Results: With or without the quick selector option?

With or without the quick selector option?

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Difference Between Versions:

Version A – With “quick selector” shopping basket icon; hovering over icon brought up size selector options and add to basket button

Version B – Without “quick selector” button; clicking on product image brought shopper to a separate page with size selector and add to basket button


Key Performance Indicator (KPI): 

Transactions, Average Order Value (AOV)


Test Goal:

Determine if adding a "quick selector" option increases product purchases

 

Traffic Source:

Direct, search, referral, organic, paid, affiliate, social, and existing email list - On desktop only

 

Audience: 

Dutch customers, mostly female, primarily aged 35-44 years

 

Organization: 

Steps - Popular Dutch women's fashion retailer

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Test Run By

De Nieuwe Zaak

Test Run For

Steps

Test Run On

Visual Website Optimizer (VWO)

WINNING VERSION

A

Poll Results - The Best Guesses:

With or without the quick selector option?

  • Version A
  • Version B
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With the quick selector was the winner. Mostly. . .

Read on to learn more.


Test Details & Background:

De Nieuwe Zaak, the Dutch digital commerce agency, ran this smart shopping selector test for the popular Dutch women’s fashion retailer, Steps.

The test was inspired by observing visitors’ shopping behavior and realizing that online shopping can be cumbersome. On most websites visitors are forced to visit a product detail page before they can add a product to their shopping basket.

The testing team wondered whether visitors needed to follow this process — because that’s the way they were used to shopping. Or, if they could increase conversions by removing the product detail page, reducing a step in the shopping funnel.

 

 


Hypothesis:

The team suspected removing a step in the funnel would be beneficial.

They believed the “quick selector” functionality — which enabled visitors to select their size an add to basket right from the product listing — would make shopping easier and more efficient. As a result, transactions and Average Order Value (AOV) would increase.

However, they also acknowledged the quick selector functionality could be viewed as confusing, especially since most shoppers are used to visiting a product detail page. Or, could negatively impact conversions since shoppers wouldn’t have the opportunity to see a detailed product description.

So, decided to test what approach worked best.


Test Set-up:

To determine if the quick selector functionality heightened or heisted sales, an A/B test was set-up on Visual Website Optimizer (VWO).

The study ran for 4 weeks. During this time, over 30 thousand desktop visitors saw either the version with or without the quick selector. Traffic was split 50/50.

Half of visitors saw the version with the quick selector icon. The shopping bag icon was displayed in the right corner of the product images, on all product listers, for all desktop users. By hovering over the icon, shoppers were able to directly select a size and add the product to their shopping basket, without first having to visit a product detail page. The quick selector format looked like this:

With Quick Selector Option

with-de_nieuwe_zaak-version_a-lg

Note, the original version was in Dutch. The button text has been translated into English.

Without Quick Selector Option

The other half of shoppers saw the version without the quick selector icon. These visitors needed to click on the product of interest. They were then brought to a separate product detail page where they could select their size, read a more detailed product description, and add the item to their shopping basket. The version without the quick selector option looked like this:

Both total transactions and Average Order Value (AOV) were tracked across both versions.


The Real-Life Results:

Winner: Version A – with the quick selector option was the winner.

Compared to the version without the quick selector option, including it created a 10% increase in transactions. Results achieved 95% confidence.

Interestingly, however, this increase didn’t translate to a statically significant difference in AOV. Although more transactions were made, people weren’t necessarily spending more while shopping.


How Trustworthy Are The Results?

Given the fact the sample size was large (30 thousand desktop visitors), the test ran for an adequate time period (4 weeks), and results achieved 95% confidence, it’s highly likely the study findings are valid.

It’s interesting to note, however, not all KPIs achieved statistically significant results. Only transactions saw a conversion increase; AOV did not.


Analysis:

Why did the version with the quick selector win? There are likely a few reasons:

1. Simplified the shopping process

Although many shoppers may be used to clicking into a product detail page, the quick selector made shopping easier, removing a step in the conversion funnel.

Visitors didn’t need to click into the product detail page, only to have to find the size selector, and then click the add to basket button. The process was more streamlined because it was all presented on page, in one go.

The shopping and selection process was simplified. It saved shoppers time and effort.

2. Emotion and price tag matters 

For a party dress, a first glance is probably enough to make a purchase decision. You either love the way it looks, or you don’t. It’s an emotional decision, not a rationale one. If you’ve decided you love the look, and have to have it, from there, you can justify that you really need it.

It likely helps that the cost for clothing, like a party dress, is reasonably affordable, for most shoppers.

Clothing is not typically a high ticket item that requires a lot of research or consideration. As such, you don’t need all the product details to make a purchase decision. You can buy it on a whim.

In contrast, a more expensive, practical item, like a new dishwasher, for example, might elicit a very different shopping behavior.

With a dishwasher, you’ll probably want to know the product details before purchasing. And, you’re probably not buying it because it’s love at first site. The purchase of a dishwasher is usually a rationale, less emotional choice. And, it’s one that needs close evaluation and consideration.

In the case of a dishwasher, or similar high ticket items, a quick selector option likely wouldn’t work as well because you want product details before deciding to buy. You’re likely not ready to purchase on a whim.

3. Consider what you’re selling ahead of how to optimize

It’s, therefore, crucial to consider what you’re selling, ahead of how you’re optimizing the steps in your conversion funnel.

High ticket, rationale purchases will likely benefit from the inclusion a product detail page, where shoppers can gather necessary information to make an informed purchase.

On the other hand, less expensive, more emotional purchases may increase by removing the product detail page, reducing the steps in the funnel.


Tangible Takeaway & Immediate Application

A quick selector option simplifies the shopping process by removing the product detail page, reducing a step in the conversion funnel.

But, before implementing on your site, test. And, make sure to consider if a simplified shopping format will help or hinder conversions, based on the products you’re selling, their cost, and how emotional the purchase decision.


What Do You Think?

Why do you think the version with the quick selector won? Share your thoughts in the comments section below.

Poll Results - The Best Guesses:

With or without the quick selector option?

  • Version A
  • Version B
Loading ... Loading ...

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I agree to the Terms & Conditions.

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Have your A/B test showcased. You'll get a great case study write-up, your logo prominently featured, linkbacks to your site, and social media promo, giving you valuable, free brand exposure. Submit Your Test
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AdrianoOxish
1 month ago

Many thanks! Lots of knowledge!

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