radio buttons vs. dropdowns: how knowing the right way to collect customer information led to a 15%...
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Radio Buttons vs. DropdownsHow knowing the right way to collect customer information led to a 15% lift in orders
We’re sharing on Twitter!#WebClinic
Jon PowellSenior Manager Research and StrategyMECLABS@jonpowell31
Today’s speakers
Lauren PitchfordOptimization Manager MECLABS
Austin McCrawDirectorContent ProductionMECLABS@McOptimize
Experiment: Background
Background: A large people search company catering to customers searching for military personnel.
Goal: To significantly increase the total number of subscriptions.
Research Question: Which subscription option format will produce the highest subscription rate: a dropdown or radio button?
Test Design: A/B single factorial split test
Experiment ID: TP1774Record Location: MECLABS Research LibraryResearch Partner: [Protected]
Experiment: Treatment 1
Treatment 1
Experiment: Treatment 2
Treatment 2
Experiment: Side-by-side
Treatment 2
Treatment 1
Which treatment won?
Experiment: Results
Design Order Rate Stat. Significance
Treatment 1 – Radio Buttons 11.73% -
Treatment 2 – Dropdown 10.69% -
% Relative Change: 14.6% 92%
Relative increase in orders15%In this case, the radio button field outperformed the dropdown field by 15% in order rate.
Experiment analysis
Treatment 2
Treatment 1
15%Order Rate
Shouldn’t the shorter form produce better results?
What we discovered
FKey Principles
1. One of the most effective ways to improve the performance of the webpage is to reduce friction (psychological resistance).
What is friction?
Definition: Friction
Physics: A force that resists the relative motion or tendency to such motion of two bodies in contact.
Marketing: Psychological resistance to a given element in the sales process.
For more on friction: MECLABS.com/LPO
What is friction?
To this
40%Revenue per Visit
From this
Protocol ID: TP1267
What is friction?
To this
From this
189%In Conversion
Protocol ID: TP1341
What is friction?
201%Capture Rate
To thisFrom this
• Treatment asks for one less piece of information
Protocol ID: TP1291
What we discovered
FKey Principles
1. One of the most effective ways to improve the performance of the webpage is to reduce friction (psychological resistance).
2. However, in our attempts to minimize friction (length-oriented), we must beware of undermining the conversation with the customer in 2 ways:
i. Intensifying difficulty-oriented friction
Danger #1. Increasing difficulty
Wherein:fSC = Friction of sales conversion
lT = Length (time)
dT = Difficulty
fSC = lT + dT©
For more on friction: MECLABS.com/LPO
Design Elements
• Eye Path
• Options Selection
• Button Design
• Organization
• Flash Video
Danger #1. Increasing difficulty
Radio Dropdown • By moving from a
radio to dropdown field, we significantly reduced the perceived length of the form.
Danger #1. Increasing difficulty
Dropdown• However, length is only one form of friction. By reducing the length, we inadvertently increased difficulty.
• Now, instead of clearly seeing all of the options available to the customer, they have to click and squint to examine the options.
Danger #1. Increasing difficulty
Page 1 Page 2
Page 3
Version A• Version A is a 3-step cart
checkout process. The length of the process is significant.
• Our analysts hypothesized that by shortening the steps into a one-page accordion checkout process, we could reduce length-oriented friction.
Protocol ID: TP1666
Example
Danger #1. Increasing difficulty
Page 1
Version B
Page 1 Page 2
Page 3
Version A
29%Conversion Rate
Protocol ID: TP1666
Example
Danger #1. Increasing difficulty
Page 1
Version B
29%Conversion Rate
! What You Need to Understand: While we may have reduced length, we increased the perceived difficulty of the checkout. As a result, the conversion rate dropped.
Example
Danger #1. Increasing difficulty
TreatmentControl
60%In Revenue
! What You Need to Understand: By not suggesting donation amounts, we made the form shorter, but the value of the donation was undermined by 60%.
Protocol ID: TP1055
Example
What we discovered
FKey Principles
1. One of the most effective ways to improve the performance of the webpage is to reduce friction (psychological resistance).
