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Aaron Jacques

Aaron Jacques

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Test Purpose

The purpose of this test was to see if altering the UX experience on the order page by providing a clearer visual aid for unit selections could increase clarity for the customer and improve CVR.


This concept went through 2 phase of testing: 

Test V1 - Selections made by the customer where highlighted in yellow.

Test V2 -  Selections made by the customer where highlighted in yellow + Arrow


Test Variables

CVR / AOV 


Summary of Results

TEST V1

CVR:

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AOV / Decline Rate:

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TEST V2

CVR:

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AOV / Decline Rate:

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Reference


Variables controlled in this test:

Device - Arrow element was displayed on Test V2  mobile to keep it consistent with desktop.

Site - We controlled the site by using the same order page for both tests.


Results:

Both test variations failed to out perform the control. Test V2 had to be pause early due to low CVR performance. Within Test 1 we saw a small increase in the AOV on desktop and a decrease on mobile. We also discovered a spike in the decline rate on desktop and mobile orders.