Tagged As: Result

Menufy.com, a restaurant order & delivery service, ran a multiple change A/B test on one of their pages (with our help). I really like this experiment because it’s effect is rather small – yet tightly defined in terms of its statistical significance. Sometimes when we make improvements we might feel that our work might have a great impact, and this test brings us down a little closer to reality. Here are the changes which were tested and in return inspired our evidence-based patterns.

The Test
The A/B test results showing a solid 1% increase to (measured by thank you page visits)

The Changes

Here are the 6 things that were changed (interpreted by me).

UI Details
The A variation
UI Details
The B variation with the 4 changes
  1. Clearer Label
    “Add Tip” was used as a label instead of the more ambiguous “Other Info”.
  2. Cash Option As Default – Fastforward Pattern #87
    The cash tip option was added as a default. This is a key change as it might have empowered customers to feel like the decision to tip was given back to them – by being postponed at the time of delivery. Whereas the control might have suggested that a tip was more mandatory.
  3. Custom Amount Alignment & Better Grouping
    One of the choices “25%” was removed and the custom amount was grouped onto the same line.
  4. Repositiong Text Area
    The text area was shifted downwards and separated from the tip option.

Share Your Thoughts

Are there any other UI changes you would test? Please share your thoughts as a comment.

Source link https://goodui.org/blog/4-checkout-ui-changes-for-a---1-sales-on-menufy-com/


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