2. However, in our attempts to minimize friction (length-oriented), we must beware of undermining the conversation with the customer in 2 ways:
i. Intensifying difficulty-oriented friction
ii. Eliminating necessary value force
Danger #2. Undermining value
ValueForce
CostForce
VfAc - CfAc = Nf
Danger #2. Undermining value
Treatment 2Treatment 1
How might Treatment 2 be undermining the value in Treatment 1?
?
Danger #2. Undermining value
Treatment 1
Which price format do you see first in Treatment 1?
a. Per monthb. Total
?
Danger #2. Undermining value
Treatment 2Which price format do you see first in Treatment 2?
a. Per monthb. Total
?
Danger #2. Undermining value
Treatment 2
• By de-emphasizing the savings and/or placing the total price before the monthly price in Treatment 2, we undermined the value.
• Between the lack of emphasis or and/or the point-first structure of the price, the savings are clearly bolded and easier to understand in Treatment 1.
Treatment 1
Experiment IDs: TP1662Record Location: MECLABS Research LibraryResearch Partner: (Protected)
Background: An addiction and mental health rehabilitation facility.
Goal: Increase the total number of leads captured.
Primary Research Question: Which page will obtain the most form submissions?
Approach: A/B multifactor split
Experiment - Background
Danger #2. Undermining value
• Version A is long copy information on the treatment centers.
• The call-to-action is at the bottom of the page.
Version A
Danger #2. Undermining valueExperiment - Treatment
Version B
• Version B short-form page template with a rotating banner.
• Call-to-action is on the right-hand side above the fold.
Danger #2. Undermining valueExperiment - Control
Design Capture Rate
Version A 2.48%
Version B 0.78%
% Relative Change: 68.5%
Relative decrease in capture rate69%The shorter version B decreased capture rate by 69%.
Danger #2. Undermining value
! What You Need to Understand: The shorter length of the page made it more difficult for the right customers to gain the information they needed. By decreasing the length, conversions decreased by 69%.
Experiment - Results
Experiment - TreatmentTreatment
Control
36%In Total Sales
Danger #2. Undermining value
Protocol ID: 1700
Danger #2. Undermining value
TreatmentControl
16%In Conversions
Example
Protocol ID: TP1362
Danger #2. Undermining value
Not thisBut this
24%Purchase Rate
Protocol ID: TP1740
! What You Need to Understand: By adding two fields (start date and number of copies per day) we also added clarity and value to the form. The control form was undermining the value by 24%.
Example
Radio buttons vs. dropdowns?
Dropdown
Radio Buttons
Which capture technique should you use??
Summary: Putting it all together
FKey Principles
1. One of the most effective ways to improve the performance of the webpage is to reduce friction (psychological resistance).
2. However, in our attempts to minimize friction (length-oriented), we must beware of undermining the conversation with the customer in 2 ways:
i. Intensifying difficulty-oriented friction
ii. Eliminating necessary value force
3. In the end, increasing conversion is less about the technique (dropdowns vs. radio buttons), and more about understanding the entire mental impact (value vs. cost).
Live Optimization
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Primary Audience: Professional organizationsPrimary Objective: Lead generation form fill
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Strayer University
http://bit.ly/1fTQ9k5 #WebClinic
Primary Audience: Prospective studentsPrimary Objective: Recruitment
Background: A large global media company seeking to sell premium software to businesses.
Goal: To move visitors to the next step in the funnel.
Research Question: Which call-to-action will result in a significant increase in clicks and leads captured?
Test Design: Single factorial A/B split
Experiment ID: TP1785Record Location: MarketingExperiments Research LibraryResearch Partner: (Protected)
Next Clinic: Background
Next Clinic: Side-by-side
Treatment A Treatment B Treatment C
Treatment D Treatment E
Which treatment won?
Live March 12 at 4:00 p.m. EST
• What is the best color for my CTAs?• What is the best position?• How many CTAs are optimal on a page?• What is the best CTA copy?
Join the live 35-minute Web clinic
To see the results
To join live, register at the link below:
MarketingExperiments.com/EffectiveCTAs
See how you can conduct research with us
MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs.
Learn more about how you may be a fit for a MECLABS Research Partnership:
• Select Research Partnership Opportunities on the post-webinar survey
• Contact us directlyinfo@MECLABS.com1-877-635-0565
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