If you’ve read my blog or newsletter for any length of time you know that I am a fanatical tester.

Yesterday the results of a test I’ve been running came in and I though I would share those results with you.

One of the variables I recently tested was the “product description” that appears on the checkout page for 1ShoppingCart.com based carts.

This was for a special promotion I did for one of my affiliates, offering his subscribers special Live (GotoMeeting based) 1-on-1 website evaluations and conversion rate improvement consultations for only $97…

The control simply said:
“Half Hour Consultation $97.00″.

The test version was more benefit focused:
“Live 30 Minute 1-on-1 Conversion Boosting Website Evaluation $97.00″

This was the only difference between the two versions. The salesletter copy and calls to action were identical. The only variable was the checkout page version visitors were taken to when they clicked my order link.

And the only variable on the respective checkout pages was the “Product Description” wording.

(Click on the links to view the actual pages tested.)

Control:
http://www.web-site-evaluations.com/order1.htm

Test Variable:
http://www.web-site-evaluations.com/order2.htm

The results of this test were a pleasant surprise…

(Screen shot from testing software.)

The control version generated 48 sales (from 2,079 unique visitors) for a conversion rate of 2.31%.

The test version generated 56 sales (from 2,052 unique visitors) for a conversion rate of 2.73%.

So… The more descriptive and benefit rich product description in the shopping cart or checkout pages improved response by 18.2%.

Now, I understand this is not an earth shattering increase. But, for a single, small variable that few (if any) people ever test, this is a nice little boost.

(And… when you combine this small boost with a couple dozen other small, incremental improvements, it adds up to a significant increase in sales and profits.)

But… An 18.2% increase in response and sales can add up to a nice chunk of change over time.

For this particular promotion, an 18.2% increase in conversion would generate an additional $407.40 per 1,000 visitors.

1,000 unique visitors at 2.31% conversion = 23.1 sales * $97 per sale = $2,240.70
VS.
1,000 unique visitors at 2.73% conversion = 27.3 sales * $97 per sale = $2,648.10
= +$407.40

Your takeaway from this test is this…

The variables you can test are limited only by your imagination, and seemingly small details can be optimized to produce big improvements in conversion, sales and profits.

(But don’t take my word for it… TEST IT YOURSELF!)

Happy testing!

Eric Graham,
“The Conversion Doctor”

Popularity: 10% [?]

Related Posts:

The Conversion Doctor’s Blog Is “Not Helpful”?

If you have something to SELL, Usability testing is NOT enough…

Can an Affiliate Link Invalidate Split Test Results?

How One Word Or Even One Letter Can Boost Conversion Rates By Over 400%!

Usability Split Test Results: Link Appearance Matters More Than You Think…

The ULTIMATE Submit Button REVEALED! Putting all the Pieces Together…

Submit Button Usability Split Test Results: Size DOES Matter!

I can improve the conversion rate of ANY website… Guaranteed! (…or I’ll pay YOU $250!)

What in the Heck is “Secondary Link Feedback”?! (And how can it help you sell more?)

WHAT!? Michel Fortin Just Called Me A FANATIC! (And he says you should give your visitors “The Finger”…)

This entry was posted on Thursday, November 30th, 2006 at 5:52 pm and is filed under Affiliate Conversion, Conversion Rate Improvement, Copywriting, Landing Page Conversion, Multivariate Testing, Split Testing, Testing and Tracking. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a comment, or trackback from your own site.
Print This Article | Email This Article