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--Case study
Vital Sleep

eCommerce

General Results

Uplift CVR
5.35%
8 winners in 8 months
Total of winner tests during the contract period
$1,437,130
Total extra Revenue generated per year
2.68%
Pages per visit increased
-0.23%
Bounce rates decreased
-2.70%
Average visit durations increased

Project Summary

About
📍 Location: United States
🗓️ Start Date: 02/07/2023
Status
Done
Return on Investment
35.93X

Overview

Core Value | General info they shared during the Kickoff meeting

Snoring is embarrassing and harming relationship and the causes could be over weight, tired at work or stress. 
Their product effectively addresses the root cause of snoring, providing users with a better quality of sleep in almost any sleeping position. Is design for adults who snore (30 and older) and tried other solutions that did not help or work. 
Vitalsleep is designed to be effective from the very first night of use. It moves the lower jaw forward, opening up the airway and preventing the collapse of soft tissues that cause snoring.

Top performing A/B tests

Redesign benefits - Prominent features 1/4
Hypothesis

Making the prominent features section more concise and visually appealing shall help increase User engagement and motivate more Users to go to ‘Shop now’. This will also help remove repetitive information and reduce the scroll length, which shall help increase User scroll depth and engagement on Homepage.

Goals
  • The objective of this A/B Experience is to focus primarily on CVR.
  • The other objective(s) include PDP Visits, ATC
Results
VariationsConversion RateVisitorsAdd to CartConfidence Level
Original Page-9,417-100%
Variation+15.62%9,425+25.06%
BEFORE
AFTER
Sticky tab 2/4
Hypothesis

Showing Sticky tabs will increase the engagement of the users and will increase content consumption.

Goals
  • The objective of this A/B Experience is to focus primarily on ATC.
  • The other objective(s) include CVR
Results
VariationsConversion RateVisitorsAdd to CartConfidence Level
Original Page-2,493-99.91%
Variation+3.39%2,566+72.50%
BEFORE
AFTER
Page Section Resequencing 3/4
Hypothesis

Resequencing content for easier navigation & clarity

Goals
  • The objective of this A/B Experiment is to focus primarily on CVR.
Results
VariationsConversion RateVisitorsAdd to CartConfidence Level
Original Page-22,131-94.67%
Variation+11.93%22,197+4.44%
BEFORE
AFTER
Exposed video on Homepage 4/4
Hypothesis

As the audits showed that more users clicked on the video. Adding an exposed informative video on the homepage will help them get to know about the product and and its features. It is more user engaging and will attract user attention

Goals
The objective of this A/B Experiment is to focus primarily on CVR. The other objective(s) include.
Results
VariationsConversion RateVisitorsAdd to CartConfidence Level
Original Page-3,246-92.96%
Variation+19.88%3,189+7.56%
BEFORE
AFTER
Process

Research: Audit

Based on the above data, there are several key findings regarding the website's performance and user behaviour:

Visitors are majorly checking how the device works. Also, they are watching videos, checking out reviews, reading out benefit section and always closing discount pop-up

Google Analytics:
89% of visitors landing here drop off without any shopping activity. Rest move between product, FAQs, reviews before dropping off or making a purchase

Various section are repeated and page length is high. Few important sections can be brought up. Also there is no UGC on the page

Around 50% users are abandoning the checkout and around 33% users are abandoning the cart

Cart and Checkout page lacks assurances and social proof to increase the trust of the users

Use of uniform icon packs across the website will lead to more visual consistency

Development

Timeline of implementation
(5 days to implement the test via convert) DEV + QA

After the client approves the design, we move forward with the development of the test. This process typically takes around five days, including the quality assurance (QA) process. Once complete, we share a preview link with the client. If they approve, the test is launched. 

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