Key Takeaways:
- Small design details can create double-digit sales differences
- Conventional design often outperforms “clever” innovation
- Multivariable testing reveals hidden conversion drivers
- Search box and cart placement can significantly impact revenue
- Familiarity reduces friction and increases response
- Testing during peak season reveals real-world behavior
- Direct response optimization applies to UX, design, and copy
Harry and David tested their site header. Can you guess 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 multivariable 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 Michael at CDMG a call at 615-933-4647, or email him at [email protected].
Unlock Explosive Growth with CDMG, Inc. – Your Partner for Digital Success
About CDMG:
In today’s fast-paced world, you need more than just an agency — you need a partner who drives growth, amplifies your brand, and delivers measurable results.
That’s where CDMG comes in.
We’re not just another agency. We are a top advertising and marketing powerhouse specializing in real, measurable results and profits.
Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business.
Why CDMG?
• Proven Success: 124 prestigious awards in 2024 alone
• Data-Driven Strategy: We don’t guess. We test and optimize for maximum ROI
• Expertise Across the Board: Media buying, digital copywriting, testing, and economic strategy
• Real Results: We’ve helped launch products, reposition brands, and create multimillion-dollar success stories
Whether you’re launching a product, repositioning your brand, or accelerating e-commerce growth, CDMG is the partner you need to dominate your market.
Ready to drive growth?
Call Michael Oppenheimer at 615-933-4647 or email him at [email protected].
Act now. Grow faster. Achieve more with CDMG.
FAQs:
Why is testing small design elements important in marketing?
Even minor design changes can significantly impact conversions, engagement, and revenue. Multivariable testing identifies the highest-performing combinations.
What is multivariable testing?
Multivariable testing evaluates multiple elements simultaneously — such as copy, layout, and design — to determine which combination produces the best results.
Why did the conventional design outperform the innovative one?
Users tend to respond better to familiar patterns. Familiar design reduces friction and increases trust and usability.
When should companies conduct website testing?
Ideally during both peak and normal business cycles. Testing during peak seasons provides real-world behavioral insights.
What website elements should marketers test first?
Search functionality, cart placement, CTA buttons, headlines, navigation structure, and visual hierarchy.
How does UX testing relate to direct response marketing?
Direct response principles apply to digital design. Every element should be optimized for response, conversion, and measurable ROI.
How can CDMG help improve conversion performance?
CDMG applies scientific marketing methods, advanced testing strategies, and direct response optimization to improve measurable business outcomes.
About Craig Huey:
Craig Huey is the President of Creative Direct Marketing Group (CDMG) and publisher of Direct Marketing Update. He has helped over 1,500 companies generate breakthrough results through accountable, direct-response marketing strategies. A leading expert in AEO, SEO, and AI-driven marketing, Craig has guided companies of all sizes to dominate in shifting markets.
Unlock Explosive Growth with CDMG, Inc.
Your Partner for Digital Success
In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in.
We’re not just another ad agency. We are a top advertising and marketing powerhouse specializing in driving real, measurable results and profits. Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business.
Why CDMG?
• Proven Success: 120 prestigious awards in 2024 alone.
• Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI.
• Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered.
• Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories.
Let us help with your video needs!
We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
• Videologs
…and much more!
Whether you’re looking to launch a new product, reposition your brand, or supercharge your e-commerce growth, CDMG is the partner you need to dominate your market.
Are you ready to see how we can drive your growth?
Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today.
Don’t wait—start transforming your marketing results now with CDMG, Inc.
Act now, grow faster, and achieve more with CDMG.
Testing Corner: A Shopping Cart Icon Test
Key Takeaways:
• Small design details can create double-digit sales differences
• Conventional design often outperforms “clever” innovation
• Multivariable testing reveals hidden conversion drivers
• Search box and cart placement can significantly impact revenue
• Familiarity reduces friction and increases response
• Testing during peak season reveals real-world behavior
• Direct response optimization applies to UX, design, and copy
Harry and David tested their site header. Can you guess 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 multivariable 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 Michael at CDMG a call at 615-933-4647, or email him at [email protected].
Unlock Explosive Growth with CDMG, Inc. – Your Partner for Digital Success
About CDMG:
In today’s fast-paced world, you need more than just an agency — you need a partner who drives growth, amplifies your brand, and delivers measurable results.
That’s where CDMG comes in.
We’re not just another agency. We are a top advertising and marketing powerhouse specializing in real, measurable results and profits.
Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business.
Why CDMG?
• Proven Success: 124 prestigious awards in 2024 alone
• Data-Driven Strategy: We don’t guess. We test and optimize for maximum ROI
• Expertise Across the Board: Media buying, digital copywriting, testing, and economic strategy
• Real Results: We’ve helped launch products, reposition brands, and create multimillion-dollar success stories
Whether you’re launching a product, repositioning your brand, or accelerating e-commerce growth, CDMG is the partner you need to dominate your market.
Ready to drive growth?
Call Michael Oppenheimer at 615-933-4647 or email him at [email protected].
Act now. Grow faster. Achieve more with CDMG.
FAQs:
Why is testing small design elements important in marketing?
Even minor design changes can significantly impact conversions, engagement, and revenue. Multivariable testing identifies the highest-performing combinations.
What is multivariable testing?
Multivariable testing evaluates multiple elements simultaneously — such as copy, layout, and design — to determine which combination produces the best results.
Why did the conventional design outperform the innovative one?
Users tend to respond better to familiar patterns. Familiar design reduces friction and increases trust and usability.
When should companies conduct website testing?
Ideally during both peak and normal business cycles. Testing during peak seasons provides real-world behavioral insights.
What website elements should marketers test first?
Search functionality, cart placement, CTA buttons, headlines, navigation structure, and visual hierarchy.
How does UX testing relate to direct response marketing?
Direct response principles apply to digital design. Every element should be optimized for response, conversion, and measurable ROI.
How can CDMG help improve conversion performance?
CDMG applies scientific marketing methods, advanced testing strategies, and direct response optimization to improve measurable business outcomes.
About Craig Huey:
Craig Huey is the President of Creative Direct Marketing Group (CDMG) and publisher of Direct Marketing Update. He has helped over 1,500 companies generate breakthrough results through accountable, direct-response marketing strategies. A leading expert in AEO, SEO, and AI-driven marketing, Craig has guided companies of all sizes to dominate in shifting markets.