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Product Detail Page

Shipping and Returns Emphasis A/B Test Example

Visitors may hesitate when shipping or return terms are hard to find.

  • Product page
  • Purchase conversion rate (CR)

Control vs Variant

How hard the same message is pushed is the variable.

Changed
Emphasis
Page
Product page
Difference
changed

Hypothesis

Making existing information more prominent may help them evaluate the terms earlier. Define one emphasis change in advance; changing the policy itself would answer a different question.

How to run this test

Primary metric

Purchase conversion rate (CR)

Compare purchases per assigned visitor when existing shipping and return information is given more prominence.

Other metrics

  • Add-to-cart rateCheck whether shoppers take the first purchase step.
  • Return rateTrack returns, but do not assume clearer information will necessarily reduce them.
  • Section interaction rateTrack measurable interactions with the section; an interaction does not prove the information was read.
  • Time to purchaseMeasure time to purchase separately from time spent on the page.

What to check before and during the test

  • ChangeChoose one way to emphasize the existing shipping and return information.
  • Keep constantKeep the information, terms, prices and CTA structure unchanged.
  • BehaviorTrack add-to-cart and purchase behavior together.
  • ClarityMake sure simplifying the presentation does not remove or obscure any terms.
  • Separate testsTest format, placement or grouping separately.

Setup mistakes to avoid

  1. 1Do not combine the messages into one long sentence that hides the benefit.
  2. 2Keep conditions such as minimum order values visible.
  3. 3Do not overload the same section with information.
  4. 4Keep the information visible on mobile; do not push it far down the page.
  5. 5Do not change the actual shipping policy during the test.