Ecommerce?A/B Test Idea: The Hypothesis
By adding copy to your checkout process that overcomes the most common objection people have, you can increase your checkout completion percentage and purchases.
Why You Should Test It
Congratulations! A visitor made it to your checkout and they’re busy filling out their details. Everything is going smoothly, until they suddenly stop and back out. What went wrong? Well, it could be a few things. But one of the most common things is those pesky objections that pop into our minds. It could be your visitor needs reminding of your free returns policy, your guarantee, or your customer support details. Our whole store needs to be set up to reassure the visitor they?re making the right decision and they?re in good hands. So don?t stop reassuring just because the visitor made it to the checkout. We still need to hold their hand and be crystal clear about the benefits of ordering from us, right until the very last second.
Why It Works
People need handholding and reassuring they?re making the right decision. If they make the wrong decision, they?re going to feel foolish and lose status on a deep psychological level. And they need to feel safe and secure on your site, much for the same reasons. Because who wants to tell others they made a foolish choice and trusted a bad company? No one, thats who. Even if you tell the visitor your offer free returns, that fact might not stay in their memory, or they might have completely missed that fact. So reminding them of the key benefits of carrying out their order is important at every step. Don?t assume they already know these things just because it?s on the previous page. Keep telling them.
Assurance Effect, Ambiguity Aversion