When Victoria Emerson first came to Blue Acorn, they were beginning to experience a plateau in sales based on their paid social media advertising strategy, and use of deep discount sites. The online jewelry company hoped to increase sales by working with our optimization experts and developing a new plan to help preserve their business.
Blue Acorn initially started with testing different MSRPs and pricing structures and found that having no MSRP resulted in a higher RPV. After evaluating this test we concluded that trust and value were important to the users. We then re-strategized to make sure trust and value were included in every test.
For this test, we relocated “checkout” button and changed the CTAs to orange. Additionally, we added a Satisfaction Guaranteed label as well as a Free Shipping message, which calculated the free shipping threshold. These changes accounted for an increase of 3.1% in Revenue. By using the Satisfaction Guaranteed and Free Shipping value prop together, we provided additional purchasing confidence while also increasing the average order value by 2.6%
Product Pricing Test
We removed the cents from the product price, leaving a round dollar amount. We hypothesized that users associate the length of the price with the cost of the product, so shortening the price would unconsciously indicate to the customer that it costs less. This test reached 100% statistical significance after 48 hours but we continued to run it for a week. All KPIs saw an increase with RPV increasing 47.2%, Conversion Rate increasing 29% and Add to Cart Button clicks increasing 9.3%.
Category Page Column Layout
Blue Acorn tested changing the number of columns on the product results page from 4 to 3, which allowed for larger images. This resulted in a CR increase of 11.8% and RPV increase of 16.5%