Drove 240% Revenue Growth to $1.4M with a Simple CRO Tweak: Free Resizing Case Study
Discover how I transformed overlooked policy messaging into a powerful sales driver.
By repositioning the free ring resizing policy above the fold, we reduced customer hesitation, increasing the number of purchases by 174%
Leveraging qualitative insights from heatmaps and click maps, this strategic update directly addressed customer concerns, turning a passive feature into a compelling value proposition
- Industry Jewelry and Ornaments
- Service Type CRO Experimentation
Clarity heat maps revealed that critical product page dropdowns, including the free ring resizing policy, were largely ignored by visitors. The click map showed minimal activity around these dropdowns, indicating a lack of engagement with the information.
Similar to the resizing policy, the free shipping and ring insurance policies were also buried in dropdowns on product pages, as evidenced by clarity heatmaps and empty click maps. Given the price points of these jewelry products, these unnoticed policies were going to be critical for reassuring customers. Despite their importance, they were not being noticed by product page visitors
Since the information wasn’t getting seen, its sales-enhancing effect was also not influencing the purchase decisions of product page visitors.
Our hypothesis was that if this information was more visible, it would increase the sales performance of ready to ship products (a suit of products that did not require gem stone or ring sizing customizations)
Here is what the resizing, shipping and insurance policy stated across all product pages
Reasoning: For wedding and engagement rings, the worst thing that can happen is for the item to not fit the finger of the recipient. Most times the person making the purchase is not the one who is going to use the ring.
This means that apart from price, size uncertainty is a significant consideration that could be contributing to the time to purchase.
Task
In the resulting experiment, we aimed to embed this info above the fold so that it could get seen at the time when products are being considered
To address this, we aimed to make the risk-reversal messaging and policy more visible by embedding the information above the fold on product pages.
This adjustment sought to mitigate insurance, shipping and size-related uncertainty for wedding and engagement rings, a common barrier to purchase due to fear of misfitting.
Actions
The free resizing, shipping and ring insurance policies were prominently displayed above the fold across all product pages. The message was crafted to directly address customer concerns, emphasizing that resizing was free, shipping was free and that the costly rings were insured
The adjustment was implemented while ensuring that the design remained consistent with the overall product page layout.
Result
Over the past 12 months, these experiments have demonstrated a measurable impact in keeping revenue, purchases and product-to-cart-page progression on a steady incline
- Product purchases increased by 174.28%, as users engaged more with the visible resizing policy message.
- Product-to-Cart Page progression improved by 221.72%
- Revenue on ready-to-ship jewelry products improved by 240%, validating the hypothesis that making the resizing policy prominent would positively influence buyer decisions.