Increase e-commerce sign-ups by previewing items to engage users before registration

Objectives

Leboutique.com is a clothing shopping club with over 4 million monthly unique visitors. Users sign up to receive special offers on clothing via email.

Our goal was to increase conversion to registration on the client’s main landing pages.

Key Performance Indicator (KPI): Conversion to registration;
Funnel component: landing page (opt-in page);
Traffic Sources: Social, Display, Paid Search;
Device targeting: Desktop;
Traffic split: A / B (50% / 50%);

Research

Research is the critical part of landing page optimization services because we need to get actual data on how to increase conversion rates instead of guessing or blindly following best practices.

We started with visitor session records, online surveys, and using clickmaps to find data that showed why visitors weren’t converting.

According to the clickmaps, 18.72% of users clicked on product images. This was a strong indicator that product information was missing.

Hypothesis:

Add a popup that opens after clicking on a product image.

Le Boutique Landing Page Optimization Services Research

Result:

+8.2% additional confirmed subscriptions (99% confidence level)

We then asked users, “What’s stopping you from signing up?” to understand their objections and concerns. This online survey had a 10-second delay to capture engaged users.

Here is the list of user objections according to 9,765 responses:

Hypothesis:

Overcome price objections by emphasizing the lowest price in the sale (“starting at $10”), discounts, and scarcity by using a countdown timer.

Result:
-13% confirmed subscriptions

Conclusions: Price may not be a major barrier to subscription, so it would be better to test overcoming other objections. Alternatively, the tactics used in the experiment didn’t work in this case.

Hypothesis: To overcome rejection, users want to see more products before signing up.

Alternative page, v2:
Le Boutique Landing Page Optimization Services Alternative Page – 2
Le Boutique landing page optimization services alternative page v2

Tactics: We showed a preview of the catalog in the background of the form and the CTA “See 231 discounted sneakers”.