When kicking off the homepage A/B test for OhMiBod.com, shopping cart abandonment was not one of the metrics where we predicted seeing an improvement. Now that we know the results … it all makes sense! (Yah, sure, hindsight is 20-20 … but keep reading.)

Control



Variation 1



Variation 2

Our goal for the A/B test was to get users to the Products page. That’s it … which homepage design would deliver more users to the Products page? Both variation pages showed marked improvements over our control page.

We ran two tests to confirm our findings. Variation B took the first round by a margin of 53.3% to 41.7%. In the second test, Variation B had a conversion rate of 44.8% while Variation A had a conversion rate of 35.2%.

Great! We have conclusive data that tells us which page gets more customers into the product pages … just what we wanted – Mission Complete! But then OhMiBod tells us that cart abandonment is now down 48% since we started running our tests(!). This is great news … but what is this telling us?

Take a look at our control page. There were too many navigation options for users, they didn’t know what they were supposed to do! If you are running an ecommerce site – make that perfectly clear! Our design variations show users (in a clear, consistent manner) that you are here to buy something … now do it! And, apparently, they were listening!

Be sure to check back for more results on our on-going Conversion Rate Optimization of OhMiBod.com. The product page is the next page to undergo an A-B Test. We can’t wait to see how that will affect shopping cart conversions!