Energix Charge EN - Dynamic highlight

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

TEST V2

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:

Note: Visitor sample sizes were too small on desktop to be useful, so for this report we will be focusing on mobile performance.

All variations failed to out perform the control CVR. There was a decrease in AOV for both test, which could be due to customers having better idea of what they were selecting. Decline rates also spiked during both tests, after further review there is no clear reason why this happened, and further testing would be required to understand. I would request a follow up test, perhaps trying a different colour to highlight the selections (light grey) while keeping the yellow box / arrow reserved for highlighting special deals.