Test #002: Addressing specific consumer needs
PARTNER: TED'S BRAIN SCIENCE PRODUCTS
COMPANY TYPE: PAIN RELIEF-HEALTHCARE, ECOMMERCE
EXPERIMENT QUESTION: IF WE IDENTIFY SPECIFIC PAIN TYPES, CAN WE INCREASE THE FORCE OF TED'S VALUE PROPOSITION, AND CONSEQUENTLY, THE 'ADD-TO-CART' RATE?
Ted's Brain Science Products is a Dallas-based healthcare company that specializes in developing pain relief solutions. They found that two natural ingredients–methyl salicylate from the wintergreen plant, and resveratrol from grape leaves or Japanese knotweed–appear to work together in a brand new, previously unknown way. There flagship product, Ted's Pain Cream, is the first of it's kind.
In a previous experiment, we found out that we can increase the 'Add-to-Cart' rate on the 'Ted's Pain Cream' Product Page by reducing secondary links and column formatting. After reviewing this new page, we realized that particular pain types aren't addressed at all, even though much of the digital advertising we were using did. We also know that most Ted pain cream users fall into a four different pain categories. So we asked: If we address these pain types on the page, can we increase the force of Ted's Value Proposition, and 'Add-to-Cart' rate?
This is the 'new' control version of Ted's Pain Cream 'Product' page. This page contains less secondary links than the original product page and a single-column format. Here are the results observed for the control page:
Control: 1337 visitors, 91 conversions (6.81% Add-to-Cart Rate)
This is the new treatment version of Ted's Pain Cream 'Product' page. We added in informational boxes that address four specific pain types commonly experienced by Ted customers: Migraines, Muscle Pain, Arthritis, and Carpal Tunnel. Here are the results observed for the treatment page:
204 visitors, 22 conversions (10.78% Add-to-Cart Rate)
RESULT:VALID; 58.5% INCREASE IN CONVERSION
This experiment quickly crossed the 95% confidence level, showing a statistically significant increase of 58.5% in 'Add-to-Cart' conversion. This test was encouraging for a number of reasons.
First, it validated some of our assumptions about what types of pain our customers are experiencing. By specifically listing those pain types on the page and addressing them, we clarified and increased the force of Ted's value proposition. Instead of just offering to fix pain, we limited our scope to the top categories of pain.
This clearly reduced the anxiety of page visitors by affirming that their particular pain is addressed by Ted's Brain Science Products, and in fact, is the focal point of their product solution and research.
Second, it's likely that this treatment version of the landing page fit more closely with the advertisements that were leading to it. Testimonials used in our advertising often specifically addresses a certain type of pain. By reinforcing those on the product page, we reaffirmed in the mind of the visitor that they were in the right place.
Congruency between ads and landing pages is key. Without it, you are more likely to set off a red flag in the mind of the visitor. We found this to be true here. We also found that qualitative data of the top four pain categories proved to be true. Rather than focusing too heavily on the ingredients of the product, we turned our attention to the result of the product.
A followup test for this product page may include separating out and isolating each pain type to find which one resonates the most with this particular audience. By honing in even more specifically on each pain, we may find a section of the market that is prime for this type of product.