Over our decade-plus doing digital experience optimization, we\u2019ve run thousands of tests. And this is what we discovered: small, continual improvements can have just as much impact as those big changes.<\/p>\n\n\n\n
In fact, it might actually produce better <\/em>results for you.<\/p>\n\n\n\n Think about it like this: a website redesign is like burning down your house to rebuild a new one. You do it all at once and can\u2019t learn from mistakes and improve along the way.<\/p>\n\n\n\n Iterative testing is like renovating room by room. You can still live in your house (or in the case of your website, you can still make sales), but at the end of the experience you end up with what feels and looks like a completely new home.<\/p>\n\n\n\n Don\u2019t get me wrong. Sometimes, a website redesign<\/a> is completely necessary. But, if that\u2019s not in your budget or isn\u2019t the right journey for your brand right now, you can still improve the ecommerce experience.<\/p>\n\n\n\n Let\u2019s take a look at some of the winning tests from our vault and see how small but iterative tests led to better user experiences.<\/p>\n\n\n\n By creating a shopping-focused customer experience<\/a>, these optimizations created directional guidance for customers to move down the funnel, eventually leading to an increase in purchases.<\/p>\n\n\n\n Sticky or fixed elements keep CTAs, like the add to cart button, visible even if customers are scrolling down the page.<\/p>\n\n\n\n It hovers on the top or bottom portion of the screen, and it is readily clickable when the customer makes their purchase decision.<\/p>\n\n\n\n Let\u2019s take a look at how these sticky elements helped two brands.<\/p>\n\n\n\n During user testing for one client, our researchers noticed that there was no clear way for shoppers to keep track of how customizing their product was impacting the price. There was lots of unnecessary scrolling between the customization elements and the price.<\/p>\n\n\n\n The team hypothesized that adding a sticky element for the dynamic price would increase transactions.<\/p>\n\n\n\n In the test, the control kept the original layout of the product page<\/a>, and the variant included a sticky add-to-cart. Every time the shopper customized their product, the price would update dynamically.<\/p>\n\n\n\n The variant won, and we could predict that when implemented, it would generate over $580k in annualized revenue gains.<\/p>\n\n\n\n The dynamic sticky add-to-cart button lets users make a more informed purchase decision without the hassle, in turn improving the likelihood that they would convert.<\/p>\n\n\n\n There was a similar case for another brand, where customers had a higher likelihood of experiencing \u201cscroll fatigue.\u201d<\/p>\n\n\n\n Customers became frustrated with scrolling up and down the page to view relevant content, prompting them to leave the page.<\/p>\n\n\n\n In this instance, our client had a complicated, FDA-regulated product with a very long product detail page (PDP)<\/a>.<\/p>\n\n\n\n Our team hypothesized that using a sticky add-to-cart button<\/a> on product pages would improve the visibility of purchasing actions and increase engagement.<\/p>\n\n\n\n The variant produced a 4.09% lift over the control.<\/p>\n\n\n\nSticky Elements Increase the Visibility of CTAs, Leading to More Purchases<\/h2>\n\n\n\n
Dynamically Updated Price in Sticky Add to Cart Button Leads to Over $580K in Annualized Revenue Gains <\/h3>\n\n\n\n
![\"iterative](\"https:\/\/thegood.com\/wp-content\/uploads\/image4-36.png\")
<\/figure>\n\n\n\nSticky Add to Cart Button Generates $90K in Annualized Revenue Gains And Improves Purchasing Action<\/h3>\n\n\n\n
![\"winning](\"https:\/\/thegood.com\/wp-content\/uploads\/image1-57.png\")
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