Manna is a Hungary-based online store that sells chemical-free, organic and handmade personal-care products like soaps, body butters, essential oils, etc. Their products are available for purchase in Hungary, Germany, Austria and Serbia.
Being a Hungarian brand in Germany, they have to deal with a lot of trust issues. To overcome the same they decided to test various certifications and payment seals on the website. The hypothesis was that adding these certificates and payment icons near the “add to cart” button on the product page will increase clicks on the button as well as sales and revenue.
This is how the original product page looked like:
The team at Manna decided to a/b test 2 variations of the product page against the original. The first version had a big banner showing the payment options and 3 certificates below it. This is how it looked:
The second version had 2 rows of various certificates. This is how it looked:
The test was run on more than 3000 visitors split equally between the 3 variations.
Variation 1 won and 11.26% of the visitors, who viewed this version, clicked “add to cart” button, in comparison to 1.48% in original (and 8.73% in variation 2).
Here’s a screenshot of the bar graph from the VWO app showing conversion rate of each variation:
Why Variation 1 Outperformed the Other Two Versions of the Product Page?
As an online store selling natural and organic items, the pressure on Manna to prove their credibility is much more than any other web-shop selling cosmetics and skincare. This is because in addition to having great product pages and a seamless web experience they also have to constantly re-iterate the fact that they sell authentic natural products made from chemical-free substances. Having certifications, right on product pages, thus helped them boost the clicks on “add to cart” button. This is why even version 2 recorded a whopping increase of 490% in click rate.
Variation 1 emerged as a winner because of showing the certifications and ease of payment option together. This addressed the two most common concerns faced by customers — whether the product is authentic and if their preferred mode of payment is available as an option.
Have you done any tests on your product pages? I’d love to know what you learnt about your visitors from them in the comments section below.