Monday 24 August 2009 | 10:49
In this week's instalment of 'Companies and Conversions', we look at how Schuh tested their product pages using Website Optimiser to increase conversions (sales) by 6%.
Testing the product category layout
Schuh’s Web Developer, Patrick Timmons, wanted to increase the profitability of the Schuh website. With Website Optimiser, he knew he could run different versions of a single page and see what led to a better response (i.e. conversion rate) from visitors. He decided to concentrate his efforts on the product category pages of the site.
Looking at his original page design, there were a number of things Patrick could test. Would customers respond best to have more products to compare on the page? Or fewer products, but with bigger graphics and more detail? Would including a male model on each page appeal, or was it a waste of valuable page space? In order to stop guessing about website design and to learn more about their visitors' behaviour, Patrick decided to launch an A/B test with Website Optimiser.
Winning page increased 'add to baskets' by 10% After leaving the test to run just a couple of weeks in Website Optimiser, it became clear to Patrick that one variation was winning. Variation B improved ‘add to baskets’ by 10% in comparison to the original.
Assuming the new variation converts equally to the original layout, this results in a 6% overall improvement in site conversions for customers who navigate via the product category page.
What can you do next?
Identify areas of your site to test. This can be done by a simple usability analysis of your site, or by using hard data from your analytics programme. Design alternatives to the original and run the new variations via a testing platform such as Google’s free Website Optimiser.
Schuh are just one of the companies that have shared conversion improvement success stories with us. Read more about Schuh and others in the Conversion Centre. You can also learn more about our Google Conversion Professionals programme and how they could help you improve your site's profitability here.