Win Report: How a site-wide advantages bar elevated transactions by 8% for a German transport platform

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Printed: January 2024

The next is a part of our Win Studies sequence, offering an “below the hood” have a look at how we apply the CRE methodology™ to develop our purchasers’ companies—revealing the analysis we conduct, concepts we create, assessments we run, and insights we offer.

Within the subsequent two minutes, we’ll present you ways a single A/B take a look at elevated transactions by 8% on a German transport platform. (We’ve labored with purchasers in 11 languages and 40 international locations.)

JUMiNGO saves prospects as much as 80% by negotiating and passing on wholesale reductions from companions like UPS, FedEx, DPD, DHL, UPS, and TNT.

A screenshot of the before and after hero section of the Jumingo website.

Though present prospects valued JUMiNGO’s costs, ease of use, private service, and lack of lock-in, it was onerous to get new customers to attempt the platform. How may we encourage extra individuals to expertise the service?

Analysis: Skepticism and inertia

A subscription needs to be a simple “sure” for normal prospects, however our analysis uncovered a giant objection inside that group. They had been involved about being locked right into a long-term dedication. They stated issues like:

“I can’t think about how you’ll find cheaper costs than the majority costs I used to be provided by DHL.”

“The place does the 80% saving come from?”

“I’m undecided if I can be prepared to undergo that effort each time I get an order. It looks like loads of additional steps.”

Though the web site did help its claims with proof, the analysis revealed that many guests missed the content material. On JUMiNGO’s homepage, fewer than 50% of desktop guests scrolled to the “the way it works” part, and fewer than 30% of desktop customers noticed the total clarification of advantages. (On this market, desktop customers make up the vast majority of prospects.)

A color-coded scrollmap shows how few of the site’s users move past the top of the screen. — A scrollmap of JUMiNGO’s homepage. Nearly nobody reached the underside of the web page.

To persuade individuals to attempt JUMiNGO, we would have liked to make each the advantages and proof extra seen—not simply on the homepage however throughout the complete web site.

We created a take a look at variation with a advantages bar for desktop customers. The bar sat beneath the location header, highlighting the messages that our evaluation indicated had satisfied present prospects to transform.

The management

The unique web site header seemed like this.

A screenshot showing JUMiNGO’s original website header.

The variation

The variation seemed like this.

The new header has five key benefits added beneath the navigation

The messages had been:

Bis zu 80% günstiger als Direktbuchungen
(Save as much as 80% in comparison with direct bookings)
Persönlicher Service durch unsere Versandexperten
(Private service by our transport consultants)
Alles an einem Ort e einfach buchen & verwalten
(Simply guide & handle every little thing in a single place)
Kein Abo, keine Mindestmengen, keine monatliche Gebühr
(No subscription, no month-to-month price)
Weltweiter Versand in über 230 Regionen
(Worldwide transport in over 230 areas)

Importantly, the guests may entry additional clarification, credibility, or proof by hovering over every of the messages.
Right here’s an instance from the homepage:

A deeper screenshot of the JUMiNGO homepage showing how hovering over a benefit opens a window with extra content.

Outcome: Transactions elevated by 8%

The location-wide advantages bar answered key customer objections early and backed the assertions up with information. Through the take a look at, we noticed an 8% improve in transactions.

As we are saying on web page 197 of our Amazon #1 best-selling guide that you would be able to get for FREE, successful web sites are “powerhouses of credibility and proof.”

What subsequent?

As normal, we added this take a look at to our Wins Database after which seemed for alternatives to use its classes to different purchasers.

If you would like us to develop your earnings—rapidly and effectively—verify in the event you qualify for a free one-on-one technique session with one in all our CRO consultants.

We’ll solely work with you if we consider we are able to get wonderful outcomes collectively. Our success has come totally from optimistic phrase of mouth, and we plan to maintain it that method.

Due to JUMiNGO for letting us share these insights (and for being such an incredible crew to work with).

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