Dynamic Heatmaps — The New E-commerce Data Gathering Weapon

Dynamic heatmaps give e-commerce companies the leverage of study real time customer behavior on pages dyanamic URLs

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E-commerce is a pure service business that demands utmost precision, patience, and persistence to survive the industry’s ever growing competition. The goal is not just to help shoppers find good products, but also provide an exceptional customer experience that forces them to convert into repeat buyers.

Also, customer actions serve as a valuable source of data at every stage of an e-commerce’s funnel. What you do with these customer insights to improve the overall shopping experience and conversion rate, is typically what makes or breaks a deal for your business.  

Most marketers suggest using multiple qualitative and quantitative analytical tools to do so. But, not all of them have the prowess to give you the kind of information you would need to study user experience.

This is where heatmaps come into play. Let’s see how heatmaps can improve your E-commerce business!


What are heatmaps?

Heatmaps serve as one of the best qualitative tools to collect relevant customer data, especially in terms of understanding their actual behavior across your web platform.  

Think of heatmaps as X-Ray films. They show a detailed picture (in the form of graphical representation) of how users interact with your site or store. You can observe how far users scroll, where they click the most, and the products or pages they like or dislike.

Such data is precisely what you need to make your platform more user-friendly, drive more traffic and improve your conversion optimization strategies.

But, if you think that any heatmap would work wonders for your e-commerce site, you’re absolutely wrong!

E-commerce websites are highly dynamic in nature. They have more interactive elements and “behind login page” elements such orders, cart page, etc. than any other site. Such pages shed visitor interaction and information, which typically serves as the primary data for businesses to use to draw page performance conclusions, find elemental distractions, and improve overall customer experience.    

This is where Dynamic Heatmaps save the day!

What are dynamic heatmaps?

Unlike static heatmaps which can only be plotted on static web pages such as the Home Page, Product Pages, Landing Pages, Category Pages, etc., dynamic heatmaps give you the leverage of studying real time customer behavior on pages which are beyond the scope of static heatmaps. In other words, dynamic heatmaps can be easily plotted on live websites with dynamic URLs such as My Profile, Orders, Cart, Account Settings, etc. to gather in-depth customer activity data.

In general, a typical dynamic heatmap offers four primary features, namely, click maps, scroll maps, click areas, and element list. Each of these allow you to look at a web page’s hot spot areas in a detailed manner.     

Let’s now understand the scope of dynamic heatmaps for e-commmerce using some examples!

Studying Cart Page Insights Using Dynamic Heatmaps

The image below gives us an insight a dynamic heatmap plotted on an e-commerce site’s Cart page. It shows that in general, most people, after adding products to their cart, click on the product image, cancel button, postcode section, ‘Go To Checkout’ icon and discount codes.

Such information helps you draw multiple conclusions. Some of which are as follows:

  • Customers might want to see the product images once more before proceeding to final payment gateway.
  • They may not like their chosen product(s) and hence, remove the item(s) from the cart. Or, since they’re not able to view the product image (in zoom) on the cart page, they abandon their cart.
  • They’re most interested in availing discounts. Therefore, the area is hotter than other page elements.

Furthermore, such information also serves helpful in drawing hypothesis on how to improve the performance of various page elements with dynamic URLs, meanwhile find the right means and ways to enhance customer experience and increase your conversions.

“VWO’s dynamic heatmaps allow you to access information of those web pages which are, in general, very difficult to access using regular heatmaps.”

Studying Order Page Insights Using Dynamic Heatmaps

The “My Orders” page of an e-commerce site is an important page that is lesser explored in terms of gathering customer behavior data.

The page allows users to look at their current and previous orders, check delivery status, seek assistance, and even browse through their history. As an e-commerce company, plotting heatmaps on such pages and mapping number of clicks can significantly help you study which page elements are fetching you maximum customer attention.  

