Bionic Gloves is an online store that designs and sells a range of gloves, such as golf gloves, fitness gloves, and more. Their focus is to provide customers with gloves that have fine grip, comfort, and durability.
To increase sales from their eCommerce shop, they decided to optimize their website. The task was given to Portland-based marketing & conversion optimization agency, Sq1.
Sq1 performed many tests on the Bionic Gloves website. In this case study I’ll be taking you through an interesting test that was performed on one of the most important pages of any eCommerce website, the shopping cart page. In fact, one study by Surepayroll estimated that each year eCommerce websites lose a whopping $18 billion because of shopping cart abandonment.
To test their hypothesis that removing the ‘special offer’ and ‘gift card’ code boxes from the shopping cart page would result in more sales and less cart abandonment, they set up an A/B test in VWO.
This is how the original shopping cart page looked like:
The test was run on close to 1400 visitors for a duration of 48 days. This is how the variation page (without the code fields) looked like:
The primary goal that they were tracking was the revenue made. The variation won and increased the total revenue by 24.7%, and revenue per visitor by 17.1%.
Why the Variation Won?
In the words of David from Sq1, “Anytime you leave the door open for a user to leave the conversion funnel – even if it seems like they’d come right back – you risk losing sales. By showing the Promo Code field on the cart, users were enticed to leave the site in search of a promo code. At that point, the conversion process is interrupted and you are more likely to lose potential customers. As such, hiding it was a very logical test.”
A shopping freak myself, I wouldn’t lie that I, too, have gone looking for coupon codes a number of times in the middle of my purchasing process. This, as David pointed out, has a number of risks:
- The sight of the coupon box triggers visitors to look for one on Google and other places. I did a quick Google search of “Bionic Glove”, and look what I found in the auto-complete searches:
- eCommerce websites also risk losing money to affiliates and websites offering deals, coupons, etc.
- Many a times, visitors end up finding a better deal on another web store.
To avert this, I have seen many websites now show all available coupon codes right on the product page and also on the cart page. Not only does this help them reduce cart abandonment, but also helps them increase their average order value as many shoppers go ahead and buy more stuff to cross the threshold at which coupons can be applied.
See how Myntra, a fashion ecommerce website based out of India, does this beautifully:
Tell me what you think about this case study in the comments section below. I am also available for intellectual discussions on CRO and A/B Testing which can fit in less than 140 characters on Twitter @taruna2309. See ya!