Case Study recap authored by CXPerts (January 19, 2023)
Recap of previous experimentation wins and success stories Any questions or comments please let us know. - Cheers, Steven

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Homepage / PLP Add to Bag CTA Color 

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OVERVIEW 

Noticing that many of the CTAs on the Yankee Candle site had “ghost” or transparent CTAs, our team thought that perhaps because the products that have ghost CTAs, they were missing an element that could potentially draw the users’ eyes. 

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TAKEAWAY: A functional experience doesn’t always produce the best results. It is important to guide users via the experience in order to drive conversions. 

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Checkout Skip Login

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OVERVIEW 

After testing for several months, our team noticed the amount of steps a user had to take before checking out. We hypothesized that by removing a step in checkout, we would create an easier experience and thus increase conversions.  

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TAKEAWAY: AB testing is as much as about removing as it is creating. Perhaps combining the login page with another in the checkout funnel would provide a more streamlined experience while letting users login or sign-up.

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Checkout CC Expiration Text

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OVERVIEW

Insights from Newell and FullStory revealed that many users were struggling with following the correct format of the credit card expiration date and were getting frustrated, increasing bounces and decreasing transactions.

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TAKEAWAY: Even the simplest experiences can produce a significant change for the better. 

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    Global Carousel Stripe

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OVERVIEW

Insights from FullStory and the team revealed that the global carousel stripe’s dynamic element might be interfering with the customer’s journey. Testing a static message or removing it altogether, the team hypothesized that we could decrease friction and increase conversions. 

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