eCommerce Case Study: 71.9% Increase In Order Completion On Desktop
This website is an eCommerce store in the luxury goods niche.
What We Tested And Why:
We conducted A/B testing to measure the effectiveness of adding a search bar on the homepage, collections pages, and blog pages. We randomly divided our traffic into two groups: one group that saw the new search bar on the homepage, collections pages, and blog pages, and the other group that saw the original version of the website without the search bar. We tracked the rate of order completion and revenue per visitor for both desktop and mobile users.
Our reasoning for the test was that with customers quickly and easily able to find the products or information they were looking for, it would increase their chances of making a purchase.
The Test Results:
Our results showed that adding a search bar resulted in a 71.9% increase in the rate of order completion on desktop and a 67.8% increase in revenue per visitor on desktop.
However, there was no significant change in the rate of order completion and revenue per visitor on mobile.
We achieved statistical significance for our desktop results with a 98% confidence level, indicating that the results are reliable and significant.
Adding a search bar on the homepage, collections pages, and blog pages has proven to be a successful solution for increasing revenue and improving the user experience for desktop users.
On mobile, however, the screen size may have made it more difficult for customers to use the search bar effectively, resulting in no significant change.
As a result, we recommended further testing and optimization of the search bar for mobile users to enhance the user experience and potentially increase revenue on mobile devices.
Overall, our case study demonstrates the importance of testing and data-driven decision making in improving the user experience and increasing revenue for e-commerce websites.
Are you ready to increase your conversion rate on your own website? Why not claim our free CRO audit that can increase your conversions anywhere from 20-100+%? Answer a few questions and we’ll send over the personalized audit by email!