For example, the plotted above shows that maximum people are clicking on the “Track” icon followed by “Need Help” and product images. They’re hardly clicking on the “Rate & Review Product” icon, which, according to your platform, can be an important form page to seek product reviews and other essential information. You can further use such qualitative data to make necessary amendments and compel customers to fill the form, like:

  • adding product review pop-ups or call-to-action buttons on the Order page
  • making the section omnipresent
  • giving rewards for adding reviews

So now that you know what your static heatmap tools are lacking, it’s time to upgrade your e-commerce platform with VWO’s dynamic heatmaps and make the most of them.  

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Death by CRO: 4 Common & Deadly CRO traps to avoid (includes free survival tips)

Experimentation has been the cornerstone of all successful organizations. But many fall prey to the obvious yet deadly traps when running or building a CRO programme in their organizations. Find out how you can avoid these traps in this blog.

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Experimentation has always been the driving force when challenging the status quo – whether it’s the battlefield where a change in the strategy has altered the course of history or a product change which separates successful products from thousands of failures. For online businesses, this has translated into improving customer experiences thus leading to increase in conversions at the lowest risk possible. Rome wasn’t built in a day and your CRO programme too will not be.

So before you get going to prepare for the ultimate showdown using CRO in your organization; let me help you navigate the various challenges you might face during this journey.

  1. Don’t break the news, already!

Case 1: Omg! Just 3 days and my variation is performing way better than the control. Let me ring my CEO and tell her that I was right about this change.

If this is you, congratulations you just got killed by CRO. One of the most important ground rules for testing is to be patient. Initial test results might excite you to go out there and proclaim victory but wait for the test to conclude to clearly state it. Setting high expectations for the success of an experiment after seeing initial traction may do more harm than good.

Expectation setting may not directly be linked to website optimization but trust me when the results don’t come out as well as expected (thanks to your initial excitement), you wont get team buy-ins for bigger experiments.

Case 2: Damn! It’s been 5 days and there is no conclusion I can draw from this A/B Test. What will I tell my CMO if he asks me how the test is coming along?

Initial test result might put you on the backfoot if you see no or minute movement in your conversion graph to justify the CRO efforts. The answer to all worries is patience. Big changes or small, it takes some time for your results to reach statistical significance given a variety of factors such as the number of visitors being tested, number of variations, etc.

To help you not get excited or demotivated before time, we have built a calculator to help you determine the duration for your A/B tests here.

2. ‘This isn’t working’ syndrome

5 tests. But no major change in conversions. But company X whose case study I read did 2x better in conversions. What am I missing?

Let’s assume you ran an on-page survey for an ecommerce site and figured that people who were not completing the purchase were skeptical about the security of the checkout page (even though it may actually be safe). This stopped them from putting in their card details and abandoning their carts. As an obvious next step you form a hypothesis backed by solid data and create a test variation with more security certification badges, testimonials, etc. The result- no difference at all!

So, does that mean you crafted a wrong hypothesis?

The answer is maybe. But take a step back and think about how many ways can you improve security perception of your checkout page? Or make people trust your payment processes?

Answer: More than we care to count.

And this is true for your first successful test which may have got you a 10% lift as well. You still have to think of ways of improving that number. There are better alternatives out there. You just need to keep testing.

Your optimization army should be inspired by the losses to dig deeper and find richer insights to create that one victory which will change the course of your business. Ask yourself how many iterations did you try before arriving at the conclusion that ‘it isn’t working’!

3. Monkey see, monkey do

When our neighbors fought their first conversion battle, they just changed their website CTA color to green and camouflaged their way to get better conversion rates! Let us paint our own checkout CTA green!

They say ‘Imitation is the sincerest form of flattery’, but not when it comes to CRO.  ‘Best practices’ may not be the best for you. Hard data and ground reality on your website may be completely poles apart than the case study you read about. Do not expect similar results from the experiments run by others in the arena. Use quantitative and qualitative research methods to devise a unique hypothesis and then launch your test. Also choose the right weapons (A/B testing or multivariate testing) and a structured CRO plan to execute it.

All businesses are different, so are their visitors’ behavior and thus their experiments. What worked for one may or may not work for others, the idea is to always keep testing until you succeed.

