Homepage Experiments ... impact to the core conversion, we would make the expanded products the ... so that make our Con
Design Experiments with CRO Homepage Experiments
Mastering Patterns, Visuals, Space
Homepage
Re-Branding
Navigation
Condition Page
Product Page
Checkout Flow
Homepage Re-Design Version 7.8
Challenge Looking to expand the business beyond cell phones and electronics, uSell surveyed customers asking what other types of products they would be interested in selling on the site. Through qualitative surveys and measuring click-through rates in marketing emails, our team observed that customers were interested in selling items such as textbooks, clothing, and video games on uSell.com, but we wanted data to prove it.
Hypothesis Our product team hypothesized that we could add additional verticals to the site without affecting our core conversion rate. Before taking a risk.
Design & Testing
Original
Variation 1
v.s.
the original version of the site allows customers to sell eight different types of electronics by clicking on the icons.
The variation features the new sellable items as icons and in the header links menu.
Touchpoint 1: Reduce menu’s height & add words for cross selling
Touchpoint 2: Increase Page Density
Touchpoint 2: Increase Page Density
Touchpoint 2: Increase Page Density
Touchpoint 3: Reading Sequence Optimization
Touchpoint 3: Reading Sequence Optimization
Results We focused on customers placing orders to sell their electronics as the barometer of success in the test. As long as the variation showed no significant negative impact to the core conversion, we would make the expanded products the default. Orders from other verticals would add incremental revenue worth pursuing for the business. After running the test twice, we found that adding additional verticals to the site had somewhere between a break even and -3% impact on conversions on our electronic business. Instead of being focused only on selling electronics, we can commit to offering consumers the opportunity to sell a wider variety of products in our marketplace.
Original
v.s.
Variation 1 (–3%)
Homepage Re-Design Version 8.0 - 8.63
Challenge After about one quarter we added new additional verticals the Conversion Rate became fragile; because the traffic looks to be not stable enough, even it keeps gradually increase.
Selling Volume
Our team determined implementing another experiment so that make our Conversion Rate going steady again.
Traffic
Hypothesis The uSell product team hypothesized that we could focus on the most popular products to drive a more stable and higher conversion rate.
90% Revenue from iPhone + other brands Cellphone
Design & Testing
v.s.
Pattern 1
Pattern 2
Preference Test 1 Variation A
Variation B
Click Test 1 Variation A
Variation B
Click Test 1 Variation A
Variation B
Even Variation A doesn’t win from preference test, we still need to validate its usability aspect via click test. As above result, this pattern could concentrate users’ consistent behaviors which potentially is ideal pattern to support hypothesis validation. On the other side, Variation B’s distribution is a kind of chaos. As a homepage design, this pattern is not good for the entrance of traffic which could lead some risks.
Preference Test 2 Variation A
Variation C
Click Test 2 Variation A
Variation C
Click Test 2 Variation A
Variation C
Based this round test, we learnt Variation C could work as good as Variation A. It could bring user focus on main CTA enough.
Preference Test 3 Variation C
Variation B
Results After running live A/B testing two weeks, we are glad to see that the new design to the site had somewhere between 12% 15% improve on conversions on our core business.
Original
v.s.
Variation C (+15%)
Results After released the v8.63, our conversion rate became strong, and then the traffic also met a peak in follow quarters. Based on these scientific experiments, our product team continue to validate the right directions of product. as the right side charts showed, we made a better and better conversion rate, and NPS via a series of new features.
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