
As you might know, we have a go-to conversion boosting strategy. The basic idea is this: the client’s funnel is already working, so don’t touch it. Instead, add mechanisms to identify shoppers who are interested but need more convincing as they are traveling through that funnel.
MY CHALLENGE
Because BuildASoil Craft Blend – Nutrient Pack is already a bestseller, we weren’t sure how much more conversion juice was left to extract. It turns out there was plenty of room for improvement.
It shows that when there is a proven method, don’t shy away from using it in all situations. It’s a proven method for a reason.ll.
THE CONCEPT
Across the page, we add subtle nudges to draw the attention of shoppers who are interested, but need more convincing.
Here are some nudges above the fold:
Here are 2 more nudges slightly lower on the page:
We have all these nudges because different shoppers focus on different parts of the page. Some focus on the image gallery, some immediately focus on price, and some focus on the description. By having nudges at hotspots, we ensure that most page visitors see them.
The nudges are conditional–click one, and the others become invisible. This is done to ensure shoppers don’t see the same content twice.
Here’s what appears when a desktop nudge is clicked:
And here’s what appears when a mobile nudge is clicked:
Our popup pitch was designed to communicate 4 things:
1: That quality is our North Star (which is 100% true for the brand).
2: Video by the founder explaining the bestseller. This video was on their YouTube channel but not on the product page. We wanted to give it more prominence.
3: Emphasizing the fact that BuilASoil doesn’t want to grow too fast. This came up in my client interview, and I wanted to use it because it says so much about the philosophy behind the brand.
4: This page has 1,565 reviews, and we want people to read them.
THE OUTCOME
16.9% lift in conversion rate of bestseller page with 98.53% statistical significance.
To be sure, we let the test run for 61 days over 630 transactions.
We ensured that both variants received equal traffic and that the traffic was stable week over week.
Additionally, we looked at the test data in the client’s GA4 to ensure that the results we saw in the A/B testing tool mirrored what was happening in GA4. Those GA4 numbers were run through a statistical calculator to confirm the results. The GA4 numbers were also statistically significant.
FULL DISCLOSURE
What you see is the winning pitch. What you don’t see are the 3 pitches that failed. This is what makes testing so powerful: You formulate a few different sales pitches, put them in front of shoppers with credit cards, and let their credit cards do the talking. It’s the ultimate meritocracy.
More Evidence
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