Overview Leveraging Ratings and Reviews content effectively can have an enormous impact on sales. A leading apparel retailer used “Customer Favorites” as a new merchandising category for top-rated products. Within select top level product categories, Customer Favorites were promoted on the category home page. The Customer Favorites section saw excellent results in session conversion, average order value, bounce rate, sales per unique visitor, and time on page. Advertising Customer Favorites categories through e-mail campaigns also drove awareness and performance of the new product sub-category. Results Customer Favorites Category Performance The Customer Favorites categories performed much higher on average than the top level categories in which they reside. Compared to the category average Average Order Value was 14.5% higher Session Conversion was 29.92% higher Sales per Unique Visitor was 32.88% higher Time on Page was 29.66% higher Bounce Rate was 60.29% lower Customer Favorite categories promoted by e-mail campaign performed even better Select Customer Favorites categories were promoted through e-mail campaigns. An additional increase in performance was seen for these categories vs.versus the other Customer Favorites categories not highlighted. Compared to the category average Average Order Value was 24.54% higher Session Conversion was 55.62% higher Sales per Unique Visitor was 21.15% higher Time on Page was 45.86% higher Bounce Rate was 83.06% lower Conclusion This leading apparel retailer leveraged authentic customer Ratings and Reviews as a merchandising tool to drive conversion, lower bounce rate, increase average order value, increase sales per unique visitor, and increase time on page. Based on this study, it is highly recommended to have a Customer Favorites or Top Rated section on the site. Furthermore, advertising this section through e-mail campaigns can help drive increased results. Follow

Topic: Site Headlines Tested — How optimizing your headlines can improve your website’s conversion rate by 73% or more.We recently released the audio recording of our clinic on this topic. You can listen to a recording of this clinic here: Headline Testing In the world of direct mail it is well known that a minor change in a headline can have a significant impact on response rates. But what about the web? What kind of impact can a headline have on page conversion rates? To get a significant difference in results, do you have to write completely different headlines? Or can a small change to a headline make a disproportionate difference? And are there any rules or guidelines to follow when writing different headlines to test? To find answers to these questions we ran a number of tests with different research partners and have discovered some surprising insights. Case #1: Testing Headlines in a Multivariate Environment Our first test measured the effectiveness of six headlines in a multivariate campaign for an online dental site. Here were the actual headlines used: (Control) Dental Plans for $8.33 a month. Acceptance Guaranteed. Over 55,000 Dental Care Providers. Acceptance Guaranteed. Dental Care Coverage. Best Price Guaranteed. Low Cost Dental Care for the Uninsured. Best Price Dental Care – Without Insurance. Although other page elements were also optimized, the following table shows the isolated impact of the six headlines. Note that this is an ongoing test, and these are preliminary numbers: Landing Page Headline: Impact on Conversion Rate Headline Impact on Overall Conversion Headline 1 -5.68% Headline 2 72.76% Headline 3 26.41% Headline 4 -68.43% Headline 5 -20.44% Headline 6 -5.11% What You Need To UNDERSTAND: Headline 2 increased the conversion rate of the page by 72.76%. The other headlines were markedly less successful. This was the most effective headline: “Dental Plans for $8.33 a month. Acceptance Guaranteed.” For this site, the low price of the service proved to be an extremely effective selling point. By placing that information in the headline, conversion jumped more than 70%. The “guarantee” perhaps also contributed to the increase in conversion, but headlines 3 and 4, which also mentioned a guarantee, did not perform as Follow