Cluse Sees an Uplift in Transactions With Product Landing Page Optimization
+1.12%Uplift in transactions
+2.39%Increase click-through rate to the PDP
Known for their modern, simple, and elegant watches & jewelry, Dutch watch brand Cluse has established itself as one of the fastest-growing accessories brands.
The Challenge
Cluse noticed that the bounce rate for their product landing pages was high and found that not many users clicked through to the product display pages. There was no clear call-to-action for the user to progress to the product display page.
Original
Test Hypothesis
To encourage more users to click through to the individual product pages Cluse set up an A/B/n test including different CTA color variations. The “View Details” CTA button was inserted below the product image, linking to the respective product display pages (PDP). With a clear CTA the objective of the test was to increase users reaching the PDP from the product landing page, which in turn would increase the add-to-cart clicks and transactions.
Results
Targeting all users across desktop and mobile, the A/B/n test ran for 3 weeks across Cluse’ French domain. The winning variation (pictured below) significantly increased the click-through rate from the product landing page to the product display page as well as driving an increase in transactions.
+2.39% increase in click-through rate to the product display page
+1.12% uplift in transactions
Winning Variation
Takeaway Tips
Make it easy & clear for your users to reach the product display page. Optimizing the gateway to your product pages can help you convert users into customers.
Small changes to your CTA’s can help you achieve quick wins.
Analyze the data you have from an AA test or insights from other means, to better understand the user behavior on your site, and help you come up with test ideas that could help improve the users’ experience on the site.
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How Lush’s Focus on Human Connection Optimized the Digital Customer Experience
250%Increase in click-through rate
$7.5KIncrease in sales during the experiment
Lush is a cosmetics company known for its emphasis on fresh ingredients and cruelty-free products—not to mention being credited as the original inventor of the bath bomb. From early days in England to currently operating 250 stores across North America, Lush continues to have a dedicated following for its soaps, shampoo bars, moisturizers, and scrubs.
The Challenge
For retailers (and all businesses for that matter) entire strategies had to be reworked in response to COVID-19. Digital became the central, if not sole, channel to focus on.
At Lush, the team had implemented a travel campaign before social distancing and non-essential business closures were government-mandated. While the campaign had initially been performing well, there was a drastic dip in engagement as travel restrictions tightened.
Lush knew that they needed to pivot. But they also needed to consider how current circumstances were affecting their customers. What was the best way to connect with people during this time? How could they strike a balance between offering familiarity while not coming across as out of touch?
The Test
Lush focused on their homepage promotions, evaluating everything from the banner image to CTA phrasing and featured products. The team created two campaigns that subtly addressed the new reality of staying at home and socially distancing.
The first variation was centered around self-care. Lush offers head-to-toe cosmetics products that range from relaxing to invigorating. The idea was for customers to put together an entire regimen for themselves, perhaps gravitating to products they wouldn’t normally have had time for (like scalp treatments and bath bombs). The second variation was built around the theme of sending care packages to loved ones. Even though people couldn’t physically see friends and family, they could send these gifts as a thoughtful gesture or for special occasions.
Results: Part 1
It quickly became clear that the care package promotion was the better performer, with a 250% higher click-through rate than the self-care campaign. During this experiment, the care package promotion also generated $7,500 more in sales than the variation. While the team couldn’t know with absolute certainty if people were buying care packages for their own use, it was clear that this messaging had more of a pull. So, Lush decided to dig deeper into this trend. They launched another A/B test that compared the general care package promotion with a variation focused specifically on Mother’s Day.
Truthfully, the team wasn’t sure how users would react. Would they gravitate to the theme of Mother’s Day or would it be unintentionally upsetting for those unable to see their parents in person? Testing provided a safe framework to find out.
Results: Part 2
The Mother’s Day campaign did appear to resonate with users more, gaining a higher click-through rate than the more general care package promotion. Following the results from this test, Lush started mapping out a similar campaign that focused on Father’s Day to keep the momentum going.
As Lush demonstrates, effective experimentation is continuous. In one of the first tests launched in this series, Lush saw the positive impact of messaging that focused on human connection. Leveraging this insight, they were able to develop a series of campaigns that explored this further: considering everything from how users would respond to specific holidays to whether promotional images that featured people performed better than those with just products.
