With or without the image in the checkout?

Can You Guess Which Test Won?

With or without the image in the checkout form?

With image in checkout

Without image in checkout

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Difference Between Versions:

Version A – Checkout page with image in the event insurance section of the page
Version B – Exact same checkout page but without the image in the event insurance section

Key Performance Indicator (KPI):

Event insurance purchases, completed ticket orders

Test Goal:

Increase sales of event insurance, but most importantly, lift the number of completed ticket orders

Traffic Source:

All traffic: direct, search, referral, organic, paid, affiliate, social, and existing email list

Audience:

European shoppers purchasing concert tickets

Organization:

Ticketmaster: event tickets provider