Uncovering a powerful motivational lever by testing the value proposition placement

Early 2020, Conversion conducted their first experiment for TaylorMade by adding free shipping language to their site-wide announcement bar located in their navigation.

The test did not provide definitive results. An inexperienced team might have walked away at this point, determining that adding free shipping language didn’t improve conversion. However, Conversion’s strategy team knows that more experimentation is often necessary when inconclusive test results are obtained.

Conversion was able to determine this was one such case because we have developed a mature approach to testing through extensive experience working with customers such as Microsoft. In fact, we believe no test is a write-off.

That’s because we dive deeply into analyzing test results, message placement and business context before we reach conclusions. As a result, we conducted additional tests for TaylorMade, studying the behavior of users more closely and evaluating each stage of their buying journey. That gave us the insight to tailor different messaging to influence visitor behavior through each stage.

From there, our team moved the free shipping details to two data points on the product page (PDP) and tested its impact over four weeks from May to June 2020.

Armed with the data we collected, our team moved the test higher in the sales funnel and changed the language to read, “Free Shipping by TaylorMade” as opposed to the generic free shipping offer. This subtle language change made a huge difference for TaylorMade’s online shoppers, showing that it isn’t just the free shipping message that sells, it’s about where the message is placed during the buyer’s journey.

The PDP test yielded positive results, prompting our strategists to test a subsequent round for the PLP for four weeks between October and November 2020.

Mobile vs Desktop

Our tests across mobile and desktop platforms provided different recommendations. Conversion provided Variation A to use for desktop visitors and Variation C which maximizes revenue impact with mobile users. Both variations included the free shipping message that improved conversion overall.