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Which Test Won?

Which cart led to a higher checkout conversion rate? (See answer below)

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Which Test Won Answer

The Winner: Variation A, the control without the testimonial, had the best conversion rate. The variation with the testimonials resulted in a 5.48% drop in clicks to the checkout page and a 2.59% drop in checkout completion. Note that mobile had the greater drop compared to desktop.

The Reason: For this client, the shopper did not need anything else to read or think about before making the purchase. Adding the testimonial slowed some shoppers down to the point where they did not take the next step. It may have raised doubt in their minds. This type of test is contingent on factors such as the strength of the brand and trust, as well as the price of the product. In this case, the average product is over $200 USD.

As with all tests, you should run this on your own site before implementing it. Results from one site rarely transfer directly to another due to differences in audience, brand perception, and other variables.