Conversion Current 4.1

Happy fall, y’all! It’s nearly BFCM, and with the busiest time of year for eCommerce approaching, it’s time to start thinking about Q1. Before you groan: we’re here to make it much easier. All month, we’re sending you our best testing ideas to get your CRO strategy ready to fire as soon as you get back for Q1. Welcome to your CRO Strategy Kickstart!

We all know it: given the unusually high traffic, promos, and general lack of variable control around the holidays, it’s no surprise that it's not a great time of year for CRO testing. So while you sit back and let your carefully planned holiday campaigns do their thing, let’s use this time to your advantage and get an A/B testing roadmap lined up for the new year! 

This week, we’re sharing some of our top high-impact testing recommendations, designed to start off your 2025 CRO strategy with some quick wins. These are tests we like to run first to capture the lowest-hanging (and most needle-moving) fruit: above-the-fold page content! As always: testing is a highly customized game, so take time to consider your audience, their needs and desires, and observe their behavior before choosing the tests you want to run!

Homepage:

1. A/B test your current homepage against one with new hero copy focused on your brand/product’s USP

• Is your headline clearly communicating what the product is and why your audience needs it? Time to let the data tell you!

2. A/B test a new hero image that doesn’t just show your product, but also shows the impact it has on customers’ lives

• Lifestyle imagery that shows your product in use and delivering results may resonate even more with your audience (p.s.: consumer psychology says smiling faces perform best!).

3. Test how your audience responds to an authority/credibility badge in the hero section

• Is your product dermatologist tested? Officially licensed merch? 75% more effective than competitors? Add a badge and draw user attention!

PDPs:

1. Test adding/increasing visibility of review stars at the top of the page

• Do your users depend heavily on social proof to help them decide? This may help you understand your users’ motivations better – and spark ideas for further optimization down the page.

2. Test adding key benefits icons close to the buy button 

• Maybe your audience craves the reassurance of a money-back guarantee or super fast shipping. Test what happens when you showcase that info right at a critical decision-making point.

3. Test adding thumbnails under your product image carousel 

• Then ask: does this increase engagement with the product imagery? What part of the page do users visit next? This string of behavior can reveal some juicy insights about what info your users are seeking about your product, and in what order. (Here’s exactly how to identify those patterns, in case you missed it 😉)

Collection Pages:

1. Test new product filtering options

• Is your audience more interested in browsing by product color, or by product price? A well-structured filter test can tell you – and help give users exactly what they’re looking for even quicker. 

2. Test adding a collection description that spotlights some high-level benefits

• Is it clear to your audience that each product in this collection was developed to cut your makeup application time in half? Perhaps not as clear as you thought! The test results will reveal all.

3. Test showcasing important subcategories or product specs that will make browsing easier for users

• Maybe your leggings collection features 4 main styles of leggings, or your skincare line can be subdivided by skin concern. Try creating clickable subcategory buttons/cards to test whether this makes your audience’s browsing journey even smoother – leading to more conversions.

Stay tuned for more content to kickstart your CRO strategy: coming this month!