Takeaway Tip
It takes users approximately 50 milliseconds to visually assess a website and decide whether to stay or leave. Lush’s strategy shows a sharp awareness of this short time frame. They weren’t concentrating on refining just one or two details of their website, but how every element came together to form a holistic experience. In this way, their approach became more psychographic, asking questions related to what piqued users’ interest and how this impacted the customer experience. And in doing so, Lush was able to stay in sync with its customer base during a time of rapid and widespread change.
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Whether you’re a converted couch potato or an experienced athlete, Decathlon has something for everyone. Present in 52 countries, Decathlon designs and sells sporting goods, both online and in 1,600 brick-and-mortar locations.
Challenge
Decathlon’s mission is to make sports accessible to all. One of the ways they accomplish this is through offering a wide array of choice – 10,000 products covering 80 sports are sold on Decathlon’s website. With a range of price points and styles, there is an almost dizzying array of items to choose from. For some shoppers – especially those trying out an activity for the first time – this amount of choice might seem overwhelming.
How could Decathlon help shoppers get situated?
Social Proof Hypothesis
“We know that social proof – the idea that, when unsure, people look to others for direction – is a powerful and effective concept,” explains David Harari, Customer Success Manager at AB Tasty. “In the context of e-commerce, this means people are influenced by what their peers are interested in when deciding what to buy. We wanted to test out if a simple line of social proof messaging would nudge website visitors further down the purchase funnel.”
To do this, Decathlon’s UK digital team ran an experiment based on AB Tasty’s Social Proof widget. The AI-powered widget dynamically surfaces the number of times a product is viewed by other shoppers on a site in a given timeframe. This gives other browsers an idea of which items are getting more traction.
Product page with social proof messaging
“We thought it could be that extra little nudge to hit ‘add to basket’ – and might help certain customers continue through the purchase funnel,” elaborates Florent Beck, UX Leader at Decathlon UK. The team set up an A/B test on 400 product pages to see whether this kind of social proof messaging would have an impact on visitors’ purchase decisions. The text was inserted automatically just below the customer reviews ratings (another element of social proof), and above the product description. “What was really handy about the AB Tasty widget was that we can set a minimum amount of views before the message showed. In this case, we chose 20 – so if fewer than that number of people viewed the product, the message wouldn’t show, and once it hit 20, it would automatically appear,” explained Florent.
Results
Adding this simple line of social proof messaging not only increased clicks on the ‘Add to cart’ button, it also bumped up transactions and revenue. For all audiences, clicks increased by 1.5%, transactions by 2.4% and revenue by 1.3%.
Interestingly, when the team segmented the results by certain audience profiles, they realized that the social proof messaging worked better on returning visitors. They clicked 2.8% more, with an increase of 3.3% on transactions and 2.8% for revenue lift. “This might indicate that shoppers that know and trust the Decathlon brand are even more likely to put stock in others in the Decathlon community, versus first time visitors who are more wary,” explained David.
Even more interesting was when they dove into the data to look for what kinds of products this messaging worked best with. They also discovered that the social proof approach worked better for lower priced items – less than 10 pounds – versus more expensive, ‘investment items’, like a nice bike or set of skis. This kind of information can help Decathlon increase the efficacy of their campaigns in the future, and scale up this tactic for other markets.
“We value our community at Decathlon. What’s great about this kind of social proof messaging is that it’s a way to automatically let people take the opinions of other Decathlon shoppers into account – if a certain product is popular or trending, others can know that in real time as they’re browsing. From a business perspective, it increases our transaction rate and revenue, and from a customer experience perspective, it helps orient shoppers.” – Florent Beck, UX Leader, Decathlon UK
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Avid Increases Transactions by 34% with Promotional Banners
34%Increase in transactions
1A/B test
Avid is a trailblazer for multimedia content creation. Its nonlinear editor was the first to digitize video content, effectively changing the media and entertainment industry. Today, Avid platforms are trusted by audio, music, film, and television professionals to create, manage, and distribute content.
Challenge
Avid wanted to optimize how it displayed promotional offers across its site to increase conversions and further cultivate customer loyalty.
