Ecommerce?A/B Test Idea: The Hypothesis
By having a clear section on your navigation/site for sales and deals, you can increase your click through to sale items and therefore purchases of discounted products.
Why You Should Test It
Let?s start by saying why you shouldn?t test it. If you feel by offering a prominent place to deals and specials you?ll encourage bargain buyers and cannibalize your profits… Don?t worry, you won?t. It?s been proven that a percentage of people are only interested in the latest deals, specials and sales. And they?ll browse and wait for those sale events before they ever buy anything. We all know that discounting and sales are the money-generators of most ecommerce stores. We just need to look at Black Friday, Cyber Monday, and Christmas deals? not to mention the hundreds of other excuses for discounting and sales we?ve all seen. The fact is, sales work. And if your brand offers sales and specials, then make it easy for visitors to find.
Why It Works
Just like the word ?Free?, our human brains have been conditioned to be on the lookout for deals and sales. Nobody wants to miss out or pay more for what they have to. There are exceptions to this, such as if your brand is focused on increasing status and caters to wealthier clientele, where the more people pay, the better they feel. But if you?re not going after the wealthy 1%, then prominently showing your special deals is a great way to draw the visitors’ eye and get them to go deeper into your site. Further increasing your chances of converting browsers into buyers and getting a front-end purchase.