What Was Tested
I recently ran an A/B test to see what was more profitable on The Mouthguard Store, having the product page call to action button say: “Buy Now” or “Add To Cart”. It had been set to say: “Add To Cart” for nearly two years however, there is always room for improvement. The test changed every place the call to action text appeared on the site, this included the homepage, the product page and the fitting instructions video page.
The Results
After running the test for about 3 weeks, the results became 90% likely that “Buy Now” would be more profitable going forward. There were 4,614 visitors subjected to the experiment, 38 (1.64%) bought using the text “Add To Cart” while 50 (2.17%) bought with the text saying: “Buy Now”. The amount of people subjected to the “Add To Cart” group totaled 2,315, the amount subjected to “Buy Now” totaled 2,299. Almost all orders on the site are around the same price so each conversion can be said to be near equal value.
The Previous and Next Test
The previous test was to see if showing related products increased conversions, they did not. The next test is going to experiment with only one product, the QuiteNite Z Stop Snoring Mouthpiece. The test is going to see if having subtitles for the video is better or worse for conversions. This product is currently responsible for most sales on the site so it's the best one to test in isolation. To make the files I am using Pazera Free MP4 to AVI Converter to make a file I can use in the program which makes the .srt files: Subtitle Workshop, not the best programs but they will get the job done. The videos will be embedded with: MediaElement.js. Once the test results are conclusive, the result will be implemented throughout the site to all videos.