Test Idea
Avid offers a bonus gift with each subscription to its Media Composer software—a point the team wanted to highlight to visitors on these product pages. Using an A/B test, Avid decided to experiment with the offer’s placement and presentation to see what effect it had on conversions.
In the first variation, details on the bonus gift were presented in a purple banner at the top of the page.
Avid highlighted its offer with a purple banner at the top of the page
In the second variation, details on the bonus gift were presented in bold as a bullet under each subscription option.
Avid highlighted its promotional offer in a bullet beneath the subscription summary
For the duration of the test, traffic to these product pages was split evenly between the two versions to determine which formatting was more effective.
Avid then focused on optimizing a January promotion that offered a 60% discount on audio plugins. An AB Tasty Technical Support Engineer placed a sticky banner on the bottom of Avid’s homepage, shopping site, and blogs, that—when clicked—would take visitors to the audio plugins page for more details on the feature and the opportunity to purchase.
Avid promoted audio plugins with a custom CSS banner created by one of AB Tasty’s Technical Support Engineers
Results
For the Media Composer product pages, highlighting the bonus offer with a purple banner was ultimately the winning variation, showing a 34% increase in transactions.
Following the success of this version, Avid used AB Tasty to convert it to a personalization—and the banner is still live on the site today. As for the sticky banner for audio plugins, results from the test showed that—out of those who clicked on the promotion—15% ended up converting on the site.
These tests show the power of presentation when trying to relay key messages to visitors on a site, and the importance of testing to know which formatting resonates with your users.
“Driving an e-commerce business without A/B testing is like washing your car without soap – you can’t really succeed if you don’t have any soap. AB Tasty’s robust tools and widgets allow us to do it all – set up quick tests, comprehensive tests, personalizations, and multi-variate testing, all the while being supported by robust analytics and fantastic customer service“. Jeffrey Copetas, Senior Director of Web & E-Commerce at Avid
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NYX Professional Makeup Increases Transactions and Decreases Bounce Rate Using Social Proof Messaging
43%Increase in click-through rate
2xIncrease in transaction rate
The Proof Behind ‘Social Proof’
Though the brand NYX Professional Makeup is rooted in ancient mythology – the name comes from the eponymous Greek goddess of the night – its marketing strategy is anything but old-fashioned. Founded in 1999 and headquartered in Los Angeles, NYX Professional Makeup (owned by the L’Oréal Group) is today present in 70 countries around the world.
Their rapid expansion, especially in North America, is due in large part to their savvy digital practices and their strong e-commerce presence. Indeed, the brand, which has been able to retain its affordable price-point and is adored by bloggers, influencers and everyday consumers, is pioneering the use of virtual reality and live-streaming to bring the same in-store service right to the consumer’s home.
NYX Professional Makeup at the Forefront of Digital Strategy
“Digital is at the core of our marketing strategy. Driven by the strength of social media, the fear of products being out of stock can be strong around star launches,” comments Guilhem Cussonnet, Data Scientist at L’Oréal Consumer Products France, who is also in charge of Digital Projects. “Brands like ours are benefiting from a makeup boom in the era of social beauty, and it’s essential for our brand to stay on the cutting edge.”
When the team at NYX Professional Makeup heard that AB Tasty was developing a social proof messaging solution, they were eager to be one of the first clients to try it out. Léa Benquet, Customer Success Strategist at AB Tasty, elaborated: “Our social proof messaging was a perfect fit for NYX Professional Makeup, who are extremely strong in their digital promotional strategy. We had already implemented similar tactics with their sister brand, Urban Decay – who target a near-identical consumer segment – to great effect.”
“What was really appealing about AB Tasty’s solution was that it was in a ready-to-use format – there was little to no code to implement. We were able to set up the messaging template on our own in only a few weeks, shortening significantly our usual IT lead times,” added Guilhem.
AB Tasty’s social proof solution comes in an industry-specific, ready-to-use format. It only takes two clicks to choose and customize the social proof messaging you want to display.
