IRWD Wrap Up: Who Got it Right? – Wildcard Friday

By Nik

httpvhd://www.youtube.com/watch?v=mDfzm2EPDNc

Last night a few of the Exclusive Concepts team members and myself returned from a wonderful conference in Orlando, Florida – the Internet Retailer Web Design and Usability conference 2011 – or IRWD 2011 for short. It was fantastic! In this snapshot you can see an image of our comfy mock-office booth where we sat with countless business owners to discuss how we can help them grow.

Well – at the conference, we had a little kiosk where we asked a question – if you had the correct answer, you’d qualify for an iPod Touch.

The question compared two variations of a product details page. Here’s variation one. You’ll notice it has a lef-navigation pointing to categories and sub-categories.

In variation 2, the left navigation was removed and is not distracting the user.

We ran this test for a particular client who uses us for conversion testing through our Conversion Booster service. We theorized that removing the left navigation would indeed increase conversion rates for this client. A deep-dive into some helpful data supported the theory. When the client approved over-coming this issue, we tested variation 1 against variation 2 for a random split of the traffic.

There were several opinions on how this would turn out. Those “for” said it would be less distracting. Those against refused to believe that taking away shopping options would net a positive gain. Others believed that it really didn’t matter.

When every person in a room can argue reasons for and against a particular change to a site, a test is born.

There were several opinions on how this would turn out. Those “for” said it would be less distracting. Those against refused to believe that taking away shopping options would net a positive gain. Others believed that it really didn’t matter.

When every person in a room can argue reasons for and against a particular change to a site, a test is born.

At that rate, you could afford that new Bentley Continental GTC Supersports ($280k) you’ve had your eye on… easily.

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