3 Consecutive Wins for TinyTotties.com

Click the image to zoom in

Tinytotties is an e-commerce site which sells baby bedding sets and kids room decor. We ran 3 experiments for them and saw some nice improvements in conversion rates as well as revenue-per-visitor in all 3 tests. They did a great job helping us develop the experiments. It’s important to setup global tests when testing e-commerce sites and their team did a great job implementing our tests.

Test #1

Test Page: Product Pages

Variations: 4

Hypotheses:

  • Variation 1 (Anxiety Relief): Addressing  concerns that the visitor may have when deciding whether to purch ase a product will decrease their anxiety level, therefore increasing conversions.
  • Variation 2 (Proximity + Add-on Friction): We noticed that many yes/no options were using select lists instead of radios or checkboxes, and were creating friction by making it seem like it was a multiple-choice question. We replaced these with tickers and used the extra space as a place to put our anxiety-relieving elements.
  • Variation 3 (Head-less): Previous tests have shown that shorter headers usually convert better due to browser sizes – We removed the top banner and moved the search box above the navigation to test this.
  • Variation 4 (Scarcity): We wanted to test the effect on scarcity on their visitors – we accomplished this by changing the price label to “Today Only:”
The Variations (Click to enlarge):
original
Control LP: 7.01%
Anxiety-Relief
Anxiety Relief: +31.91%
AR-Proximity
Proximity + Friction: +20.55%
shorter-header
Shorter Header: +18.74%
scarcity
Scarcity: +4.07%

 

Conclusion: All of our hypothesis had positive results on conversion rates – we ended up putting together all the concepts we learned and implementing them globally.

Test #2

Test Page: Category Pages

Variations: 1

Hypotheses:

  • Variation 1 (Larger Images): With 4 products per row on the category pages, it was hard to see any details of a product without zooming into it. We thought putting just 3 products per row would increase engagement.
The Variations (Click to enlarge):
Screen Shot 2012-11-01 at 5.41.05 PM
Control: 7.01%
category_optimized
Anxiety Relief: +22% Revenue-per-visitor

 

Result: The Variation saw a 22% increase in revenue-per-visitor. The overall conversion rate increased 11%, which means revenue-per-conversion also increase.

Screen Shot 2013-01-26 at 2.00.52 PM

Conclusion: Visitors will engage more when product details are clearly visible.

Test #3

Test Page: “You may also Like”

Variations: 1

Hypothesis:  On this particular site, visitors were being sent to a recommendations page after hitting “add to cart”, instead of the cart page. We wanted to see how effective this was, so we set up a custom funnel in Google Analytics. We found that the recommendations page had a pretty high exit rate – about 60%. We wanted to test the effects of removing this un-necessary step.

Screen Shot 2013-01-26 at 2.04.43 PM

Results

TinyTotties_YMAL

Conclusion: Removing this extra step increased overall revenue-per-visitor by 32.91%.

 

Want these types of results on your site? You should hire us.

  • BrutForce

    Just WOW!

  • Kenneth Dreyer

    I’d love to hear more about you guys went about implementing test #2 and #3 from a technical standpoint. Surely this isn’t straight out of the box from VWO?

    • http://landersoptimized.com/ Cooper Maruyama

      Great question. We run javascript (namely jQuery) code on the variation pages, along with some CSS. Then, we use a regular expression to match category pages only. Our Lean Conversion Optimization article goes into detail on this.

  • http://twitter.com/TimWebDesign Tim Rose

    Variation 1) Anxiety Relief: +31.91%
    Variation 2) Proximity + Friction: +20.55%

    Variation 2 is 11.36% less than variation 1.

    Is this because the “anxiety relief” was moved?
    If not wouldn’t you conclude the radios/checkboxes were less effective?

    Changing two variables at once makes this difficult to evaluate.

    Interesting all the same.

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