Content
Get updates on tests we run to improve conversion...
Perfume retailer improves conversion with split test
02/02/2010
Can small changes really have a big impact on conversion rates? A/B testing can show you the way, according to an expert.
One case study in the United States has shown that carrying out A/B tests on small cosmetic alterations to a website can yield a notable change in conversion rates.
Mark Brohan, writing for Internet Retailer, has highlighted how minor changes made to the website of perfume and cologne retailer Scentiments.com had a positive impact on the levels of conversion.
He notes that "straightforward design changes" to ecommerce pages helped the website secure an increase in conversion rates of around seven per cent.
Mr Brohan says that Scentiments.com "made several simple - but effective - design changes" and an A/B test soon confirmed that shoppers were in favour of a new, enhanced design.
Last month, Janis Lanka, front-end development manager of Elastic Path Software, highlighted how a simple split test improved conversions on the Vancouver 2010 Olympic website.
One design boasted conversion rates which were eight percentage points higher than another layout, indicating a clear preference from the site's users.
Mark Brohan, writing for Internet Retailer, has highlighted how minor changes made to the website of perfume and cologne retailer Scentiments.com had a positive impact on the levels of conversion.
He notes that "straightforward design changes" to ecommerce pages helped the website secure an increase in conversion rates of around seven per cent.
Mr Brohan says that Scentiments.com "made several simple - but effective - design changes" and an A/B test soon confirmed that shoppers were in favour of a new, enhanced design.
Last month, Janis Lanka, front-end development manager of Elastic Path Software, highlighted how a simple split test improved conversions on the Vancouver 2010 Olympic website.
One design boasted conversion rates which were eight percentage points higher than another layout, indicating a clear preference from the site's users.