Social Proof: Why it Works
Social Proof messaging is based on one of the many cognitive biases inherent in human thinking – basically, we look to other people to help us decide what to do. It’s a fluke in the way people’s brains are wired, and one that many marketers already tap into. In contexts that are particularly influenced by trends and social norms, such as the beauty and fashion industry, social proof is especially salient. “Influencers, recommendations, reviews, celebrity endorsements…all of these tactics work because consumers care about what people they admire, or people like them, are liking, buying, and wearing,” commented Léa.
NYX Professional Makeup Puts Social Proof to the (A/B) Test
The team at NYX Professional Makeup decided to run a simple A/B test on the product pages of their French e-commerce site to try out just how effective a simple line of social proof messaging could be. Version A of the test remained the same – a typical product page already in use. They then tested two alternate versions (for desktop visitors), with slightly different social proof messaging just below the ‘buy’ call-to-action. The first variation indicated how many of the items had been purchased that day; the second variation referred to the number of items viewed.
Concretely, they wanted to test how effective these simple lines of text would be at encouraging browsers to click on ‘buy’, as well as actually confirming their purchase.How powerful would the simple act of displaying what consumers’ peers were buying be at influencing their own behavior?
Original Version – No Social Proof Messaging
First Variation of Social Proof Messaging
Second Variation of Social Proof Messaging
Double the Transaction Rate
After letting the test run for a full business cycle, the results were in: both styles of social proof messaging had a positive effect on click-through rate, transactions and bounce rate.
Overall, the wording based around ‘purchases’ instead of ‘views’ was more impactful. When compared to the original page, it bumped up the click-through rate on ‘buy’ by 43%, and it also doubled the transaction rate. The variation based on views also performed well – it increased the click-through rate by 32%, and the transaction rate by 33%.
An added bonus was the significant reduction in bounce rates to the pages with either social proof messaging; both variations brought that down by around 38%.
Clearly, this social proof messaging caught buyers’ attention and stimulated them to continue down the purchase funnel.
Next Steps for Social Proof
“The results of this first test were far beyond our expectations,” concluded Guilhem. “This is just the beginning: we are eager to scale the use of social proof on many more use cases in order to maximize the business impact.” In addition to implementing this kind of messaging on a wider range of pages, NYX Professional Makeup can also use AB Tasty to run further experiments to test different types of social proof messaging. Adding more emphasis on creating urgency – for example, inciting consumers to ‘act fast’ to purchase very popular products – may also be effective in certain cases. AB Tasty’s social proof templates are completely customizable, so NYX Professional Makeup will also be able to test different variations that play with the look and feel of the messaging.
“Social proof messaging is a kind of website personalization,” explained Arthur Charbit, Product Manager at AB Tasty. “And just like with website personalization, best practice is to experiment to discover which messages resonate best with which audience segments.”
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Kiehl’s Increases Revenue by 31% with Basket Page Optimization
+5%Basket size
+31%Total revenue
Inspired by other brands in the L’Oréal Luxe portfolio, such as Lancôme, Biotherm, Urban Decay and YSL Beauty, the digital teams at Kiehl’s started working with AB Tasty in January 2018. With the help of Léa Benquet, their dedicated Customer Success Manager, the team was even able to surpass their initial targets.
Challenge
Our e-commerce clients often have the same main KPI: maximize the total revenue generated on their website. As for Kiehl’s, they have an impressive success story to tell: the brand began selling their products in stores such as Colette (in 1997) before opening their own boutiques (almost 15 in France). Naturally, their proprietary website’s performance is particularly vital to the brand.
In order to tackle this challenge head on, the digital teams at Kiehl’s decided to concentrate on the basket page. The idea? Create a visual that would be presented to the shopper before they finalized their purchase, encouraging them to take advantage of a free gift over a certain basket amount. For the brand, the advantages are numerous: increase the average order value (interested shoppers will increase their basket size in order to receive the gift), as well as strengthen client loyalty with exclusive, branded Kiehl’s gifts!
A/B Test
Kiehl’s decided to implement a sort of visual gauge on the basket page that indicates how much more the browser has to add to their basket in order to get the gift (in this case, a free product).
AB Tasty’s WYSIWYG editor made it easy to implement this visual barometer. In order to determine how well the test performed, different KPIs were measured, such as the click rate, access to the rest of the purchase funnel, number of transactions and the impact on the average basket size.
