Winning A/B Test: How We Increased Conversions for Holifya by 45%
In the world of e-commerce, every detail matters. That’s why we ran an A/B test for Holifya , a company that offers DNA tests for health and wellness . The goal? To identify which changes to the Shopify product page could improve the user experience and, more importantly, increase conversion rates. The results were not disappointing: after the changes, the optimized version of the page showed a 45% increase in conversions , proving that even small changes to a product page can make a big difference for a business large or small.
The Process: The Before and After Page
The initial version of the product page presented detailed information about the DNA test, but with a cluttered layout and a barely visible call-to-action (CTA). Furthermore , the benefits of the test were not immediately evident , with too much text that risked disorienting the user. In fact, most visitors abandoned the page before reaching the most important information, while the initial image dedicated to the test did not increase interest in the product.
We then noticed that the greatest interest of the users was related to the information that tells what is analyzed in the test and also to the frequently asked questions. Furthermore, there was a segment of visitors who went to use the form to have more information, an indication that the information provided on the page was not sufficient.
So we decided to make some changes to the product page by inserting an image under the header with some information about the test already inside, also emphasizing the fact that several large national newspapers have talked about the product and the company in their articles with a small, not too invasive addition to the layout. We then highlighted the price, accompanied by any discounts highlighted, and the possibility of purchasing in installments. Immediately after, we inserted a list of the most important information that users are most interested in.
If the user decides to continue by scrolling down the screen, he will then find more detailed information on how the test works, plus other important information that users had searched for in the old version.
The results: significant improvements
We ran the test for a total of a month and a half. The results we got on this specific Holifya DNA test page were surprisingly positive. Not only did we manage to increase the conversion rate by 45% , but the new model also saw a 22% increase in average order value (AOV) and a whopping 80% increase in EPV , the average monetary value generated by each visitor to the page.
This A/B test we conducted for Holifya is a clear example of how an approach based on the analysis and study of a page's data, with attention to every little detail related to user interest, can lead to tangible and measurable results . The changes made to the page, although simple, had a significant impact on performance, demonstrating the importance of continuously optimizing every element of your Shopify page.
The world of e-commerce is constantly evolving. What works today may not work tomorrow. To stay competitive, it is essential to adopt a continuous improvement approach. A/B testing is an indispensable tool for monitoring the performance of your website and making the necessary changes to meet the needs of your customers.
Our experience in this field (as demonstrated by other of ours) case studies ) also serves this purpose, being able to improve the strategies of companies and implementing even more accurate and customizable ones thanks to our team of experts. Contact us if you want to try an A/B test on your Shopify page.