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I've run hundreds (I don't know the actual number) of AB tests and I seem to always re-learn this lesson (like once a month): "Wait, a huge fraction of our customers had no idea we offered [this super valuable/cool thing]? How is this possible?!" For example: - fine print that says there's a price match guarantee (are you kidding?!) - not knowing there are other flavors of your edible - not knowing there are $50 accessories that make your $1500 purchase that much better. - Not knowing there is free shipping (what?!) Here's an article that goes into a case study of putting a benefit in the navbar and how that affected sales. This can be really valuable for a lot of companies -- ecommerce and otherwise.

  • NC

    Nathan Collier

    about 1 year ago #

    I thought it was interesting that they thought of it like real estate. Prime space most companies don't use.

    "If you offer free shipping and returns, we absolutely recommend featuring it in your header. Put it where Trailcam Pro has its notice if possible—immediately to the right of the logo."

    • AN

      Andrew Nicoletta

      about 1 year ago #

      That stuck out to me as well. I also liked their thought process for what to put there.

      For instance, not including the product warranty on the homepage because visitors are trying to find the right product first, and something like the warranty is better to mention towards the product info/check out page. So smart!

  • DM

    Darren Matthews

    about 1 year ago #

    Very interesting set of insights and great to see a case study example. The establishment of trust is so important and that header space is prime 'real estate' as someone put it. It's a bit like the old eye level, buy level in-store.

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