“One of our e-commerce clients’ biggest expectations is to be able to increase their average basket size per visitor. With Kiehl’s, our main challenge was to find a way to optimize this KPI by combining agility, scalability and a visual effect. We consider our work here a success since this campaign’s positive performance inspired other brands in the L’Oréal group.” – Léa Benquet, Customer Success Manager at AB Tasty
Results
Kiehl’s website visitors were particularly receptive to this barometer. This very visible incentive led to 7% more clicks on the CTA ‘continue’, and importantly, it also led to an increase in the average basket size of almost 5%! We also were able to report an increase in total revenue of 31%, with 25% more additional purchases and 31% more revenue per visitor.
Takeaway Tip
The urgency principle is being used more and more frequently. However, it needs to be applied intelligently. The trick is to find the right balance between creating anxiety in the shopper, while at the same time offering them a substantive incentive (free shipping, exclusive gift, etc.). Showing how much one needs to spend before receiving a free gift isn’t enough anymore: it’s the visual aspect – the barometer – that makes the message truly impactful. The image allows one to better retain the message. A semantic incentive, coupled with a relevant visual, is the perfect combination for prompting an internet user to make a decision at this stage in the purchase funnel.
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Lancôme Increases Revenue by 15% With Login Page Optimization
+30%Clicks on 'create account'
+17%Transactions
Part of the L’Oréal Luxe brand portfolio, Lancôme was founded in 1935 by Frenchman Armand Petitjean. Today, the brand is known the world over for their luxurious skincare, cosmetics and fragrance products.
Challenge
When consulting their data, Lancôme’s digital team noticed an unusually high bounce rate on their login page. This lead Lancôme’s team, along with AB Tasty, to analyze the page’s structure and the behavior of its visitors. Together, they were able to identify a potential point of friction, related to the fact that there were numerous ways for a visitor to sign in. Indeed, someone who wished to purchase a product could log in as a client or guest, or they could create a new account – all potential exit points for visitors to leave the page.
A/B Test
Working with Léa Benquet, their dedicated Customer Success Manager at AB Tasty, Lancôme decided to try a simple design change. Up until then, on their login page, they had (from left to right) presented the different sign-in options as listed above. However, they decided to test moving the ‘create a new account’ option to the center of the page, therefore shifting ‘sign in as a guest’ to the right. ‘Log in as a client’ would remain on the left. They wanted to test if this would be a more logical organization for visitors, therefore encouraging transactions, account sign-ups, and perhaps even overall revenue.
The test was easy and quick to set up with the AB Tasty WYSIWYG editor. In thirty minutes it was up and running, with no help from the IT team needed. All that was left to do was let the test run for a few weeks, and analyze the results.
Results
Perhaps unsurprisingly, moving the ‘create a new account’ block to the center of the page increased clicks to this CTA by 30%. What was more exciting, and more unexpected, was that transactions increased by 17%, with an associated bump in revenue of 15%.
Takeaway Tip
The login page is one of the most important pages to optimize on your site. In the physical world, shoppers don’t have to worry about logging in or creating an account to make a purchase. But in a digital context, this extra step is often the source of significant friction, and even of drop off and cart abandonment. Designing a user experience on this page that is logical and intuitive for your audience can have a real impact on sales, as the above case study shows.
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Yves Saint Laurent Beauty Increases Online Transactions by +10%
+9%Access to basket page
+13%Access to checkout page
Part of the L’Oréal Luxe brand portfolio, Yves Saint Laurent Beauty is known around the world for their luxurious skincare, makeup and fragrance products for men and women.
Challenge
As with the other brands in the L’Oréal Luxe portfolio, YSL Beauty products are sold in both online third party boutiques, as well as on their own proprietary website. For this reason, optimizing every aspect of the homepage and checkout funnel is key to making sure consumers purchase on the actual YSL Beauty site.
One of the crucial questions that needed answering was, what is the best order of the menu bar tabs? As a high end fashion house, YSL Beauty has plenty of news and products to showcase – but they still didn’t know what to emphasize on the homepage menu bar to maximize transactions.
