One of the problems with web design is that when an agency organizes the original content, they only consider the major principles. That is: the branding, the information architecture (how they would like users to flow through the site) and the page level details.
THE ‘NORMAL’ PROMO PATH
Someone who is building a website may assume that users looking for deals will take a direct path to the promo page upon entering the site. And upon reaching the promo page, we would hope that a user would be so smitten with the deals on the promo page that they will add them to their shopping cart in the next few clicks.
When Pier 1 came to us here at HiConversion looking to optimize this path and add to the value proposition of their discounted goods, we gladly accepted and began testing immediately.
The initial plan was for the test to take place on the category pages. We would then further illuminate the value of a sale item by showing either the percentage or dollar amount saved on the item tile.
However the initial progress was disappointing on the whole. While the RPV (revenue per views) had dropped significantly – we were more concerned with the problems arising from conversion rate. We had expected to see that users would be more likely to buy if they saw just how much they were saving.
When it comes to revenue optimization like the type we specialize in at HiConversion, we frequently find that the devil is in the details and upon seeing these results we delved into the segment data, and what we found was quite exciting!
Upon slicing the users by their entry pages, we noticed that while users on the promo page indeed seemed to be performing worse than the baseline. Users who came in through non-seasonal or promotional pages were absolutely delighted by the knowledge.
With the full picture of how users are reacting to the test, we can see that some categories responding more positively to one treatment than the other in our case percentages had a greater impact on revenue.
The more important story is that promo users and normal browsers are drastically different in the way they attach value to price points. A non-promotional user that sees one deal on a page is far more interested than one that is ONLY looking for a sale.
KEY INSIGHT: A TWO-FOLD APPROACH TO SALE PRICES
- Don’t hammer your promotional visitor over the head with too much price point information, they know they are getting a deal in the sale section – so just let the merchandise quality speak for itself.
- Users that are browsing your website outside of the promotional areas attach far more value to the details like features or price points because the majority of the items they are seeing are priced regularly.