If The Shoe Fits, Buy It. Which Version Lifted Clicks By Double-Digits?
WhichTestWon's Analysis: (Click back to see versions A & B)
Winning Version: Version B, the static banner, with navigationally-focused links, increased conversions 17.5% over the version with the image carousel.
Test type: Factorial Test Design (Full-factorial)
Confidence level: 99.9%
Difference In Pages:
-Version A featured an image carousel (or slider) with five scrolling images.
-Version B featured a static banner with three product categories.
We like this test for the behind the scenes thinking that went into it. While carousels seem to always lose split-tests, they don’t actually lose in every single situation. The team at Clarks didn’t just assume that a carousel would lose, they tested it, along with some smart gender segmentation. With so much to view, the static image banner captured more clicks and reduced bounce rates. It also catered to its visitors in a way that made more sense to them.
Real-Life Test Results:
The shoe company wanted to determine if changing an image carousel to a static banner, with links and images, would improve click through rates and reduce bounce rates.
The results were convincing. The static banner design improved conversions 17.5% over the slider version.
Also, bounce rates – calculated by combining data from Maxymiser, Coremetrics, and a purpose built tool – declined 16%.
The static image featured three main product categories: women’s shoes, men’s shoes, and “Originals” or classic makes.
Creating the static image, with clear gender-based links, made it easier for users to more immediately find their desired shoe selections.
While the image carousel highlighted key trends of the season, it didn’t cater as well to visitors’ specific products of interest, based on their gender.
Interestingly, although the losing variation had fewer below the fold links, data from Maxymiser showed more users went directly to these links.
While this test was specifically conducted for Clark’s German site, the shoe company believes results would be similar worldwide. After all, most users look for the clearest and easiest navigational path.
This test was a shoe-in. We really liked how it examined the performance of a dynamic versus static image and looked at segmentation based on gender.
Damenschuhe –> Women’s Shoes
Herrenschuhe –> Men’s Shoes
The links at the bottom section all refer to sub categories of shoes/boots or other collections such as New Arrivals.
Want to see another image slider test that impacted conversions? Check out this test.
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