Animates

Solution

We added structured customer research to the CRO program. One survey received 1,697 responses from customers who had purchased and those who had browsed without buying. Multiple choice questions helped identify patterns, while open responses gave customers room to explain their concerns in their own words. Those findings helped us develop specific hypotheses to test on the website.

Solution

We tested a more prominent message on product pages to see whether it instilled greater trust and confidence to buy. Among the 22% of visitors who saw the message, adding products to the cart increased by 98.47%. Mobile revenue per session increased by 13.75%.

Solution

We tested these changes separately so their impact could be measured: Clearer pricing increased additions to the cart by 4.40% and conversions by 8.28%. A clearer sign-in prompt increased logins by 7.21% and user conversion by 8.94%. More visible pagination controls on category pages increased product views by 15.67% and transactions by 5.89%, both at 99% statistical significance.

Solution

We tested a Special Offers link in the mobile navigation. Transactions fell by 10.20% at 97% statistical significance, so the change was not rolled out. Across the program, negative test variants represented an estimated 1% in potential revenue loss over 12 months. Testing gave Animates the evidence to leave those changes out.