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Does banner size contribute to customers getting lost on a brand’s webpage? Do shorter banners or no banners at all allow customers to find what they are looking for easier? Find out in this episode of The Cro Show.

Watch this episode of The Cro Show, a game show for conversion rate optimization and marketing experimentation fans, and see if you can guess which test variation performed better during a recent Cro Metrics client experiment.

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Full Transcript:

Steve Meyer: All right, so this client is a very popular clothing brand that sells direct to consumer.

And in this hypothesis, it is a pretty simple concept.

We had some data to support that people get a little confused when they don’t see products immediately when hitting a collection page.

So we decided, Hey, why don’t we test a shorter banner or actually removing the banners up at the top?

Basically, the hero section you see at the top.

I’ll show you this is a control.

And then we have the shorter version.

This is both desktop and mobile.

And then we have no banner with the light gray background and it’s very short.

Any questions?

Kevin Hough: I am really curious how you came up with the idea that users are confused if they don’t see products above the fold.

Steve Meyer: So some of it was qualitative from user interviews.

Not that I perform them, but their internal team.

So the heat mapping stuff like that to show that people or people would tend to actually click the quicklinks thinking that’s what they needed to do instead of actually just scrolling down to see product.

Kevin Hough: That makes sense. Very cool hypothesis. I like it, it’s deep.

Tom Sharkey: Yeah, I, Kevin you stole my question. I was also very curious about the data that suggested that, and we have pitched the concept very similar to this for one of our other clients that we’re going to be aligning with them on this afternoon.

So I’m excited to see the results of this.

But even…even if the variant lost, you know there’s…I can, I can now successfully say that we’ve had other clients, you know, that have data suggesting you should just jump right to the picture.

So I agree this is a cool one.

Steve Meyer: And the ultimate goal was to increase revenue per visitor.

You know, the volume is there and ultimately we want people buying and we want people buying more.

Katie Green: Not just increasing purchases, but actual revenue per per visitor, you’re saying.

Just want to, OK, I just want to make sure I understand that.

Steve Meyer: Not per conversion, per visitor.

So every person hits the site, spend a teeny bit more.

Drew Seman: Are all of those categories, those categories, there’s like four that are across there, are those all available until you click, like is…Is that basically a quick filter or is there, and it’s otherwise just sorted by most popular?

Steve Meyer: That takes you to a specific sub category page or PCP page.

Drew Seman: Okay.

But otherwise it’s just basically most popular or something like that, or featured?

Steve Meyer: Yeah.

Drew Seman: OK.

Steve Meyer: Any other questions?

All right.

Let’s get a vote in.

All right, so the overall results were flat and we saw a quick link usage go down at 5% and 14%, respectively in each variation.

However, when we started segmenting out on our data, we saw that in V2, the no banner test, direct traffic was up 6.6% on RPV with 96% significance.

That’s with, that’s with outlier filtering applied.

That’s with consistent lift across the two weeks we’ve been running the test.

When you actually do the math, PCP pages are the most valuable

for this client, so *BLEEP* dollar impact just for this audience alone.

Crazy, Crazy.

Some of the learnings that we were taking away from this is that removing the banners for direct customers in particular really helps them streamline their journey.

They already have the brand familiarity.

They don’t need to see all the pretty visuals.

They just want to get to the product in the meat of the situation.

Thanks for watching.

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