Win Report: How a site-wide benefits bar increased transactions by 8% for a German shipping platform
Published: January 2024
The following is part of our Win Reports series, providing an “under the hood” look at how we apply the CRE methodology™ to grow our clients’ businesses—revealing the research we conduct, ideas we create, tests we run, and insights we provide.
JUMiNGO saves customers up to 80% by negotiating and passing on wholesale discounts from partners like UPS, FedEx, DPD, DHL, and TNT.
Although existing customers valued JUMiNGO’s prices, ease of use, personal service, and lack of lock-in, it was hard to get new users to try the platform. How could we encourage more people to experience the service?
Research: Skepticism and inertia
A subscription should be an easy “yes” for regular customers, but our research uncovered a big objection within that group. They were concerned about being locked into a long-term commitment. They said things like:
“I can’t imagine how you will find cheaper prices than the bulk prices I was offered by DHL.”
“Where does the 80% saving come from?”
“I’m not sure if I will be willing to go through that effort every time I get an order. It seems like a lot of extra steps.”
Although the website did support its claims with evidence, the research revealed that many visitors missed the content. On JUMiNGO’s homepage, fewer than 50% of desktop visitors scrolled to the “how it works” section, and fewer than 30% of desktop users saw the full explanation of benefits. (In this market, desktop users make up the majority of customers.)
To convince people to try JUMiNGO, we needed to make both the benefits and evidence more visible—not just on the homepage but across the entire site.
We created a test variation with a benefits bar for desktop users. The bar sat beneath the site header, highlighting the messages that our analysis indicated had convinced existing customers to convert.
The original site header looked like this.
The variation looked like this.
The messages were:
- Bis zu 80% günstiger als Direktbuchungen
(Save up to 80% compared to direct bookings)
- Persönlicher Service durch unsere Versandexperten
(Personal service by our shipping experts)
- Alles an einem Ort e einfach buchen & verwalten
(Easily book & manage everything in one place)
- Kein Abo, keine Mindestmengen, keine monatliche Gebühr
(No subscription, no monthly fee)
- Weltweiter Versand in über 230 Regionen
(Worldwide shipping in over 230 regions)
Importantly, the visitors could access further explanation, credibility, or proof by hovering over each of the messages. Here’s an example from the homepage:
Result: Transactions increased by 8%
The site-wide benefits bar answered key visitor objections early and backed the assertions up with data. During the test, we observed an 8% increase in transactions.
As we say on page 197 of our Amazon #1 best-selling book that you can get for FREE, winning websites are “powerhouses of credibility and proof.”
As usual, we added this test to our Wins Database and then looked for opportunities to apply its lessons to other clients.
If you want us to grow your profits—quickly and efficiently—check if you qualify for a free one-on-one strategy session with one of our CRO consultants.
We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.
Thanks to JUMiNGO for letting us share these insights (and for being such a great team to work with).
How much did you like this article?
What’s your goal today?
1. Hire us to grow your company
We’ve generated hundreds of millions for our clients, using our unique CRE Methodology™. To discover how we can help grow your business:
- Read our case studies, client success stories, and video testimonials.
- Learn about us, and our unique values, beliefs and quirks.
- Visit our “Services” page to see the process by which we assess whether we’re a good fit for each other.
- Schedule your FREE website strategy session with one of our renowned experts.
2. Learn how to do conversion
Download a free copy of our Amazon #1 best-selling book, Making Websites Win, recommended by Google, Facebook, Microsoft, Moz, Econsultancy, and many more industry leaders. You’ll also be subscribed to our email newsletter and notified whenever we publish new articles or have something interesting to share.
Browse hundreds of articles, containing an amazing number of useful tools and techniques. Many readers tell us they have doubled their sales by following the advice in these articles.
3. Join our team
If you want to join our team—or discover why our team members love working with us—then see our “Careers” page.
4. Contact us
We help businesses worldwide, so get in touch!
© 2024 Conversion Rate Experts Limited. All rights reserved.