Which Homepage Generated More Revenue for this Australian Ecommerce Site: Search by Location vs. Sales & Benefits Copy?
WhichTestWon's Analysis: (Click back to see versions A & B)
Version A, with a search by location map, generated 27.9% higher revenues.
HP Group (see agency profile) conducted this A/B test on Total Experience’s homepage using Google Website Optimizer (see tech profile). Total Experience sells “experience gifts,” such as skydiving and race car driving, to consumers in Australia. The test results were statistically conclusive at 90% confidence.
Versions A & B were identical except for the design of the middle column below the “Hot offers… on driving experiences” banner. The testing team wondered whether adding a clickable map to help visitors find gifts in their area (Version A) would convert better or worse than lots of sales and benefits copy (Version B).
We thought this was an awesome example of how usability can trump marketing. So often we see ecommerce sites that bombard visitors with benefits, offers and sales copy. And those things, though important, sometimes aren’t as important as making sure visitors can find what they are looking for on your homepage as quickly as possible.