Experiment Overview
Bev is a canned wine company based in Venice, California, founded by women with a mission to positively change drinking culture. They offer a growing line of 10+ varietals and have always wanted to make the online shopping experience for their customers simple for browsing. Their product page originally featured a flavor dropdown to allow customers to easily navigate through the varietals directly from the product page (PDP). They hypothesized that by forcing customers to click into the dropdown to view the varietals they were missing a valuable opportunity to immediately showcase their complete product line. By switching from a dropdown to variant selectors on the PDP, Bev hoped to increase both engagement and revenue by giving their customers a visual of the line right away and making it easier and fewer clicks to switch between flavors.
Results
The results speak for themselves. The new variant selectors lifted engagement by 18.89% and revenue by 13.93%. Their tertiary goal of bounce rate was improved by 3.72%. They declared the test a win and implemented the variant selectors to the product page which have proven to be a positive user experience as their flavor line has continued to grow.
Takeaways
Decreasing the number of clicks to shop is always a great place to ideate when it comes to conversion rate optimization. If you can provide more information to your customers in fewer clicks, you’re probably onto something. However, the only way to know if these changes will have a positive impact on your business is to test them. Request a demo today to begin your conversion rate optimization journey with Compose.