Experiment Overview
Sometimes all it takes is a simple change to move the needle for conversion rates. A perfect example is a successful multivariate promo bar test for Skratch Labs, a sports nutrition brand designed to help you perform better without offending your gut or taste buds. The Skratch team understood that the promo bar above the website's navigation is an incredible opportunity to highlight key offers like sale information, free shipping deals, and more. However, since they had a variety of offers, choosing what to showcase was tricky. They decided to make their decision based on the data.
Skratch Labs implemented a multivariate test to determine the best results for the messaging as well as the color of the promo bar. The team at Skratch wanted to determine whether red or white would work better and whether customers would respond best to messaging about free shipping on orders over $59, all orders being backed by the Skratch Guarantee, or a product callout for their $9.99 variety packs. You can view a mockup of the 6 different variants below.
The results showed that the red color was universally performing better than the white across all variants and all tested metrics, which aligned with their original hypothesis that by changing the color to red, they could draw more attention to the promo bar. But the messaging variable provided unexpected data showing that each message was performing best for a different metric. We have outlined the results in detail for each tested metric below.
Promo bar clicks:
The data showed that all variants were performing significantly better than the original free shipping callout in white. However, the far and away winner was the “VARIETY PACKS STARTING AT $9.99” promo bar in red, which had a whopping 574.9% increase in clicks and a 100% confidence rating.
Decrease bounce rate:
Again, we were seeing a general trend in favor of red across all variants, but the winner of this metric was the original “FREE USA SHIPPING ON ORDERS OVER $59” in red with a 1.76% improvement in bounce rate and a 91.4% confidence rating. This improvement seemed to be minimal comparatively, but still valuable knowledge.
Revenue:
The clear winner in the revenue goal was the red promo bar with messaging “ALL ORDERS BACKED BY OUR GUARANTEE” which showed a 10.73% lift in revenue and a 93.5% confidence rating.
Conclusion:
After learning that each metric responded best to a different message, Skratch had a decision to make. They decided that ultimately their primary goal was to drive revenue and they moved forward by implementing the red variant with the Skratch guarantee messaging which during the experiment provided a 10.73% lift in revenue. However, they also learned that changing the copy in their promo bar to call out a specific deal or product could significantly impact clicks, which will be incredibly valuable moving forward if they launch sales or new products that have high-converting landing pages. If they can drive traffic to a higher-converting LP from the promo bar, they could see a lift in both engagement and revenue.
Skratch Labs is an early adopter of the Compose A/B testing software, and they work alongside one of our agency partners for full-service conversion rate optimization services including consultation, UX/UI design, and engineering. Request a demo today to begin your conversion rate optimization journey with Compose at a discounted rate.