Test #3: “Leading with clear product purpose and value”

At Fusion, we learned a long time ago that users typically don’t like the thought of adding more to their order than what they came to buy. Users have one goal when they to come to your site, and any offers that add or detract from that goal can be hard to sell. The key is to develop a clear product purpose and value.

For example, if a user is on an airline’s site and has selected their flights, they have accomplished their primary goal. Their next goal then becomes completing the transaction and going on their way — they have nothing left to accomplish, and additional offers can be perceived as a nuisance.

For ancillary product offers, this is a very important problem to solve. How can we position the offer in a way that a) demonstrates clear value and b) doesn’t distract users from their primary goal. 

Goal:

Implement a variation of the heading message for insurance product to include the purpose of the product and also to use the word “your” to assist in making the offer seem more personal in order sell more insurance.

Key Performance Indicator (KPI):

Conversion Rate

Traffic Source / Segment:

Desktop traffic only, non-US, airfare/hotel travel package purchaser segment

Summary of difference(s) between variations:

Figure 1: Variation A – Original  (48% of traffic) “Add Travel Insurance from Travel Guard”
Figure 2 – Variation B (Test) (47% of traffic) “Cover Your Trip with Travel Insurance”
*** WINNER ***

 

Sample Size & Test length:

Approx. 17,472 visitors were randomly shown either variation over the same 10-day period in 2017.

Hypothesis:

By making several key changes in the header for the product, we will increase purchases and therefore revenue. Customers will understand the value of the product by being clear and concise in the bold header area that eyes are usually attracted to first.  By removing the product supplier brand name (which is also already mentioned several of places within the body of the offer) and using the critical opening action verb to convey more product benefit, consumers will understand the value first “Cover Your Trip”, instead of being asked to simply “Add” travel insurance.

Results:

The test variation B increased revenue by  $284,465 annualized which is +19.39% with 93% significance.

Actionable Takeaways:

The test results supported the original hypothesis: Customers positively responded to the “Cover” action verb vs. the over-used “Add”.  Glancing at “Add” may immediately put consumers off (“not another thing they want me to add!”), while “Cover Your Trip”, sounds like something people “should” do.  Understanding and testing key action verbs and also leading with the product’s value proposition tackles answering the question from the consumer – “whats in it for me”?

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