CRO experiments to drive sales this Black Friday & Christmas

Listen to article

Following on from our last article, How to double your conversions before Black Friday and Christmas 2022, here are some CRO experiments that you should consider testing asap to help drive sales

Following on from our last article, How to double your conversions before Black Friday and Christmas 2022, here are some CRO experiments that you should consider testing asap to help drive sales.

CTA movement: Floating add to cart

Davie Fogarty, Founder of Oodie, tested having a CTA always in view whenever someone was viewing a product.

He tested this on Oodie Australia and saw a 1.25% increase in revenue per session which estimated to $1.7 million in additional revenue per year due to this test.

Why it worked?

The hypothesis was that by having the CTA viewable at all times then it’ll always be front of mind, therefore more people would add to cart.

Product label

Product labels are a way for certain items to stand out amongst a range. By adding labels to your products such as NEW or ECO-FRIENDLY, you could entice more people to view the products.

Checkout Flows

Checkouts can be long and tedious which is why testing the logistics, features, and user journey is vital. If people need to sign up this could be off-putting, and if you require a lot of details on a variety of pages, this can also be frustrating for users.

Upsells

Are upsells easily visible on your site? Adding upsells can increase your order value whilst also advertising other products on your site that people may not have otherwise known about.

Adding social proof higher on the page

This test from Oodie saw a positive response with an increase of 0.45% which annually estimates to an increased revenue of $629,854.

People LOVE reviews and usually they’re hidden away under all of the product information or users may need to click to expand reviews. Make seeing reviews easier for them by testing different placements.

Adding a simple product image first

Rather than distracting shoppers with a model image first, have a simple product image with a white-background first to help people understand exactly what it is people are buying.

Add model images second and see if your conversions increase.

Add a video to the page

This could be of the product, a review or a video from your founder to help build trust.

Test to see if people play the video and for how long.

Banners

UK Lash have a scrolling banner above their logo, and another banner below their menu. The black banner is very easy to read/see, and the top green scrolling banner stands out less, however due to the movement of the scroll, it captures shoppers attention.

Other CRO website tests include:

Copy, messaging and CTAs.

Types/styles of discounting on Black Friday.

Colours (example: Reds and greens for Christmas).

Product structure on a mobile.

Checkout on mobile/desktop - Does one convert higher than the other? Why?

Shipping costs and delivery speed (and make it easily visible!)

Available Information above the fold (before people scroll).

Imagery (a model in each size clothing?)

Colour and visibility of CTA/Add to Cart.

Special offers to capture emails.

Ensure colours, sizing etc are easy to see.

What to read next:

How to double your conversions before Black Friday and Christmas 2022

What is Conversion Rate Optimisation and why is it important for brands?