Effectively Promoting Your Products Through A/B Testing

We often work with customers who have an online store or catalog platform and are interested in increasing exposure to their products.

The Idea

To help OFS, a premier optical fiber manufacturer, increase the number of views on their website’s product pages, we tested out a module on their homepage that featured each of their product lines with links to the product pages.

The Test

Variation A (The Control):

Originally, a website visitor interested in learning about OFS's products could find the products available through the top navigation menu, "Product Catalog."

Test001-A.png

Variation B (The Treatment):

Our team tested the impact of surfacing the large variety of products available directly on the homepage. We featured the seven top-level product groups in a grid-style module, with an additional option to visit their resource center for whitepapers and product guides.

Test001-B.png

The Result

After running this test, there was no question that the products module needed to be implemented into the homepage design. It exposed first-time web visitors to OFS’s full line of products and increased overall website engagement for product web pages.

Metric Variation A Variation B
Website Sessions Included in the Experiment 6,511 6,799
Product Page Views 938 1,271
Conversion Rate: Visitors-to-Product Page Views 14.41% 18.70%

By highlighting the various products available on the homepage, we increased the conversion rate of website visitors viewing the product pages by 30%.

Consider testing the way your website visitors can learn more about your products with Growth-Driven Design, o request a consultation with one of our experts to get started.

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