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 🤑 65% Increase in Conversion Rate with This Simple Change

The 4th Quarter, our “Super Bowl” of Ecommerce, is quickly approaching, so we want to share some simple Motivation Monday tips — so you take home more money this year.

This week, we're diving into a case study from a store that saw a 65% increase in conversion rate with a tiny tweak.

Can you guess what it was?

Dive into today’s tip - to see how a simple change can make a big difference to your bottom line👇️ 

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Imagine if a way to increase conversions drastically, was hidden right under your nose? Or in this case - right on your store page.

This week's case study comes from a store selling products to a 35 to 65 year-old demographic, of mostly women.

The Problem

One day the team noticed that many of their products had drop-down menus for selecting sizes. However, they knew that some users, especially in this age group, can struggle with small images and multiple clickable items in a confined space.

They also knew that the majority of their traffic came from mobile devices, where drop-down menus can be even more difficult to use.

The Solution

They decided to run a simple test — Replacing the drop-down menus with swatches.

The swatches were larger and easier to see, and they also allowed users to get a better sense of the different sizes available.

The Results

The results were impressive. The Swatches variation of the test saw a 65% increase in conversion rate and a 57% increase in value per session.

And this didn’t just work for them…

Every time we tested this method on a new store, the results are at least this impressive.

The Rule: If fewer than 5-7 items are in a drop-down menu, from a usability viewpoint, they could be swatches to make selections easier for the user.

Through a number of tests we got a solid confirmation that swatches offer customers a lot better usability than drop-downs. And a lot less confusion for this demographic of users.

Implementation

Since not all tests will win with every audience, it’s best to use data to make decisions that will fit your shoppers.

Here’s what we recommend:

• Keep your users in mind: When designing your website and product pages, think about the needs of your target audience. What are their pain points? What are they trying to achieve?

• Test early and often: Don't be afraid to experiment with different designs and features. Testing is the best way to find out what works best for your audience.

• Small changes can make a big difference: Don't feel like you need to make major changes to your website in order to see results... Even small tweaks can have a big impact on your conversion rate.

The win? Boost revenue per user from the existing traffic you already have coming to your site.

The journey of optimizing your ecommerce site is continuous, but by focusing on the user experience, understanding customer behavior, and implementing the strategies we've discussed, your business can see a significant uptick in its revenue per user.

Stay curious, keep testing, and here's to your ecommerce success! 🫵 

Matthew Stafford.

_{Matthew Stafford is CEO and managing partner of Build Grow Scale and has been consulting and growing successful, well-known Ecommerce brands for the past ten years. With nearly one billion in ecommerce revenue through our partner stores and student checkouts, I always aim to bring you the best information about what is working now in the ecommerce landscape.}

The Early Checkout Team

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