Recently, a client who is an online merchant decided to run a few tests to see if we could improve his website conversions. His product page presented four different options, and while his sales were acceptable, he thought they could be better.
He wasn't exactly sure, however, what needed to be done to increase his website conversions. He thought offering four products was a good idea, since he had a price range to meet every budget. Each product description clearly outlined all the features and benefits, so there was more than enough information for his site visitors to use in their decision making process.
I was concerned, though, that there might be a bit too much information. In marketing, the old adage says a confused mind makes no decision. And internet marketing is no different. So we designed a split test.
We tested three different product pages – the original page with four products, a new page with three products and a new page with two products. In the original test, everything about the pages was the same, i.e. headlines, copy, graphics, etc. The only difference was the number of products. (We later tested the individual elements, but that's another topic.)
We found that the page with three products actually increased conversions by 39%. Turns out his site visitors had been overwhelmed by all the information presented on the four-product page. However, site visitors did want to feel like they had a choice; in fact, conversions dropped on the page with only two products.
How can you apply this to your own website? Take a look at each of your pages, especially your product pages. Are you offering too much information? Not enough information? Are you making it difficult for your visitors to make a decision? Design a few split tests to help you determine a happy medium.
Are you wondering what we did with the fourth product? We used it as an upsell. Anyone who purchased product #3 was presented with the option of purchasing product #4 before checking out. This reduced their decision making process to only two products (product #3 versus product #4) while still giving my client the option of offering four products. Incidentally, approximately 21% of those who were presented with the upsell offer decided to upgrade to product #4.
Karen Scharf coaches website owners on tricks and techniques that have been proven to increase website conversion. FREE subscription at http://www.SuccessfulSiteSecrets.com
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