Results: With the checklist or feature box format?

With the checklist or feature box format?

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Difference Between Versions:

Version A – Product features listed in checklist format
Version B – Product features listed in feature box format


Key Performance Indicator (KPI): 

Average Revenue Per Visitor (ARPV), Add to Cart conversions


Test Goal:

Increase product purchases

 

Traffic Source:

Referral traffic from Microsoft and Apple websites

 

Audience: 

Referral visitors from Microsoft and Apple websites

 

Organization: 

Telestream - video editing software provider

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Test Run By

Blast Analytics

Test Run For

Telestream

Test Run On

Optimizely

WINNING VERSION

B

Poll Results - The Best Guesses:

With the checklist or feature box format?

  • Version B
  • Version A
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The feature box format won!

Surprised? Read on to learn more. . .


Test Details & Background:

Blast Analytics, a U.S.-based marketing and analytics consulting firm, conducted this terrific table test for their client Telestream, a video editing products software provider.

The goal of the test was to determine the optimal way to showcase product features to convert more visitors into buyers.

This test was part of an ongoing series of studies. Each test was designed to uncover conversion rate impacted. The learnings were applied to subsequent iterations.

In the first study, the team tested whether reducing the size of the product image, at the top of the page, would increase the visibility of the product features section. They found a smaller image did indeed increase the visibility of the product feature matrix, leading to higher Clickthrough rates (CTR). However, it resulted in visitors buying the least expensive product, ultimately lowering the Average Revenue Per Visitor (ARPV).

Next, the team examined the effect of altogether removing the product feature matrix from the page. This change resulted in an increased CTR on the main image, but also lowered ARPV.

Taking these learnings into account, the team realized the product feature section was important. So, wanted to determine the optimal way to display the product feature matrix: in a checklist or table format.

 

Poll Results - The Best Guesses:

With the checklist or feature box format?

  • Version B
  • Version A
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version A has lot more information and is easier to compare features, in my opinion won version b because it has a main action highlighted and is less complicated (less information)

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