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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…
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”
About the Author
Eric Graham is a serial entrepreneur, author, speaker, copywriter and consultant. Enter your name and email address below to get notified when new response boosting tips, tested conversion strategies, updates, articles and videos are posted. You'll also get immediate access to a powerful 90 minute Conversion Boosting video as a free gift for signing up (and a lot more!)
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Thanks, Eric – Very interesting idea that makes a lot of sense.
I am starting to test this approach immediately.
Good for you Peter!
That’s the key with ANY new information or tactics… Test it our in your own niche.
Welcome to the blog.
Happy testing,
Eric
I had never thought of doing that kind of testing myself, I was only testing the difference between making images links and keywords links,maybe I should take it up a notch! Thanks!
Hi Eric,
The results in this test are by most measures considered to be statistically insignificant. In other words, you would expect to see this level of difference in the results. To draw any conclusions from an improved conversion of 8 extra sales from 2000 visitors could be difficult.
Just a small criticism – love the blog.
Luke
If you’re interested on website optimization and you want to test your shopping cart process, I wrote a guideline for designing a more usable progress bar, here: Testing the Checkout Process – The progress bar design. Enjoy!
[...] Checkout Page Split Tests: Product Descriptions Matter [...]