4. The show must go on!

CRO should go on. I will make sure that when I retire or lose a limb in the battle for conversion throne, my army is ready to fight without me.

At VWO, we come across customers who suddenly stop testing and the main reason they cite is that the person who was carrying the CRO baton has quit. Find it shocking? Even we do!

We need to understand that CRO is not just a one-person or even a one-team job. Building an organization which thrives on CRO requires not just education and training, it requires a change in the cultural fabric of the company. A CRO-friendly culture requires the HiPPOs to take a backseat and invite the soldiers from different teams (product, marketing, design and so on) to draw up a battle plan. Don’t take anyone’s word on the face of it but test everything! Celebrate successes and publicize results to get a team-wide buy in for experimentation. It is an uphill battle and hence requires you to plan ahead and properly. Remember Rome?

Find some excellent tips to build a culture of experimentation in your organization here and build a CRO army to continue the battle for conversion even if someone calls it a day.

Parting words

While you wear your shining armor of a CRO catalyst, believe in yourself and don’t let ‘Death by CRO’ scare you because with the right attitude, you are going to win it not just for yourself but for future teams within your organization. Don’t take my word for it (you might, I have seen 5000+ customers across 90 countries succeed) but test it!

PS: I hoped to save some lives with this blog. Tell me if you survived in the comments section.

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Truckstop.com: On Building A Culture of Experimentation

Truckstop.com has been on a formalized CRO mission for a little over a year and has seen some motivating results. The blog talks about the pillars on which Truckstop.com’s experimentation culture stands today.

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While there are a few stalwarts who stand out when it comes to reliance on experimentation to drive growth, honed over many years, some brands are formalizing this process to further root CRO into their DNA, knowing how critical it is in current times. Truckstop.com has been in business for the last 23 years and has been on a formalized CRO mission for a little over a year and has seen some motivating results. To continue reaping the benefits of an ongoing CRO process, here are some of the pillars on which Truckstop.com’s experimentation culture stands today.

About Truckstop.com

Truckstop.com was founded in 1995, when founder Scott Moscrip began offering a better way for truck drivers to find loads than by posting signs on the side of their trucks or gathering around local bulletin boards.

Now, over two decades later, Scott’s digital vision has grown and Truckstop.com’s dedicated partners work to help truck drivers and their trusted freight partners grow their businesses. His guiding idea is still the same—always work to find a better way.

Truckstop.com has 3 distinct goals:

  • Direct online sales
  • Lead generation
  • Organic search volume through content promotion

Truckstop.com is eyeing a double-digit growth in 2019, for both leads and sales, and is testing and optimizing thought leadership content and content promotion.

Truckstop.com audiences and CRO

Truckstop.com has 2 sets of audiences:

  • The freight brokers who are tech-savvy and pressed for time. Truckstop.com needs to ensure that they can provide the information in a timely manner.
  • The carriers who prefer to interact via phone due to timing and preference. Truckstop.com needs to provide a platform, which can make it easy for them to sign up or contact a representative.

In both scenarios, Truckstop.com intends to optimize the platform to understand what minor and major changes affect the business’ bottom line.

Truckstop.com places CRO culture at the core of its growth decision-making strategy with  some of the following salient aspects :

  • Having a CRO Experimentation team and onboarding new members
  • Conducting cyclical fortnightly focus
  • Organically evolving process
  • Keeping personal preferences always at the backseat
  • Maintaining subjective communication with external stakeholders

Having a CRO Experimentation team and onboarding new members

Truckstop.com has a unique CRO program. They have people from content, design, project,  management, analytics, and more that form the core group called the Experimentation team. They have regular brainstorming sessions where everybody is heard.

Last year, they also got on board an email specialist. They have since started experimenting through emails. There is no formal training as such for people who join the CRO team; it is an organic process of learning and development. The core team guides them through and does a lot of brainstorming to get clarity on what the experiment is about, why they are doing it, what results does it aim to achieve, what the success metrics are, and other possible ideas? They work together to create the mindset to run an experiment.

