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Checkout Page at Doctor FootCare

The following example comes from one of  Bryan Eisenberg’s experiments.

There are nine differences between the two variants of the Doctor FootCare checkout page shown in Figure 1. If a designer would show you these 2 screenshots and ask which one should be deployed live, could you guess which one will havea better conversion rate? Could you estimate what the increase/decrease  is between the 2 conversion rates and whether that difference is significant? We will share the results at the end of the section, but I encourage the readers to think about it before reading the answer.

Version A

Version B

source:http://exp-platform.com/Documents/GuideControlledExperiments.pdf

For the Doctor FootCare checkout page, variant A in Figure 1 outperformed variant B by an order of magnitude. In reality, the site ―upgraded from the A to B and lost 90% of their revenue. Most of the changes in the upgrade were positive, but the coupon code was the critical one: people started to think twice about whether they were paying too much because there are discount coupons out there that they do not have. By removing the discount code from the new version (B), conversion-rate increased 6.5% relative to the old version (A).

Pitstop Media offers ROI based internet marketing services such as landing page testing services and conversion rate optimization services. Our A/B and multivariate tests have helped companies increase conversion rates by as much as 75%. Let us increase your conversion rates, too!

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