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com Uses Ongoing A/B Multivariate Testing from Amadesa to Increase Conversions, Reduce User Errors On Site
Each year, millions of shoppers rely on 2Checkout to make purchases online. For even the smallest retailer, a fractional uptick in conversions can mean thousands of dollars in increased annual revenue. In order to ensure it provides retailers with the best possible user experience, 2Checkout knew it needed to conduct continuous testing of its purchase ﬂow. 2Checkout needed to answer business-critical questions, including: Why do shoppers abandon carts before purchase? How do speciﬁc graphical elements affect customer behavior? Do logo links disrupt the purchase ﬂow and confuse customers? What is the importance of security badges on the site Does their placement affect conversions?
“Our experience over the past year has taught us to avoid the temptation to rely on one or two tests. Change is inevitable in e-commerce, so we continuously test in order to oﬀer our customers the best possible user experience and the highest conversion rates.”
- Vic Cleary Manager, Merchant Consultant 2Checkout.com, Inc.
2Checkout implemented Amadesa’s A/B and Multivariate testing tool to decrease abandonment between the shopping cart and 2Checkout’s purchase routine, as well as to better understand online shopping behavior. Over a period of one year, 2Checkout ran three distinct purchase ﬂow tests. Throughout that time, a number of redesigns showed continuous upticks in conversions while several seemingly benign user errors negatively impacted conversion, calling for more sophisticated changes to reduce time on site and better assist shoppers through the purchasing ﬂow. In 2Checkout’s ﬁrst A/B test, the company looked at a control version of purchase compared to 16 redesigned pages to examine the impact of small page adjustments. Redesigns included drawing more attention to security themes, turning off links to logos to ensure customers continued properly through the purchase ﬂow, and shifting the page location of payment logos. This testing wave also featured a version separating the billing page into two steps instead of one, hiding an automated order summary graphic and excluding alternative international payment methods once a currency was chosen. In its second and third set of tests, 2Checkout built on initial ﬁndings to determine if multiple adjustments to the page would have a compounding effect on conversion. In addition to the “control” page, winning page designs from the ﬁrst wave were retested along with new designs that showed promise. The company ran validation tests on hiding the foreign currency buttons to avoid unnecessary surﬁng, splitting the billing page into two steps and enhancing security themes, as well as experimenting with red and blue versions of the “continue checkout” buttons.
BENEFITS & RESULTS
Throughout its three separate tests over the course of the year, 2Checkout found it needed to become more proactive in encouraging customers to complete transactions. User errors with data entry and disrupted purchasing ﬂow accounted for a signiﬁcant number of the abandoned shopping carts. Looking at results, 2Checkout measured a 2 percent lift from alterations to its traditional purchase layout, equal to more than 35,000 additional conversions per year in the ﬁrst test. Test number two, including resulting changes, garnered 2Checkout an annual estimate of an additional 187,110 conversions, equal to millions of dollars in increased sales for 2Checkout users. And ﬁnally, in test three, after building on months of data, 2Checkout used A/B and multivariate testing to capture more than 4,700 additional conversions in comparison to the control, equal to just over 49,000 additional annualized conversions. Building a case for a continuous testing regimen, test three’s winning version provided a 5.6 percent lift in overall conversion over the control in comparison to test two’s top performer, which generated a 4.86 percent lift. In summary, the changes 2Checkout made that led directly to increased conversions included: Hiding currency buttons once a customer selects a currency of choice Hiding the automated order summary before the ﬁnal page and enhancing security messages Adding mouse-over pop-up reminders designed to provide data entry instructions and ultimately reduce user error and time on site Layering multiple, tested page adjustments Redesigning the billing information page, splitting the form from one lengthy column into two smaller parallel columns to eliminate excessive scrolling Shifting security logos beneath the “continue” button and into the eye path of the consumer
About 2Checkout.com, Inc.
2Checkout.com, Inc. (2Checkout) is a global e-commerce platform servicing more than 60,000 online retailers. The company provides a merchant account alternative and a fully automated suite of backend services, including fraud protection, customer care, PCI data storage and various payment methods in multiple currencies and languages.
Amadesa is the ﬁrst company to deliver a software-as-a-service (SaaS) solution focused on delivering a dynamic website of one through personalization and automated content delivery. The Amadesa Customer Experience Suite™ offers end-to-end testing and personalization products to help online businesses maximize revenues, enhance customer engagement, increase conversions and improve marketing ROI. Learn more at www.amadesa.com.
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