A/B Test Idea
AB Tasty’s consulting team proposed a simple A/B test – switch the positions of the ‘New Products’ and ‘Exclusive Offers’ tabs to see if this would impact sales. By putting the ‘Exclusive Offers’ tab first – which takes browsers to current offers and gifts with purchase – instead of the ‘New Products’ tab, they aimed to test the appetite of website visitors for special and exclusive offers over new releases.
The test was easy to configure – with the WYSIWYG editor, the new version of the homepage and the parameters of the test were up and running in 30 minutes.
Original
Variation
Results
After letting the test run for a month on over 150k visitors, the results were conclusive: emphasizing the ‘Exclusive Offers’ tab had a visible effect on sales. Not only did access to the basket page shoot up by 9%, and to the checkout page by 13%, but overall transactions enjoyed a 10% increase. The team wasted no time pushing 100% of the test’s traffic to the winning variation and hardcoding these changes into their website.
Takeaway Tip
For high-end brands like YSL Beauty, accenting exclusive offers, over and above new products, proved to be especially effective. This is probably because shoppers of luxury brands are particularly susceptible to messaging about rarity and exclusive treatment. These consumers are likely to appreciate a product that’s shown to be exclusive and generous offers (reminding them of the ‘high end’ nature of the brand).
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The cosmetics line Urban Decay, which includes makeup for eyes, lips, nails, and skin, is known and admired for its edgy style. Part of the L’Oréal Luxe brand portfolio, alongside Kiehl’s, Lancôme, and Biotherm, Urban Decay products are sold online and in brick-and-mortar stores worldwide.
Challenge
“Each L’Oréal Luxe brand has its own website, based on a similar template,” explained Virginie Robert, Digital Project Manager at L’Oréal Luxe, “but each line has a different brand identity and target audience. Optimizations that might work for one won’t necessarily work for the others. That’s why we knew we needed a tool like AB Tasty.” Furthermore, since L’Oréal Luxe products are sold both on the brand’s own ecommerce website, as well as by third-party vendors, it’s especially important for their marketing teams to optimize transactions on their own site. The particular challenge for Urban Decay was increasing average basket size – both in terms of value and number of products – during sales.
A/B Test Idea
Working with Léa Benquet, their dedicated Customer Success Manager at AB Tasty, Urban Decay’s digital team decided to run an A/B test during one of their sales. They wanted to determine if a promotional banner, advertising a discount for 85 euros spent, would increase average basket size, quantity of items, and ultimately, revenue.
With the help of AB Tasty’s technical specialists, the banner – designed in an eye-catching green – was placed atop all basket pages on Urban Decay’s site. If a shopper had fewer than 85 euros in their basket, the banner was triggered, informing them of how much more they needed to spend in order to take advantage of the discount.
The banner was triggered to all shoppers with fewer than 85 euros in their basket. It reads, “Only X more euros until you can benefit from a discount on your purchase!”
Results
The promotional banner significantly increased all of Urban Decay’s KPIs: average basket size increased by 8%, the average number of items in the basket jumped by 7%, and revenue generated increased by an impressive 7%!
“We were very pleased to be able to work with Urban Decay to boost their revenue by 7% using just one A/B test. These kinds of optimizations can have a real impact on profits – over one year alone, this small change would have generated an extra 190,000 euros!” – Léa Benquet, Customer and Partners Success Manager Team Leader at AB Tasty
Takeaway Tip
Sales are particularly fruitful times to test website optimizations. Well-thought-out promotional messaging along the checkout process is key to maximizing profits.
“We were very happy with the results of this test, and we’re absolutely going to use the banner again during our next sale. The best part is that duplicating and implementing the banner design will be very easy to do, and won’t require any IT help, now that the template is all set up – this is part of the beauty of the AB Tasty platform.” – Guillaume Totis, e-Commerce Manager at Urban Decay
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“One of our e-commerce clients’ biggest expectations is to be able to increase their average basket size per visitor. With Kiehl’s, our main challenge was to find a way to optimize this KPI by combining agility, scalability and a visual effect. We consider our work here a success since this campaign’s positive performance inspired other brands in the L’Oréal group.” – Léa Benquet, Customer Success Manager at AB Tasty
