The Ōura Ring delivers personalized health insights straight to your mobile device by analyzing your sleep and activity patterns. By simply wearing the minimalistic ring, you gain a full picture of your health, including heart rate, sleep quality and daytime activity levels.
For those who want to keep a close eye on their bodies, Ōura is an incredible tool. Yet, is Ōura’s Home page missing critical content that could highlight that fact? We could test that.
The Opportunity: The Home Page Doesn’t Explain the Benefits or Features of Using the Ōura Ring
Why do visitors check out a product website before purchasing? According to the Reimagining Commerce report from Episerver, more than 90% of shoppers visit a brand’s website for the first time to do something other than making a purchase. And in most cases, they’re looking for more information or making comparisons.
In that same study, Episerver found that 98% of consumers have been dissuaded from completing a purchase because of incomplete or incorrect information.
Currently, Ōura doesn’t highlight the benefits or features of using the Ōura Ring on their Home page. Visitors must navigate elsewhere to compare features or better understand what the ring can do for them in their daily lives.
Unfortunately, this can lead visitors to click away, which can directly impact the website’s conversion rate. And if they can’t find the information they seek, they may move on to a competitor.
The Control
Our Hypothesis: Engaging Website Visitors With Additional Content About Ōura Will Boost Conversions
According to Entrepreneur, a “clear sense of what the company offers” is listed as one of the 10 most important things customers want on a website. They recommend e-commerce websites make product descriptions a priority on their Home pages to provide general information about products or services with links to additional info.
Marketing expert Neil Patel also suggests writing quality descriptive content that helps customers make purchasing decisions.
The Potential Fix: Add Features & Benefits to the Home Page Under the Hero Section
We would begin our test by simply placing a content stripe just below the Hero image that lists the features and benefits of the Ōura Ring, complete with images of the health tracker app.
We hypothesize this change would engage the user, answer questions and provide product highlights that encourage users to slow down and investigate each feature in detail. As a result, the change would decrease the website’s bounce rate and increase conversions.
The Variation
What Can Cro Metrics Test for You?
A small amount of content could be all that’s standing between you and a better website conversion rate. It’s time to start testing. To learn more about our experimentation and optimization programs, send us a message.