Conducting cyclical fortnightly focus

The Experimentation team run experiments based on the current focus area which are broken down into segments like desktop website, mobile website, paid traffic, and more; and they meet weekly and talk about likely experiments based their observation repository. They focus on each segment for 2 weeks.

This way, they are able to run the experiments targeted within the stipulated 2 weeks. A lot depends on the size of the test as well. Implementation for smaller tests is easier so they sometimes manage multiple tests. However, for larger tests that need page design and content, it may take extra time. In most cases, the team is able to accomplish its fortnightly goals.

Organically Evolving Process

At Truckstop.com, it’s not regimental on when and how to conduct the tests. A general decision is based on the team’s understanding from the observation repository and analytics, which serve as the basis for the next action steps. Their test pipeline is also based on what their upcoming fortnightly focus is going to be. So their experimentation plan is quite fluid, though the fortnightly focus is largely known to them.

Kevin Gamache, Senior Web Analyst, Truckstop.com, shares,

“CRO is a continuous process for us,  we keep at it regularly. We don’t plan out that far in advance as we also have a backlog available of observations throughout 2018 which serve as the foundation for 2019. But, really it is much more organic. We test and see what are the results and then we think ‘Wow! Now let’s do something else and see how that responds’. So, it becomes an organic process that way rather than a methodical schedule.”

Keeping personal preferences always on the backseat  

An experiment that the team at Truckstop.com ran was for a pop-up lead form; everyone on their team hated pop-ups. Although most of the Experimentation team did not fancy the idea, they went ahead and conducted the test. The employees didn’t think it would work, rather hoped it wouldn’t, as the idea was too conventional and tactical for the modern digital age. However, contrary to everyone’s expectation, it worked and the results went through the roof. The pop-up form was then integrated as a part of the website, based on the test’s success.

Another interesting test worthy of mention here was when Truckstop.com aimed at decreasing the number of steps in the sales funnel. While the number of steps were reduced in the test, the end conversion rate, in fact, ended up being lower. The failure of this experiment proved to the team that pushing visitors early into the sales funnel wasn’t a good idea, which in turn gave them confidence on the status quo.  

These two were pivotal experiments as they helped the Experimentation team become more receptive towards ideas irrespective of the members’ personal preferences. They now let test results do the decision making.

Maintaining subjective communication with external stakeholders

Everyone loves and prefers the taste of success. Accepting a successful experiment is easy. However, when testing consistently, most tests either fail – that is, results witnessed are usually not what was hoped – or provide small incremental uplifts. With time, Truckstop.com has opened up about running multiple tests irrespective of the end outcome. While the Experimentation team is aware of all the tests conducted and their results, the larger organization is informed only of the big wins or when there are interesting learnings or validation. This focuses the communication on large changes and results rather than inundating them and having those communications be ignored or lost in the shuffle.

Tara Rowe, Program Manager, Truckstop.com, believes,

“Our experimentation process is about learning how we can make things better for the next time we repeat a similar process. Most of our communication is at the tactical level with our broader marketing team. However, there are those wins that are so extraordinary or that effect the entire business, those specific results are then shared to our executives.”

Truckstop.com now maintains the ideology that no test is a failed test – you either find a winner or validate the current website version.   

Closing Thoughts

Every organization has its own set of challenges. If you have just started out or have been there for a while and haven’t tried ingraining CRO in your growth, then you can take inspiration from Truckstop.com’s experimentation pillars to build and maintain a robust CRO foundation to drive growth. The single solution isn’t to have a CRO team – it is about accepting the fact that both failure and success go hand in hand in an experimentation process and finding what approach works for your organization.

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Heatmap Analysis: Top 5 Pages To Focus Your Attention On!

Understanding how heatmaps, as a qualitative research tool, can help marketers map the performance of their website in an effective and efficient manner.

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Marketers can map the performance of their campaigns from various data sources. Most often this leads to them being overly obsessed with metrics. But, not all numbers penned on paper help derive befitting conclusions that promise results. This is where qualitative information about visitor behavior helps to connect the missing dots in user research.

