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:
AOV / Decline Rate:
TEST V2
CVR:
AOV / Decline Rate:
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:
Due to the low CVR performance on this test it had to be paused early, resulting in a small sample deeming data from this test insignificant.