97th Floor designed a campaign to see which elements were most important and which were the most potent forces for conversion through a series of multivariate tests. We audited the KOIO website to understand their value propositions, CTAs, content, anxieties, diversions and mobile responsiveness. Using the findings from the audit, we made tactical hypotheses about what would improve conversion rates. We scored each hypothesis to help identify which one would be the best opportunity to start with, and then we placed them in a roadmap. We set an appropriate timeframe for running tests. To start with, we ran just two tests: one would test on desktop and the other on mobile. For these particular tests, we kept the content nearly identical, but altered the placement of different elements:
- Placement of “free shipping and returns”
- Placement of “product and styling”
- Placement of “details”
- Removing the “financing” from the page
- Making “free shipping and returns” float
As these tests were running, we carefully monitored them to evaluate trends and pivot as needed. For example, one of the tested variants (making “free shipping and returns” float) quickly showed that the results wouldn’t be helpful, so that variant was stopped. We continued to monitor the other tests until they brought in statistically significant results.