Qualitative tools, such as heatmaps, give you richer insight into what actions visitors perform on your website. They inform you about the path visitors take on your platform, the way they interact with your site’s content, the elements they like the most, and where they bounce off. This information about your users can help you make informed decisions about UI/UX changes on your website.

This blog delves into how heatmaps, as a qualitative research tool, can help map the performance of your website’s five prominent pages, namely – home page, landing page, product page, blog page and checkout page, to help you uplift conversions.

But before that, let’s first understand the basics of heatmaps.

What is a Heatmaps?

A heatmap is a smart, analytical tool that uses a system of color codes to graphically represent different values of a web page. It allows marketers to analyze different page elements in the form of colored visuals and see which areas are getting maximum traction. This heatmap, for instance, shows page areas where visitors are clicking the most.   


While the “hot” sections in red and orange color represent maximum user attraction, the “cold” sections, typically highlighted in shades of blue and green, show areas where they visit the least.

Think of heatmaps as a form of visual storytelling tool. They create a beautified picture with the help of special tracking scripts. These scripts indigenously interact with different page elements and record every move made by a visitor on a particular web page, and represent this data in the form of visuals.

In a nutshell, heatmaps help find:

  1. Page elements which are getting maximum and minimum visitor attention.
  2. Whether or not important page elements, such as CTAs, banners, etc. are in their prime position.
  3. What are the elements on your website which distract the visitor

Also Read: 5 Ways Website Heat Maps Help You Read Visitors’ Minds

Five Focus Web Pages where Heatmaps are a Must

One of the most effective ways to use heatmaps on your website is by incorporating them on the pages with both maximum page visits, highest average view/reading time or your conversion pages. These pages are as follows:

Home Page: Your home page typically defines your brand’s identity. Constantly monitoring the sections of your homepage using heatmaps can help you see if:

  • visitors are able to use your internal site search to reach their desired destination.  
  • page categories are well organized for a new user to navigate to the page/product she is looking for
  • your brand USPs are communicated immediately and are drawing a user’s attention
  • homepage images (such as hero banners, featured products, etc.) are in their prime spot and unmissable by website visitors


Such in-depth information aids in understanding whether or not your homepage elements are contributing to your main objective – reducing bounce rate and driving new users into your conversion funnel.  

Landing Pages: These are crucial pages where visitors enter your conversion funnel. Analyzing the performance of such pages using heatmaps can help you understand if your:

  • Page content is effective enough to influence a visitor’s decision.
  • Navigation menu is well-placed and omnipresent to ensure visitors do not drop off in the middle of their search.   
  • Demo images/videos are influencing visitors and propelling them to take the desired action.
  • Call-to-action buttons are clear, concise, and visitors are clicking on them.

Knowing what draws the attention of your visitors can assist in making necessary amendments to fuel conversions.

Example: Brothers Leather Supply Co. is one of the leading leather good manufacturing companies in Michigan, USA. Running their business for a while now, the company was unable to uncover the reason behind low conversion rate. They then decided to use heatmaps on their product pages and found that product image thumbnails were attracting maximum attention. Analyzing the data, Brothers Leather Supply Co. introduced more thumbnail images to their product pages. This eventually increased conversions for them.  


Blog Pages: Textual content and placement of CTAs on blog posts can heavily influence your conversion rate. Heatmaps enable you to analyze:

  • whether or not your visitors are liking the blog posts.
  • Page elements which may be distracting the visitors.
  • Smart ways to declutter the page to make important elements, such as CTAs, clearly visible.
  • Visitor behavior. Are they scrolling till the end or bouncing off in between.
  • If you need to add extra elements to keep the visitors hooked.

For instance, even though HubSpot’s end-of-post banner CTAs are visually appealing, they found that their blogs were only generating a small number of leads. HubStop then decided to integrate heatmaps and look for loopholes. They discovered that by placing their anchor text CTAs just below a blog post’s introduction paragraph instead of placing them at the end, helped them generate more blog leads. This is because visitors saw the CTA at the beginning of the post and not at the end, which typically grabbed more attention than before.


