5 Website Tests eCommerce Marketers Should Run

Hey Ad Monster Slayers.

Hope you find this one useful.

A short-form ad copywriting glow-up, a mental model to help your write better headlines, and a deep-dive on website optimization myths vs. truth (based on scientific research).

Let’s get into it.

Ad Monster 101: Remove Friction From Your Headlines

Remove friction from your headlines. You think you’re being smart: “A gymnasium for the mind”. Except, most people equate the gym to struggle. And effort.

This is the classical objection type, Perceived Difficulty. You’re supposed to use headlines to overcome it, not to increase the perception of it. Instead, “Brain gains without the strain”. Catchy, yes. Does it frame the USP in a more palatable way? Perhaps.

Steal this formula: 

{benefit} without the {undesirable by-product of benefit}.

Framing

Present your product in a context that highlights its unique value proposition.

Imagine you have two toy cars. They're both the same car, but one is in a plain box, and the other is in a shiny, colorful box with a big picture of the car on it.

Which box makes the car look more exciting and fun to play with? Probably the shiny, colorful one, right? That's because the way the car is presented - in the fancy box - makes it seem more special and interesting.

Now, think about when your mom or dad tells you to eat your vegetables. They might say, "Eat your carrots, they're good for you!" or they might say, "These carrots will help you grow big and strong like a superhero!"

Which way of talking about the carrots makes them sound more yummy and exciting to eat? Probably the one about being a superhero, right? That's because the way your parents talk about the carrots - or the way they "frame" them - makes a difference in how you think about them.

The 7 Types of Framing:

1. Positive Framing: Focusing on the positive aspects or benefits. Emphasizes potential gains. Example: "Invest in your future with our comprehensive retirement plans."

2. Negative Framing: Highlights the potential drawbacks, risks, or losses associated with a situation. Example: "Don't miss out on this limited-time offer before it's gone forever!"

3. Emotional Framing: Appealing to people's emotions, such as fear, happiness, or a sense of belonging. Example: "Join the millions of happy customers who have found joy with our product."

4. Data Framing: Using statistics, numbers, or data to support a particular perspective or argument. Example: "9 out of 10 dentists recommend our toothpaste for healthier, whiter teeth."

5. Storytelling Framing: Uses narratives or anecdotes to present information in a more relatable and engaging way. Example: "When Sarah started using our fitness app, she never imagined she'd be running marathons a year later. Start your success story today."

6. Value Framing: Presenting information in the context of values that are important to the target audience, such as freedom, security, or tradition. Example: "Our eco-friendly products help you protect the planet for generations to come."

7. Contrast Framing: Comparing two or more options to influence the perception of the desired choice. Example: "While other brands use harsh chemicals, we only use natural, gentle ingredients."

Steal these formulas:

1. The Positive Gain Formula: "Upgrade your {aspect of life} with our {product} and experience {benefit}." 

   • Example: "Upgrade your mornings with our premium coffee and experience a brighter, more energized day."

2. The Fear of Missing Out (FOMO) Formula: "Don't be the last to {experience desired outcome}. {Action} now before it's too late!" 

   • Example: "Don't be the last to discover the secret to flawless skin. Order our revolutionary serum now before it's too late!"

3. The Emotional Connection Formula: "{Product} – because you deserve {emotional benefit}." 

   • Example: "Our spa treatments – because you deserve to feel pampered, relaxed, and loved."

4. The Data-Driven Advantage Formula: "{Percentage} of {target audience} have already {achieved desired outcome} with {product/service}." 

   • Example: "85% of top athletes have already improved their performance with our cutting-edge training program."

5. The Value Alignment Formula: "At {company}, we believe in {value}. That's why our {product} is designed to {value-aligned benefit}." 

   • Example: "At EcoClean, we believe in a greener future. That's why our cleaning products are designed to be effective and environmentally friendly."

We're always looking for ways to drive better eCommerce website performance. But with so many variables to test, it can be tough to know where to start.

Here are 6 essential website-wide tests to run, backed by top business school research.

Test #1: 3 Key Benefits Messaging

Insight:

Highlighting 3 key benefits is more persuasive than 2 or 4+ benefits. 3 claims were 10.4% more convincing than 4 claims.

3 is the minimum number where people identify a pattern. Once people spot a persuasion pattern, they use it to decide. Skepticism kicks in beyond 3 claims.

Source: Shu, S.B. and Carlson, K.A. (2014). When three charms but four alarms: Identifying the optimal number of claims in persuasion settings. Journal of Marketing.

Action: 

1. Brainstorm your product’s top 5-6 benefits. 

2. Survey customers on which benefits matter most.

3. Select the top 3 and communicate them concisely sitewide. 

4. A/B test different benefit trios. Track conversion rates.

Test #2: Social Proof Framing 

Insight:

Showing the number of past purchases or views of a product increases purchase intent by up to 58%. 

People rely on popularity signals to judge quality. Highly viewed and purchased products are seen as proven, reducing risk.

Source: Das, G., Spence, M.T. and Agarwal, J. (2021). Social selling cues: The dynamics of posting numbers viewed and bought on customers' purchase intentions. International Journal of Research in Marketing.

Action: 

1. Add social proof messaging sitewide (e.g. "20 bought today").

2. Test different time frames (e.g. today vs this week).

3. As sales increase, switch from views to sales numbers.

4. Track impact on homepage and product page conversions.

Test #3: Cost Transparency

Insight:

Revealing itemized costs increases trust and sales, even with high margins. Wallet sales rose 22% when product costs were shown.

Transparency signals confidence and fairness, humanizing the brand. People expect you to make a profit if you provide value.  

Source: Mohan, B., Buell, R.W. and John, L.K. (2020). Lifting the veil: The benefits of cost transparency. Marketing Science.

Action: 

1. Calculate typical product cost breakdown (e.g. materials, labor).

2. Display costs sitewide, even category pages (average product category costs are fine).

3. Justify prices to inoculate against exploitation perceptions.

4. Test impact on conversion rates and average order values.

Test #4: Small Business Framing

Insight:

For low-tech products, small company size increases quality perceptions. For high-tech, the inverse is true. 

People presume workers at smaller firms are more passionate, boosting quality. For high-tech, company resources (R&D) matter more.

Source: Woolley, K., Kupor, D. and Liu, P.J. (2022). Does company size shape product quality inferences? Journal of Marketing Research.

Action:

1. If small and not high-tech, highlight your size sitewide. 

2. Emphasize employee passion via profiles, quotes, videos.

3. If high-tech, stress R&D spend to offset size perceptions.

4. Measure impact on quality scores and conversion rates.

Test #5: Automatic Loyalty Enrollment

Insight:

Auto-enrolling all customers in a loyalty program boosts lifetime value 29.5%. Tiered rewards aren't needed.

Auto-enrollment creates an endowed progress effect. Earning points feels rewarding. Simple flat rewards are motivating enough.

Source: Gopalakrishnan, A., Jiang, Z., Nevskaya, Y. and Thomadsen, R. (2021). Can non-tiered customer loyalty programs be profitable? Marketing Science.

Action:

1. Give loyalty points for each purchase (e.g. 5 points per $1).

2. Auto-enroll customers upon first purchase.  

3. Offer rewards at key point thresholds (e.g. $10 off per 500 pts). 

4. Test points earn rate and rewards. Track retention and CLV.

Putting It All Together

The key is to prioritize your tests based on potential impact, run controlled experiments, and rigorously measure results. By systematically implementing winning tests sitewide, you can drive major profit improvements.

Cheers,

Elton