It was the 18th A/B test on this client's Shopify Ecommerce Stores (can't share the name of the website because of signed NDA).
At first we have worked only on one ecommerce store, but as the client started to grow traffic on other niches stores, we have started to apply CRO processes also on them.
We have already tested a lot of UX features, improved overall design of product pages, but they didn't include any Scarcity and Urgency triggers that could stimulate visitors make purchase. And as we have already A/B tested such elements on other store and got 24.1% Revenue uplift
, we have decided to implement the same hypothesis here.Why we A/B tested it again as it worked on another store with the same business model?
And here it is important to recall one important rule from A/B testing: If it works on one website, it's doesn't mean that it will work on another website.
As these stores have different niches (the first one is focused on winning products regardless of niche, while another one is focused only on baby care products and have specific target audience), we can't just blindly implement every successful feature from A/B tests on another websites.
When we implement of new features/elements through A/B testing, we certainly know if it really works and we decrease our risks.
There was also one difference comparing with similar A/B test on another website: we have created additional testing variation with Countdown timer to enhance scarcity and urgency effect.
As a result, in Variation 1 we added 2 elements:1. "Today's Sale" badge
on the top part of hero image above-the-fold.2. "Availability: Low in Stock today" text
below the thumbnail slider (also almost above-the-fold)
And in Variation 2 we additionally placed Countdown timer ("Today's Sale ends in: 4 hours 29 minutes and 50 seconds"
) below the text "Availability: Low in Stock Today". So the logic behind of it was the following: At first potential customers see that there is a Sale today. Then, when they scroll-down the page, they see Low In Stock notification which is accompanied by Countdown timer that starts from 4 hours and 29 minutes and amplify urgency effect.
Need to say that our client and business owner was sceptical about this and didn't want to implement Countdown timer on this website, but we persuaded him that it should be A/B test as we have already achieved a few big wins with scarcity and urgency elements.