Marketing festival 2014: CASE STUDY: "Call to action stripes" on SvětBot.cz

CASE STUDY:

“CALL-TO-ACTION STRIPES” ON SVĚTBOT.CZ

Ing. Jan Kalianko | @eshopkonzultant

CEO SvětBot.cz | E-shop konzultant

PART 1. – USE OF “CALL-TO-ACTION

STRIPES” IN PRODUCT LISTING

@eshopkonzultant

PART 1. – INCREASE THE USE OF

FILTERS

Purpose: Increase use of basic filters in product listing

Reason: Customers who use the filter in the list of products have a

+13.8% higher conversion rate than those who do not apply filters

Solution: Adding the element that will be displayed to the customer,

who missed the filters when scrolling pages and didn’t apply them

@eshopkonzultant

GRAPHIC DESIGN

Filters

The

boundaries

of imaging

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SOLUTION

Selected feature: The stripe at the top of the browser with the most used

parameters filtered

Can be quickly adjusted:

• price

• size

• color

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DISPLAY STRIPE ON PAGE

RESULT OF A/B TEST

Original version: Listing of products in their original condition

Option 1: Listing of products with the displayed stripe

The results of the off-season: Results in season:

Using filters Difference

Original 18.41 % ---

Variant 1 24.29 % +31.93%

Using filters Difference

Original 12.19 % ---

Variant 1 12.81 % +5.08%

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EYE-TRACKING TEST

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PART 1. – CONCLUSION (1/2)

• A significant increase in the use of filters off-season

• Only a slight increase in the use of filters during the season

• Stripe display on the web = significant element that attracts the

visitor’s eye

Justification of difference: A limited number of sizes off-

season > higher overall use of filters > greater need for

customers to filter.

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PART 1. – CONSLUSION (2/2)

Our conclusion: Activated displaying "call-to-action stripe"

in the off-season months = only during clearance sales.

Another plan of measurement:

• Test display with users who mark "sale only" or visit the category "last sizes"

• To test the color and graphic variations of "call-to-action stripe"

@eshopkonzultant

PART 2. – USE “CALL-TO-ACTION

STRIPE” ON PRODUCT DETAIL

PART 2. – INCREASE CONVERSION

RATE AND ADDING PRODUCT TO CART

Purpose: To increase the conversion rate of the e-shop + increase amount of products added to cart

Reason: Increasing revenues and simplifying the purchasing process for customers’

Solution: Adding an element that will encourage customers to add products to their cart

@eshopkonzultant

GRAPHIC DESIGN

Variant A

Variant B

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LOCATION ON SITE

Level 1

Level 2

Selected 2-level display stripe:

1. Scrolling if the customer is

below the upper menu

2. Scrolling if the customer is

below the button "Add to cart"

• Total of 4 variants tested

+ 1 original

RESULTS OD A/B TEST

Variant Purchase Add to cart

Original --- ---

Variant 1 + 8.5 % + 9 %

Variant 2 + 11.4 % + 15.8 %

Variant 3 - 6.4 % - 4.3 %

Variant 4 - 5.6 % - 3.9 %

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THE BEST RESULT – VARIANT 2

Variant 2: + 11.4 % purchase,

+ 15.8 % add to cart

EYE-TRACKING TEST

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EYE-TRACKING TEST

@eshopkonzultant

PART 2. – CONCLUSION

• We found a variant that significantly increased the conversion and the number of items added to the cart

• Stripe display on the website = significant element that draws the visitors’ eyes from the listed items

We found the most effective option was to work with the different sizes mentioned, and to display them at the top of the page.

Our conclusions:

• We will continue to display "call-to-action stripe" on the product detail at the top of the page.

• In the future we will probably look even further into exactly when to display the stripe.

@eshopkonzultant

THANK YOU FOR YOUR ATTENTION

Follow me:

• @eshopkonzultant

• +JanKalianko

• www.eshopkonzultant.cz

• www.jak-delam-eshop.cz

More details: http://bit.ly/mktfest-svetbot