The Visual Website Optimizer Case Studies page is filled with proof of how A/B and Multivariate testing increased sign-ups, downloads, sales or revenue for a number of our customers. But very rarely do we come across a customer who shows us how conversion rate optimization has ramifications for the business at large. That’s what makes today’s case study super special; a simple change leading to higher sales and revenues which enabled the business to eliminate a cost center.
Moho Internet Concepts is a company based in Groningen, The Netherlands. Their business consists of selling fashion accessories and jewelry through various web shops. Moho operates in a very competitive market where constantly improving conversion rates is very important to get better results and enlarge market share. Their primary web store is Horloges.nl which they use to sell watches from various manufacturers.
Their landing page for the Casio G-SHOCK line of watches contained a 780px x 72px banner just above the product images.
The text says
- Official G-SHOCK dealer
- Free shipping
- Tomorrow at home (Simple way of saying “delivered the next day”, thanks to Thomas of Webdesigner.nl for the translation)
The Online Marketing Manager for Moho Internet Concepts wanted to make this banner take lesser space while conveying more information. The hypothesis was that greater trust could be established in the minds of the visitors if they were promised a 2 year guarantee along with “Official Dealer” instead of only the “Official Dealer” status. Here’s the 780px x 52px variation tested.
- Free shipping – Familiar with PostNL (Means “reliably with PostNL”, thanks to Thomas for the translation)
- Tomorrow at home – Order before 16:00
- Official Dealer – 2 year guarantee on watches
What were the results?
- On a 95% significance scale, the variation generated 41% more turnover on visitors that visited the G-SHOCK page (in a testing period of two months)
- Average order value improved by 6%
The ramifications for the business?
Horloges.nl used the increased revenue to cover the cost of shipping the watches, meaning that shipping became “free” and stopped being a cost center for the business.
If you’ve read one of our previous case studies on trust badges, ExpressWatches increased sales by 107% by replacing a “Lowest Price” image with an “Authorized Seiko Dealer” badge. Horloges.nl has taken this further by showing to customers that they are an “Official Dealer” and further strengthened their credentials by offering a 2 year guarantee. This indicates that it’s very important for customers to trust you and you should work to increase that in all possible ways.
Other interesting facts about this test
Rick Sportel of Moho Internet Concepts reports that he used Visual Website Optimizer to create and setup this test in only 30 minutes, changing only about 20 characters of HTML code. Also, for the first month the variation didn’t show too much increase but he decided to wait for statistical significance and the current result was achieved after two months of testing.