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Acme Tools is a well-known retailer of everything from generators and hammers to tractors. Weekend DIYers and professionals alike can find every tool they need on Acme’s extensive website.

In fact, Acme’s sheer selection of products has solidified the company as one of the top tool retailers in e-commerce. However, could the thousands of options on Acme’s website be inspiring new and returning customers to forgo their purchases? We could test that.

The Opportunity: Decision Fatigue Could Be Draining Conversions & Other Metrics

Decision fatigue is what occurs when we’re presented with too many options. For large e-commerce websites, this issue is exasperated by thousands of product listings. Acme’s website is no exception; users who visit product listing pages (PLPs) can scroll through hundreds of available options for each product category. 

Unfortunately, it’s impossible for shoppers to determine the unique selling points of each product. The decision-making process can get overwhelming, causing many shoppers to click away.

The Control

With so many options, visitors easily become overwhelmed and end up leaving the website.

Our Hypothesis: Adding Social Cues Can Support Shoppers in Making Their Purchasing Decisions 

When shoppers are having difficulty choosing between products, they often look to social cues such as customer reviews and badges. One key cue we’ve seen success with is the best seller badge. This badge indicates which products have a higher ranking in terms of sales.

In a recent A/B test conducted by our team, we were able to produce $118.8K in annualized revenue by simply adding a best seller badge to relevant items on a retailer’s PLP.

According to Go Promotional, product badges make it easier for shoppers to find the products they’re looking for. After all, they don’t have to sort through the products themselves. As a result, they’re able to make faster purchasing decisions.

The Potential Fix: Adding Best Seller Badges to Relevant Products

We would begin our test by adding best seller badges to relevant products on the product listing pages. Visitors would see a red, eye-catching best seller badge in the top corner of the product photo.

We hypothesize this change would make it easier for shoppers to find the right products, simplifying the decision-making process. As a result, we would see increased average order value (AOV), conversion rates, add to carts, and purchases.

The Variation

Adding social cues will make it easier for users to find what they need, increasing conversion rates.

What Can Cro Metrics Test for You?

It’s true: a simple product badge can help you reach your company’s growth goals. However, you must test each change for the best results. To learn more about our experiment-led marketing programs, subscribe to Cro Metrics.