Lightbulb moment for LED Planet
There’s always a challenge for e-commerce clients to get the most out of the traffic that visits their website. Part of our process is to maximise the return a client gets out of the traffic we send to a site. For LED Planet, this meant improving the number of people choosing to add products to their basket from the various product pages on site.
We prioritise pages to analyse based on what a client is aiming to get from their website. For a lead generation site we’d prioritise pages with data capture. In the case of LED Planet we prioritised the product page to carry out split tests.
The LED Planet site has a colour palette using pink and purple. On the product page this included the “Add to Basket” button which was a light pink. When reviewing the page, we believed it could be easy for visitors to miss the button and suspected this could be contributing to a frustrating user experience.
But, we can’t make assumptions. We therefore set up a split test to display to 50% of visitors to the page with the original button; the other 50% of traffic would see a new green button.
We ran the test for a month to gather user data, then we analysed the results initially and then again months down the line once changes had been implemented to see the continued effect.