{"id":8783,"date":"2017-05-19T15:03:08","date_gmt":"2017-05-19T20:03:08","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=8783"},"modified":"2017-05-19T15:03:08","modified_gmt":"2017-05-19T20:03:08","slug":"decluttering-and-highlighting-incentives-increased-conversions-on-product-pages-cart-page","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/decluttering-and-highlighting-incentives-increased-conversions-on-product-pages-cart-page\/","title":{"rendered":"How Decluttering and Highlighting Incentives Increased Conversions by 13.98% on Product Pages and 17.75% on Cart Page [Case Study]"},"content":{"rendered":"Reading Time: <\/span> 8<\/span> minutes<\/span><\/span>

Incentives are powerful.<\/p>\n

Even if your website is riddled with elements causing fears, uncertainties and doubts<\/a> (FUDs), we have found that offering great incentives counter FUDs and persuade visitors to convert.<\/p>\n

We are not promoting the idea of having a site riddled with FUDs causing elements, however, remember that every visitor loves a bargain.<\/p>\n

Incentives<\/a> come in different shapes and forms.<\/p>\n

They could be as simple as a free shipping offer, or a special discount<\/a> on limited items, to more complex, unique approaches such as scarcity and urgency. Scarcity incentives point customer to the limited number of items available, while urgency incentives point to the limited time left on the offer.<\/p>\n

To have incentives work for your site, you need to follow strategies of placing them at the right moments of the sales funnel as well as finding the best suiting designs:<\/p>\n

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  1. Some incentives work better at certain points in the funnel. You should also beware of overusing them, and making sure there is an honesty policy behind them (like if time will expire on a cart\/offer etc. it really should).<\/li>\n
  2. To the second point, incentives are only effective if the visitor actually sees them<\/em><\/strong>. We have been flabbergasted by clients who have the most amazing offers and incentives, however they are hidden or cluttered with other unnecessary copy or elements, so they go unnoticed.<\/li>\n<\/ol>\n

    In the following case study, we optimized an incentive that was already offered on the website. We worked on optimizing the moment of the offer, in the sales funnel, as well as the look and feel of the design.<\/p>\n

    The results we got are inspiring: 13.98% increase in conversion on mobile product pages<\/a><\/strong> and 17.75% increase in conversion on mobile cart page<\/strong>.<\/p>\n

    Company Background<\/h2>\n

    Our client is one of the top e-commerce<\/a> marketplace in South Asia selling female apparel and accessories.<\/p>\n

    The majority of their 4 million monthly visitors come from social media and paid traffic.<\/p>\n

    The website offered its visitors plenty of incentives: constant discounts, a cashback program on every purchase, and free shipping on items over a certain price point (most of the products exceed the price point, so most qualify for free shipping).<\/p>\n

    Problem Description<\/h2>\n

    After conducting multiple qualitative polls and surveying site visitors, we concluded that about 65% were unaware of the plethora of incentives the site offered.<\/p>\n

    To begin with, we looked at just the free shipping incentive, which applied to 95% of the purchases of the site. We determined that users’ attention was not effectively directed to this benefit, considering where in the funnel the free shipping appeared, as well as where and how it appeared on the page<\/strong>.<\/p>\n

    Assessing the page, there were two areas that could attract user attention to the free shipping incentives: either in the\u00a0form of a banner at the top of the page, or near the CTA, so the visitor would see it upon clicking \u201cAdd to Cart.\u201d<\/p>\n

    On mobile product pages the free shipping incentive appeared right next to the price. However, because of the discrepancy in font size between the price and free shipping wording, as well as the discount information below, the incentive could be missed by a visitor.<\/p>\n

    This is how the area between product name and CTA looked in the original:<\/p>\n

    \"shopping<\/div>\n
    \n

    Cart page is also a critical area along the funnel, to include free shipping. But, surprisingly, the cart page did not mention many of the incentives promoted on the product page such as:<\/p>\n