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Is this a question often asked by online marketers? When it comes to website optimisation is the footer something you usually consider? Well if it’s not, it probably should be; because how you use your website footer can have a major impact on conversion rates.
As part of a full conversion rate optimisation and UX-Driven MVT strategy, we conducted an A/B test for one of our clients, Radley+Co (the luxury hand bag people). It was a simple test, measuring how conversion and revenue would be affected by introducing a mega-footer containing the product list broken down into categories. Once our UX Designers had created the new version we used the Optimizely testing tool to implement this A/B test across every page of the website. We tested a smaller footer only featuring a simple one line navigation menu against a larger mega-footer. Both options included search bar, social links and logos to represent how payment is accepted:
The test came about following our quarterly ‘what to test’ workshops with the client where we discuss latest insights from recent tests, usability findings, analytics, competitor reviews and ideas from the clients’ internal teams.
For such a simple test, the results were pretty impressive. The winning version resulted in a 23.77% uplift in sales conversion and a 15.99% uplift in revenue per visitor.
I won’t ruin the results for you, so click here, where you can view both versions and have a go at guessing which version generated the uplift.
Thanks to Chris Gibbins for sharing his advice and opinions in this post. Chris is Head of User Experience at RedEye, and has extensive hands-on experience in usability testing, user experience research, eye tracking, information architecture and user-centred design; plus, a background in web development, animation, illustration and art. Chris joined RedEye’s specialist usability division, optimum.web, in 2007. Over the last few years he has played a vital role in the development and implementation of RedEye’s conversion rate optimisation strategy combining usability, analytics and AB/multivariate testing. You can connect on LinkedIn.
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This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.
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