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

Homepage / PLP Add to Bag CTA Color 

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. 

RESULT

By changing the Add to Bag CTA from white to green, we increased user engagement - subsequently increasing clicks for the Add to Bag CTAs and transactions.  

QUICK FACTS

• ↑2.5% Add to Bag CTA Clicks (99% stat sig.)

• ↑1.5% Transactions (90% stat sig.) 

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. 

Checkout Skip Login

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.  

RESULT 

By removing the login step, we positively affected every single conversion objective within checkout. Pageviews for steps further in the funnel and transactions increased with 100% stat significance although signups were likely affected since we removed that step. 

QUICK FACTS 

• ↑12% Shipping Pageviews (100% stat sig.) 

• ↑1.9% Transactions (100% stat sig.) 

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.

Checkout CC Expiration Text

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.

RESULT

By simply adding helper text above the credit card expiration date field, we decreased the friction with this element, increasing the orders submitted and transactions. 

QUICK FACTS 

• ↑0.75% Submit Order CTA Clicks (96% stat sig.) 

• ↑0.5% Transactions (94% stat sig.) 

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

    Global Carousel Stripe

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. 

RESULT

By removing the dynamic element from the carousel, we increased both engagement and transactions across both variations. Ultimately, removing the carousel altogether is what saw the most prominent increase in engagement and transactions. 

   QUICK FACTS

• ↑0.9% PDP Pageviews (~100% stat sig.)

• ↑1.18% Transaction Rate (~100% stat sig.)

TAKEAWAY: Again, sometimes removing a feature can be beneficial for users. By removing the revolving carousel, we saw an increase in our macros that we should not ignore.

QUICK FACTS

• ↑0.75% Submit Order CTA Clicks (96% stat sig.)

• ↑0.5% Transactions (94% stat sig.)

Case Study recap authored by CXPerts Steven

From: Steven Shyne <steven@cxperts.io> Sent: Thursday, January 19, 2023 16:22 / Recap of previous experimentation wins and success stories Any questions or comments please let us know. - Cheers, Steven