Product Pages: The quality and content of a product page can make or break a deal for your business. Heatmaps allow you to study many critical aspects of your page elements and how they’re interacting with your visitors.

  • If the product descriptions are influencing your visitor’s buying decisions.
  • If the product prices are prominently visible to the customers.
  • Whether or not your visitors are focusing their attention on product images and demo videos.
  • The elements which are distracting your visitors, such as pop-ups, etc.
  • If your CTA catchy enough to attract customers.    
  • The overall structuring of your page – is it good-to-go or should you make some changes.


Checkout Pages: Heatmaps on checkout pages can give you insights on how and why visitors are bouncing off at the last stage of the conversion funnel. They tell you about:

  • The page elements which are distracting your visitors from completing their purchase.
  • The performance of page buttons. For instance, the “Make Payment” button is not working properly.
  • The form present on the page is too lengthy and complicated for visitors to fill and proceed.
  • Clickable elements which users are not able to figure out and vice versa.  


Now that you know all about heatmaps, it’s a good time to go back and implement them in your optimization strategy.

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A/B Testing Insights Through Ecommerce Customer Journey

A/B testing has evolved from a simple comparative study to a process backed up by a data-driven approach. Here are some some inside tips and tricks which can help you get huge uplifts in your business metrics.

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A seamless eCommerce customer journey is about transitioning from just “buying” to “experiencing.” The key to growing your online business is to let your customers explore, decide, and share, and then learn from their experience.

Over the years, A/B testing has evolved from a simple comparative study to a process backed up by a data-driven approach. Businesses and website owners can utilize this approach at every stage of their customer journey.

In this blog post, we take you through some inside tips and tricks which helped VWO customers get huge uplifts in business metrics such as conversions and revenues. Take notes as you read this blog, as the next big testing idea for your own ecommerce store could come in from here.

1) Easy Visibility and Access To Relevant Information for Visitors

Customer Interaction: Splash pages

A splash page is a screen that pops up when you first enter a site. As splash pages are the pages visitors see first when visiting a website, these are also an important source of revenue.

Let’s first look at some of the industry best practices regarding splash pages.

  • Make the key message and the exit button both easily visible.
    While interested visitors should be able to move through next steps, the disinterested ones should also be able to move through, that is, exit the splash page easily.
  • Make sure your users interact with your splash page first and then the page they are looking for.
  • Design the user/visitor flow such that those who have already visited your splash page don’t get to see it again.
    This should be spaced out based on factors such as time span, say on a revisit after 7 days.

Case Study

Warner Music Group, an American multinational entertainment and record label conglomerate headquartered in New York City, noticed that conversion rates were lower than the industry average.

They redesigned their splash pages, and ran 3 A/B tests before making these live.

In the variation, the image on the left was resized and moved below the content. The purpose was to provide a quick snapshot to the visitor in one go.

The redesigned splash pages showed a 4% improvement in the conversion rate. Look at the comparison of the control (left) and variation (right) below:

Optimizing The Customer Journey: WMG A/B Test

To learn more on how WMG went through with their other tests and execution, you can read the complete case study.

2) Best Possible Customer Experience on the Home Page

Visitor interaction: Home page

Your home page is the entrance to your store. Jazz it up with the very best of what you have got.

Some of the home page best practices include:

  • Convey value proposition straight up. What a visitor sees in the first few seconds on your home page is crucial. It’s important that you communicate your value proposition instantly, and don’t come across as just another mom & pop store.
  • Have an easily identifiable Sale section. Fish all the discounted products on your home page, and line those up in a separate section that’s dedicated to them.
  • Organize the navigation bar. Make sure your visitors easily find their way around your website. Place the navigation bar at the standard positions where visitors expect to find them. You can also make your navigation bar persistent.

Case Study

MedienReich ComputerTrainings, a German company which provides various software training courses, also applied the same learning and increased website engagement by 40%.

They replaced the 3 broad category types with 8 of their best-selling courses, such as Photoshop, InDesign, and AutoCAD.

