Website revenue increased by 5% with split testing

Interesting blog over on Get Elastic in their series of conversion optimisation for the Official Vancouver Olympics store.

They ran a simple split test with 2 versions with over 2000 transactions in a 3 week period. Although they did not get a significant design winner, they did choose the above design as it achieved the following:

• Variation A converted (GWO) 3.14% better than control variation
• Visits with Variation A resulted in 12.54% less Bounce Rate
• Overall site Conversion Rate was increased by 0.59%
• Average Order Value was increased by 5.16%

They also calculated that revenue would increase by 5.78%. One of the great things about web analytics is that it can help remove the guesswork involved in website evolution & can automate testing which makes a real revenue improvement for ecommerce websites.

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