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:
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.