While doing so, they also adhered to another best practice, that is:

Provide right information in right order.

You can refer to the comparison of the control and the variation below:

You can learn more about the MedienReich success story.

3) Connecting Prospective Customers with Products

Visitor interaction point: Category page

When it comes to category pages, every action requires equal caution. For such pages, you need to plan per your product type and page layout and design than following an industry best practice blindly. Be it how your products are displayed, the position of the search box, or the number of filters, every field or option should be used with discretion or should be tested and used accordingly.

For example, Buyakilt.com added filters to increase their revenue by 76%, but UKToolCentre considered filters as a distractor for a particular category and had these removed to increase their engagement by 27%.

When the focus of a website is to have customers sign in and then buy, it’s important to maintain customer focus and continuity.

Case Study

Muc-Off offers a broad range of cleaning products for bicycles, motorcycles, and other motor vehicles, and electronic goods. Its products are sold through major retailers around the world as well as through its website.

When Spot Studio, an agency hired by Muc-Off, also tried applying this learning, they observed that their design caused incongruity in user experience. Visitors came there to purchase products; but after landing on the page, they were finding information resources instead of a shop front.

The test they did after rearranging their departments page (or the category page) gave them 43.78% more product views.

Here’s the control-variation comparison, as noted on VWO Heatmaps.

To find more about what Muc-Off did to improve the customer experience on their category page, here’s the complete case study.

4) Judicious Use of Reviews and Testimonials on Product Pages to Gain Visitor Trust

Visitor interaction point: Product page

According to Local Consumer Review Survey 2018:

  • Consumers read an average of 10 online reviews before feeling able to trust a local business.
  • 57% of consumers will only use a business if it has 4 or more stars.
  • 89% of consumers read businesses’ responses to reviews.

Case Study

Express Watches, a client of VWO’s Certified Partners, High Position, is an authorized Seiko watch dealer that ships to over 23 countries. They have been in the watch retail industry for more than 21 years and believe in getting the basics right to satisfy their customers.

Considering the challenges related to replicas plaguing their industry, Express Watches also decided to use the above learning to reinforce their brand positioning.

However, to reduce visitor anxiety and achieve the desired results, they included a TrustPilot widget with some great customer reviews. These were tested against the erstwhile section Why Buy From Express Watches?

The variation was declared the winner with a percentage improvement of 58.39% and 99% chance to beat original, as shown below.

To read the Express Watches case study in detail, click here.

5) Resolution of Customer Friction Points at the Checkout Page for Significant Website Conversions

According to 40 Cart Abandonment Rate Statistics:

  • 26% of US online shoppers have abandoned an order in a particular quarter solely due to a “too long / complicated checkout process.”
  • $260 billion are recoverable through checkout optimizations of just US and EU e-commerce sales.
  • 34% of US online shoppers have abandoned an order in a particular quarter solely due to the reason “the site wanted me to create an account.”

As an eCommerce business owner, it’s important that you regularly interact with your customers and new visitors to get ongoing feedback about their experience, as you wouldn’t want to lose them at the final gateway, that is, the checkout stage.

Case Study

PayU India is the flagship company of Naspers group, a $93 billion Internet and media conglomerate. Through its proprietary technology, PayU provides state-of-the-art payment gateway solutions to online businesses.

The concern for PayU was checkout page drop-offs. Through VWO’s Visitor Recordings and Heatmaps features, the PayU team found that providing communication information was a key friction point. They hypothesized that dropping the less important of the two fields—the telephone and the email—would help them increase conversions.  

They tested the variation without the email field against the control. The results demonstrated that dropping the email field showed a statistically significant improvement of 5.8% compared to the control.

Look at the comparison of the control and variation below:



While the above A/B testing ideas worked for these companies, these may not necessarily work for you as well.

These case studies should provide you insights and ideas on how you can create strong hypotheses and test these further.

These examples should give you a good idea as to how A/B testing can be a good starting point for conversion optimization and the extent of results you can achieve through testing.

Do share your A/B testing experiences in the Comments section below.

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