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Product Pages TestedHow carefully pinpointing customer anxiety led to a 78% increase in conversion

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Today’s speakers

Austin McCrawDirector, Content ProductionMECLABS

Taylor KennedySenior Research ManagerMECLABS

Ben HuppertzSenior Research ManagerMECLABS

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What do these pages have in common?Logo

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Anxiety definition

C = 4m + 3v + 2(i-f) - 2a ©

C m v ifa

= Probability of conversion= Motivation of user (when)= Clarity of the value proposition (why)= Incentive to take action= Friction elements of process= Anxiety about entering information

Wherein:

Anxiety: Psychological concern stimulated by a given element in the conversion process.

There are two reasons marketers should care about customer anxiety

on their product pages.

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Why should marketers care?Reason #1. Because when we correct for anxiety, we see performance gains.

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Why should marketers care?Reason #1. Because when we correct for anxiety, we see performance gains.

LogoLogo

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129%Increase in

clickthrough

87%Increase in conversion

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262%Increase in conversion

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Why should marketers care?Reason #2. Because the needed correction often calls for simple and small changes.

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Why should marketers care?Reason #2. Because the needed correction often calls for simple and small changes.

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Why should marketers care?Reason #2. Because the needed correction often calls for simple and small changes.

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Which small changes have the most impact on our product pages?

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What is the true impact of anxiety?

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What is the true impact of anxiety?

We tested four of these elements to determine their true impact on a

specific product page.

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What is the true impact of anxiety?

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Experiment: Background

Background: A large e-book retailer.

Goal: To increase the overall number of e-book sales.

Research Question: Which attempt to reduce anxiety will result in the highest conversion rate?

Test Design: A/B variable cluster split test

Experiment ID: TP1713Record Location: MECLABS Research LibraryResearch Partner: (Protected)

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Experiment: Version A – site security

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Experiment: Version A – site security

Concern:• Is the checkout

secure?

Corrective:• Version A

attempts to reduce anxiety with a security seal.

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Experiment: Version B – [product] specifications

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Experiment: Version B – [product] specifications

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Concern:• Is my device

compatible?

Corrective:• Version B

illustrates compatibility with all devices.

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Experiment: Version C – description

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Experiment: Version C – description

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Concern:• Is this a book I

want to read?

Corrective:• Version C brings

the synopsis to the top of the page.

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Experiment: Version D – shipping [access] time

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Experiment: Version D – shipping [access] time

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Concern:• Can I read this

immediately?

Corrective:• Version D

highlights the short time it takes to begin reading.

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Experiment : Side by side

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Version A: Site security Version B: [Product] specifications

Version D: Shipping [access] timeVersion C: Description

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Experiment: Results

Relative increase in conversion78%Moving the product description up on the page increased conversion by 78%.

Design Conversion Rate % Relative Change

Control 1.92% –

Version A: Site Security 2.56% 33.4%

Version B: [Product] Specification 2.29% 19.1%

Version C: Description 3.42% 78.0%

Version D: Shipping [Access] Time 2.35% 22.5%

What can this experiment teach us about anxiety that we can apply to

our product pages?

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What we discovered

A

BD

C

10%

30%

50%

70%

Co

nve

rsio

n R

ate

1. Every element we tested on the page overcorrected some type of customer anxiety, with some elements performing more effectively than others.

Key Principles

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What we discovered

10%

30%

50%

70%

Co

nve

rsio

n R

ate

DB

A

C

2. The effectiveness of each corrective directly related to how it matched the specific concern in the mind of the customer.

Key Principles

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1. Quality

2. Reliability

3. Security

4. Price

Specific Corrections1. Satisfaction Guarantee

2. Testimonials

3. Third-Party Seals

4. Low-Price Guarantee

Specific Sources

What we discovered

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Ease of use

Product quality

Customer satisfaction

Cost justification

What we discovered

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What we discovered

3. Location plays an important role. You can more effectively correct anxiety by moving a corrective element in closer proximity to where the concern is experienced.

Key Principles

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Summary

1. Anxiety is lethal to conversion, and it can often be corrected with a simple, yet strategic, change to a product page element.

2. The effectiveness of an anxiety corrective is dependent on two essential factors:

• Specificity – How specific is the corrective to the source of anxiety?

• Proximity – How close is the corrective to the moment of concern?

Live optimization

Company: JPro

Primary Audience: Commercial fleet managers

Page Purpose: Product page

http://bit.ly/1pIbbMz

Company: Sunway College

Primary Audience: Prospective students7

Page Purpose: Course information page

http://bit.ly/1lyJpjI

Company: Ceresnie and Offen Furs

Primary Audience: High-end coat wearers

Page Purpose: Product information page (no online sales)

http://bit.ly/1uCNoeA

Company: Precious Moments

Primary Audience: Figurine collectors

Page Purpose: Product purchase page

http://bit.ly/1lCTBGv

Company: Bellacor

Primary Audience: Interior decorators

Page Purpose: Product category page

http://www.bellacor.com/

Company: Electric Fireplaces Direct

Primary Audience: Home decorators

Page Purpose: Product page

http://bit.ly/STnuae

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Next Clinic: Background

Background: A large audio technology and engineering company offering professional and personal audio products

Goal: To increase email clickthrough

Research Question: Which email approach will result in the highest clickthrough rate?

Test Design: A/B split test

Experiment ID: TP20173Record Location: MECLABS Research LibraryResearch Partner: (Protected)

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Next Clinic: Version A

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Next Clinic: Version B

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Next Clinic: Version C

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Next Clinic: Side by sideVersion A Version B Version C

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Live July 9 at 4:00 p.m. EDT

• What changes were implemented in the copy • How to identify the right call-to-action for an email send • How you can apply the principles from this clinic to your own email

marketing efforts

Join the next live 35-minute Web clinic to discover:

Next Clinic: Email Copy Refined

To join live, register at the link below:

MarketingExperiments.com/EmailCopy

Email Copy RefinedHow a change in copy approach led to a 25% relative increase in clickthrough rate

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See how you can conduct research with usMECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs.

Learn more about how you may be a fit for a MECLABS Research Partnership:

• Select Research Partnership Opportunities on the post-webinar survey

• Contact us directlyinfo@MECLABS.com1-877-635-0565

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