Try This Test: Clarify Stock Status on Product Detail Pages

Brandon Howell Conversion Rate Optimization AuthorPublished September 19, 2019

 

 

A quick search will yield thousands of articles filled with best practices for boosting your conversion rates. At ROI Revolution, we believe in testing, testing, testing. We’re all selling different products, using different pitches, and relying on different platforms. What works for one site does not always work for another – so test it!

If you missed the first three posts in our series, don’t fret! You can check them out below:

In this week’s Try This Test installment, we’ll take a look at a site that provides pest control products for the do-it-yourself market. 

Situation

We had a concern that the way in which product availability information was displayed did not make it immediately clear to the users if a product was in stock. 

Hypothesis

By clarifying the stock status for products that are currently in stock, we will reduce friction caused by vague phrasing and increase add-to-carts and average order values (AOVs)

Treatments

The original wording appeared to be boilerplate shipping information, rather than information directly tied to a product’s true availability.

In both treatments, the green “In Stock” text was added the begging of the availability explanation, and the text size was boosted slightly for increased prominence and legibility. In Variation 2, a green check mark was added to further emphasize the “In Stock” messaging.

Try This Test screenshots

Results

green arrow pointing up with blue text saying 15.41% average order value increase

Variation 2, with the prominent “In Stock” text and check mark, had the best performance, with a 15.41% lift in average order value at a 98% confidence level.

Try It Yourself

Are you clearly communicating stock status to your customers? In the 21st century ecommerce landscape, customers expect to have a window into your inventory and shipping process during critical decision points.

If your stock status messaging is vague, try testing different wording and design treatments to draw attention to the fact that products are in stock and ready to ship.

Are you looking to optimize your ecommerce brand’s conversion rates? Get in touch with our expert team today for a free conversion review! And if you’re looking for more conversion rate optimization information, you can check out some of our free resources below.

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