Make Sure Your Test Element is Visible

When people run experiments, they are simply looking at the outcome of the experiment and determining if it was a success or a failure. This can be a problem.

We started adding tracking to see how many people were actually clicking on our test elements. Turns out, the number is low. If people aren’t seeing our test element and interacting with it, it’s impossible for the test to predict the positives and negatives of our experiment.

To illustrate our point (because we can’t show actual client examples), we’ve picked a typical example closely related to a real experiment we have tested to show you the process.

Costa is a premium sunglasses retailer that is relatively known…but they are in a very highly saturated and competitive market. With companies such as Ray-Ban, Oakley, Versace, and many others, why would the user choose a less known brand such as Costa over these others?  Below is the default Costa product page without our idea implemented:

Costa Control.png

In this instance, we are creating a call-to-action that expresses why the user needs to choose Costa for their next pair of sunglasses. When the user clicks on the call to action, a message will be displayed to them. Here is the design (the red arrow is not part of the design):

Costa Default 1.png

This element might be completely overlooked due to its location (away from the add to cart) and how similar it is to the “view all options” button. Since the element is somewhat hidden shoppers will not interact with the popup message and as a result, the test would not move the needle. The idea would be scrapped as a dud.

One of our core tactics is Visibility and a super important element of Visibility is importance hierarchy. Importance hierarchy is making sure the most persuasive elements on a page have the most visibility. It doesn’t matter how great our content is within this experiment, if no one sees it then what’s the point? We decided to change the location of the button (placing it right by the add to cart button) and made it stand out more. Here is the second design (CLICK ME! text is part of the design):

Costa Activated 2.png

Copy reads: When we started Costa in 1983 we had one goal, create the best sunglasses possible. We spent over 24,469 hours creating the best frames and lenses for whatever the situation. Whether you need glasses for driving, fishing, or everyday activities, you’ll find a Costa product for you. However, we didn’t stop there. We want to truly make a difference in the world and that means preserving our water. From removing plastics from our beaches to using old fishing nets to create frames, it’s more than sunglasses at Costa.

Not only is this button in a better location (directly below the add to cart), the color makes it stand out from the mostly white background. More people will notice it and be curious about what the contents are, and that’s where we are able to capitalize on the story of the company.

If Your Video Converts Well Make Sure It’s Seen

If you have an asset that strongly influences conversions but isn’t seen by enough people then make it more visible. This is usually the case with video content. Video on your site likely definitely converts really well but is seen by a disappointingly low percentage of visitors.

Bellroy.com has solved this problem.

I’ve seen plenty of product pages that also show a product video. I’ve never seen one that defaults to the product video: https://bellroy.com/products/note-sleeve-wallet/leather_rfid/navy

Novelty: Add a Dash of Personality

The brain is a curious device. Who knows why it’s drawn to certain things and freaked out by others (go ahead and Google trypophobia).

Marketers are always concerned with the Visibility of their page. One method that is beginning to be used more and more frequently is Novelty.

But what is Novelty? Novelty is a design trick that is meant to be unusual and attention grabbing.

Take this example of this Amazon Prime up-sell page:

Amazon Upsell

It gets the point across of the benefits of Amazon prime, but it looks like any other generic sign up page that we have seen thousands of times (and 99% of the time, we skip over).

Now take this example from Amazon where we have a man sitting on a rocket while holding a package for delivery:

Amazon_Novelty_Effect.png

All that has changed is the addition of the graphic, but why is this a great example of Novelty?

A: The graphic is unexpected and causes the user to slow down.

B: The graphic is visually describing what Amazon is asking (sign up for Amazon Prime).

C: It’s funny, and that makes Amazon seem more Likeable (people buy from people they like).

Reconsidering the Phrase Coupon Code

Video:

If you hate watching videos read this:

The Zeitgeist affects the emotions phrases evoke. One such phase is “coupon code”. 10 years ago (to me) it meant “use if you have one”. Today (to me) it means “leave this site and Google site.com + coupon code“.

But it doesn’t have to be. If the phrase coupon code has been highjacked use something else. Just ensure the new phrase makes sense to shoppers that do have a code while not tempting others to hunt for it on Google.

This is what Sears.com does:

Sears_Coupon_Code.png

They’re begging me to leave the site and hunt down a coupon code (top of the screenshot).

This is what Zingerman’s does. They use the phrase, “Have a secret code?”. It’s great because customers with a coupon code will intuitively know coupon code is a form of secret code. But someone without a coupon code will not instantly know how to search online for a Zigerman’s secret code. It’ll require extra mental effort. And humans are lazy.

Zingermans.com default state:

Zingerman's_Default.png

Zingermans.com activated state (here they make sure to use the phase discount code):

Zingerman's_Activated.png

Redundancy

On the top half of snapcorrect.com home there are 2 prominent links:Snapcorrect_HP.png

Clicking either one takes you to the same result page (https://snapcorrect.com/assessment). But isn’t that a bad idea, you ask? Isn’t homepage real estate prime? Why repeat the same message but word it differently?

Actually, what SnapCorrect is doing is clever. The tactic is called redundancy. Having just one link could mean that maybe 15% of homepage visitors would reach https://snapcorrect.com/assessment. But by showing the link twice 35%+ of homepage visitors will reach snapcorrect.com/assessment page.