Homepage Guided Sell – New Visitors

Background

With a conversion rate of 10.1%, visitors to the guided sell experience are almost 52% more likely to make a purchase vs. the site average. However, only 3.1% of visitors currently navigate to the guided sell. Over 65% of visitors are new to Vuse. There is a clear opportunity to boost visibility of this functionality, particularly for new visitors, to improve overall conversion rate. The concept of guided purchase was mentioned several times during usability testing, however all participants missed it within navigation. Interaction with the current homepage hero banner is low, potentially due to the fact that the main image is not clickable. Multiple elements of the current homepage are often repeated and therefore potentially redundant.

Hypothesis

By promoting the guided sell experience in the homepage hero slot for new visitors, we expect to see an uplift in conversion rate due to increased traffic to the guided sell questionnaire.

 

Design Changes

  1. The homepage hero banner is replaced with content from the guided sell page: https://www.vuse.com/fr/fr/guidedsell
  2. Headline copy – “Trouvez votre product en 3 simples questions” TBC from BAT team.
  3. Subcopy – “Vous recherchez une e-cigarette et des saveurs et vous avez besoin d’être guidé ? En 3 étapes nous vous aidons à trouver votre produit.”
  4. CTA – “Commencer” links to the guided sell page: https://www.vuse.com/fr/fr/guided-sell  

Targeting – Pages

  • Homepage 

Test Goal

  • Unique visitors to Guided Sell
  • Conversion Rate

Devices

  • Mobile
  • Desktop

Audiences

  • New Visitors (only)

#1. Which one do you think is the winner?

View Result

Result

Congrats! You got it right.

 

Winner: Variation 1
Start: 24/08/2021
End: 22/09/2021
Duration: 30 days
Control visitors: 14,971
Variation visitors: 14,888

 

 

Highlights

  • We observed a 7.5% uplift in overall conversion rate (transactions) for new visitors exposed to variation 1 content on the homepage. This metric reached 94% statistical significance.
  • We believe this improvement in conversion rate was directly linked to a 4.5x uplift in visits to the guided sell page, driven by the hero content featured in the variation. On average, 8.9% of visitors reached the guided sell page vs. just 1.6% in control.
  • Users were also much more likely to complete the quiz once navigating to it. Completion rate was 47% vs. just 23.8% in control ( 65.9%) and exit rate for the quiz page was -60% at just 5% vs. 12.79% in control. This indicates that the copy used within the homepage content was effective at explaining what the guided sell functionality is.
  • The high engagement with guided sell content on the homepage resulted in a significant reduction in bounce rate of -10% vs. the control experience. We believe this was a key factor in the uplift in overall conversion rate.

 

Recommendations

 

The results indicate that there was a clear interest from new visitors in the guided sell quiz content. The uplift in completion rate also suggests that the homepage content was a much more effective way of explaining the quiz functionality versus the top navigation link.

 

The 7.5% uplift in overall conversion rate observed in this experiment is worth an estimated €55.2k in annual incremental revenue, from an additional 1.3k transactions. This has been calculated by applying the uplift in conversion rate to the last 12 months of GA revenue data for new homepage visitors. This calculation assumes that the Client confidential 10 volume of traffic will be level year on year.

We therefore recommend deploying the guided sell content to 100% of new visitors to the homepage.

Unfortunately, you didn’t get it right. Variation 1 was the winner.

 

Winner: Variation 1
Start: 24/08/2021
End: 22/09/2021
Duration: 30 days
Control visitors: 14,971
Variation visitors: 14,888

 

 

Highlights

  • We observed a 7.5% uplift in overall conversion rate (transactions) for new visitors exposed to variation 1 content on the homepage. This metric reached 94% statistical significance.
  • We believe this improvement in conversion rate was directly linked to a 4.5x uplift in visits to the guided sell page, driven by the hero content featured in the variation. On average, 8.9% of visitors reached the guided sell page vs. just 1.6% in control.
  • Users were also much more likely to complete the quiz once navigating to it. Completion rate was 47% vs. just 23.8% in control ( 65.9%) and exit rate for the quiz page was -60% at just 5% vs. 12.79% in control. This indicates that the copy used within the homepage content was effective at explaining what the guided sell functionality is.
  • The high engagement with guided sell content on the homepage resulted in a significant reduction in bounce rate of -10% vs. the control experience. We believe this was a key factor in the uplift in overall conversion rate.

 

Recommendations

 

The results indicate that there was a clear interest from new visitors in the guided sell quiz content. The uplift in completion rate also suggests that the homepage content was a much more effective way of explaining the quiz functionality versus the top navigation link.

 

The 7.5% uplift in overall conversion rate observed in this experiment is worth an estimated €55.2k in annual incremental revenue, from an additional 1.3k transactions. This has been calculated by applying the uplift in conversion rate to the last 12 months of GA revenue data for new homepage visitors. This calculation assumes that the Client confidential 10 volume of traffic will be level year on year.

We therefore recommend deploying the guided sell content to 100% of new visitors to the homepage.

 

Get a copy of the full report

You can download the full report in pdf format from the link down below.

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