Tripling Buyagift's entire revenue target with only our first experiment

From our user research we quickly discovered a common behavior that we believed to be negatively affecting Buyagift’s users’ propensity to purchase.

After landing on the site and browsing the most appropriate gift experience for them, users were often dropping out of the funnel to look for better prices elsewhere.

We knew that if we could persuade them to make an impulse purchase, without wanting to leave the site in search of better deals, we could generate a big uplift in Buyagift’s conversion rate.

Making the most of what you’ve got

Buyagift had a brilliant best price guarantee policy, but they weren’t doing much to promote it on their website. In fact, for a customer to come across this information, they would have to go well out of their way to find it.

We hypothesized that if users were aware of this policy, they’d be less likely to leave the website in search of better deals and therefore more likely to make a purchase.

In our first experiment, we tested this hypothesis by adding a widget to each of their product detail pages that displayed information about their best price guarantee.

One key issue with best price guarantees, though, is that users often have a hard-time believing them.

We believed that if Buyagift’s users understood how Buyagift had been able to obtain the cheapest price on the market, they’d be more inclined to trust the best price guarantee.

In order to test this hypothesis, we decided to run an a/b test, splitting the website’s traffic evenly between the original version of the product detail page and the new version we’d created, which included information about the best price guarantee and how it had been obtained.