Win Report: How a product title change increased conversion by 23%
Published: February 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.
Optibac is the UK and Ireland’s most recommended brand of probiotic supplements. They have also been recognized with the Queen’s Award for Enterprise, the UK’s highest award for business.
Research: Driving down uncertainty and doubling down on previous wins
Our Research Department discovered that site visitors were sometimes uncertain about which product was right for them. They said things like:
“I don’t feel as if there is any concrete information telling me what I should be using and why.”
When we conducted user tests, participants often zoomed into the side of the product images to focus on the dosing information on the label.
These findings implied that clearer information and signposting would improve conversion, and earlier Optibac tests had confirmed this. In particular, we had seen success by adding more information to the product pages.
Leveraging past wins is a critical part of our CRE Methodology™. Here’s what we say in Step 6:
“Has this idea worked before? Once you’re testing, you’ll quickly start learning what your visitors respond to. Every test we develop is documented so that we can review and prioritize ideas that are inspired by winning tests.”
This time, we wanted to double down on the previous wins to see whether more informative product titles would also boost conversion.
The original page (or control)
We ran the test on one of Optibac’s most popular products, their Every Day supplement. Here’s the top of the original page:
The tested pages (or variations)
As the page gets so much traffic, we decided to test two variations against the control.
(When there is sufficient traffic to a page, testing multiple variations can accelerate understanding of what works and help tune ideas for future tests. You can see a similar approach in our Win Report, How a “sticky” call to action increased sales by 25%.)
Here are the two variations we tested. Only the titles change.
Variation 1: “Every Day 30 Capsules | 1 month supply”
The title contextualizes the supply and how often customers need to buy. This was a small change based on the research observation that users lingered over supply and dosing information.
Variation 2: “Every Day | Scientifically Proven to Increase Natural Gut Bacteria | Daily Digestive Supplement | 30 capsules | 1 month supply”
This title added much more information about what the product does and who it is for (including supply details). Formatted with pipes.
It was a close race, but one of them beat the control by 23%. Can you tell which?
Result: Variation 1 increased conversion by 23%
Although each variation beat the control, Variation 1—with its emphasis on dosing and supply—won overall. During the test, we observed a 23% increase in conversion rate and a 34% increase in revenue.
This is a great example of a test that both resulted from previous wins AND triggered further wins. In subsequent tests, we added supply information wherever there was a product tile, and won again.
We add every successful test to our proprietary Wins Database, then look for ways to apply the 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.
A few words from Soraya Janmohamed, co-founder of Optibac
Thanks to Optibac for letting us share these insights (and for being such a great team to work with).
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