We used research to optimize the page and ran an A/B test. The winning version, labeled “radical,” resulted in a 75% increase in sales.
The original and double-control pages are actually identical. And to ensure that our judgment is sound, we always include a double-control.
We took the average of those two identical pages as the baseline to determine the lift, and it revealed a 75% increase at 99% statistical significance.
Here are the Google optimize screenshots:
A look under the hood
Before I discuss the changes that produced the lift, it is important that I quickly go over the research that informed those changes. Why? Because it is a critical aspect of the process and too many CRO practitioners do not devote enough attention to figuring out why more site visitors aren’t converting.
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We surveyed both bouncing visitors and subscribers to the Subscribe & Save program. One of the important questions we asked the bouncing visitors was: “If you did not purchase today, what was your reason?”
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