Harry and David’s site header—which format substantially increased product sales?
This test was conducted during Harry and David’s busiest time of year: December – right in the middle of the Christmas season.
Their site headers, with a search box and cart icon, were part of a much larger, multi-variable test that focused on seven elements: search box outline, search box highlight, search box look, search button color, search term location, search term copy and cart look.
These are just two of more than 2,000 combinations they tried.
Version A had the word “Keyword” written inside the search field, a magnifying glass search button and a cart icon with the words “Your Cart” next to it.
Version B had the word “Search” above an empty search field, an arrow for its search button and the word “Cart” for the cart icon.
So which version did better?
Version A outsold Version B by double digits!
This exhaustive test shows just how important testing is to your business.
And this test focused exclusively on small details most would consider insignificant.
Version A may have done better because of its more conventional design—people were familiar with the way the search box and cart button looked, and so used them.
Version B may have been too unorthodox and new.
The moral of the story: Test everything.
If you would like to discuss your landing page or site design, give me a call at (310) 212-5727, or email Caleb at caleb@cdmginc.com.
Here are the rest of this week’s articles:
Content Marketing for Success: 6 Keys to Chevron’s Winning Campaign
3 Must-Know, Transformational Reasons Direct Mail is Working So Well in an Online World
Copy Tip: How to destroy customer trust with one simple mistake