{"id":102355,"date":"2022-12-19T12:25:55","date_gmt":"2022-12-19T20:25:55","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&p=102355"},"modified":"2025-05-21T09:38:05","modified_gmt":"2025-05-21T16:38:05","slug":"5-tests-to-run-on-any-website","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/5-tests-to-run-on-any-website\/","title":{"rendered":"5 Tests We Would Run On (Almost) Any Ecommerce Site"},"content":{"rendered":"\n

This might hurt to hear, but it doesn\u2019t matter how great your products are if your website visitors can\u2019t quickly find what they need.<\/p>\n\n\n\n

A minor inconvenience or delay in the user experience can make the difference between someone completing a purchase or losing interest and leaving.<\/p>\n\n\n\n

While it can be a challenge to come up with the right areas for optimization, after a decade-plus in the business, we\u2019ve identified patterns across our clients. There are specific areas of ecommerce websites that when optimized, consistently deliver results. And there are a few tests that we’ve had success with time and time again.<\/p>\n\n\n\n

Our team analyzed our vault of patterns and these are 5 of our favorite data-backed tests to help you gather insights on your customers and increase conversions.<\/p>\n\n\n\n

Let\u2019s dive in and explore the test ideas we would run on (almost) any ecommerce site!<\/p>\n\n\n\n

Test Idea #1: Quality Tiles<\/h2>\n\n\n\n

The Test Idea:<\/strong> Replace product tiles on the category page with \u201cquality tiles\u201d that feature different brand messaging.<\/p>\n\n\n\n

Why We Love It: <\/strong>Testing product tiles with different key messages (brand values, free shipping, etc) teaches the brand what its customers care about\u2026 and increases conversions.<\/p>\n\n\n\n

The Quality Tiles Test In Action<\/h3>\n\n\n\n

One of our clients, Beckett Simonon, an online leather goods retailer, needed a long-term optimization program<\/a> to guarantee sustainable improvements to their sitewide conversion rates.<\/p>\n\n\n\n

To identify potential conversion blockers, we analyzed Beckett Simonon\u2019s website analytics and user experience flow through usability testing and heat maps to uncover lucrative conversion opportunities.<\/p>\n\n\n\n

Our research revealed that users:<\/p>\n\n\n\n

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  1. Relied heavily on product images to decide on purchases<\/li>\n\n\n\n
  2. Didn\u2019t understand Beckett Simonon\u2019s differentiated value<\/li>\n<\/ol>\n\n\n\n

    Our team hypothesized that focusing the company\u2019s messaging throughout key image-driven moments would help users understand their product\u2019s unique values, like ethical responsibility.<\/p>\n\n\n\n

    So, we A\/B tested different messaging, Variant 1 focusing on the company\u2019s ethical responsibility practices and Variant 2, focusing on the company\u2019s enduring product quality.<\/p>\n\n\n\n

    \"company<\/figure>\n\n\n\n

    We tested the product tile variations on the Category page. Below you can see the control with their original product imagery and the variant with our quality tiles.<\/p>\n\n\n\n

    \"Test<\/figure>\n\n\n\n

    Variant 2 includes language surrounding the company\u2019s sustainability efforts, like ethical labor conditions and reputable suppliers.<\/p>\n\n\n\n

    We found that the Ethical Responsibility test variant produced a 5% higher conversion rate than the control, resulting in a return on investment of 237%!<\/p>\n\n\n\n

    Why It Works<\/h3>\n\n\n\n

    Emphasizing sustainability aligns customers with Beckett Simonon\u2019s values. It connects shoppers to the brand.<\/p>\n\n\n\n

    Other companies might offer high-quality leather boots but may not source their products from suppliers who care about the environment as Beckett Simonon does.<\/p>\n\n\n\n

    The test taught the brand what the customers care about and gave customers the extra confidence they needed to make a purchase.<\/p>\n\n\n\n

    A quality tile test could offer similar results for your brand.<\/p>\n\n\n\n

    If customers linger on your category pages but never commit to the purchase, try a quality tile test to reveal what your customers care about and how you can deliver that message through the shopping journey.<\/p>\n\n\n\n

    Test out various messages like:<\/p>\n\n\n\n