A 20% off coupon was offered in exchange for a visitor's email. An initial messaging test showed high sensitivity. Looking into this experience further opened up a treasure trove of possibilities.
Since the home page is often the starting point for most users to get where they need to go, creating very clickable buttons seemed prudent. In this test we increase the contrast and decrease the complexity of navigational elements in order to get more people where they need to go.
On Control, a sticky footer was displayed upon scrolling past the hero. This footer contained a CTA and pricing info. Clicks were 1% but scroll depth was significant. The goal here was to increase clicks and therefore CVR.
On mobile, the cost breakdown and final price is displayed first, then the user enters their details, adds any upsells, and checks the T&C box. By then they probably scroll back up to check the price. In this test, we just duplicate the Checkout Summary box so that they don't have to scroll back up.
Pricing table conventions are ever-evolving as companies grow and products get more nuanced. We were no different. In this test, we break out the cards that used to serve as column headers.
A 20% off coupon was offered in exchange for a visitor's email. In a similar test, we saw that this messaging was sensitive and that tweaking messaging even slightly affects CVR.
Before hitting the cart, there is an offer to save a certain amount on the actual product if they sign up for a subscription. The No and Yes buttons were ordered intuitively backwards: Yes then No. Usually the primary button — the one you want them to click — is on the right.