• Joe Preston

    Surely the designers liked option 3 – that’s the steampunk one.

  • http://conversionscientist.com Brian Massey

    Listen to the audio version of Product Page Roulette: http://conversci.com/5et5

  • http://conversionscientist.com Brian Massey

    Yes indeed. Should be fixed shortly.

  • http://www.websiteoptimizers.com/ Tom Bowen

    Glad you’re encouraging Revenue Per Visitor over things like plain old conversion rate, but not totally discounting conversion rate (still an important metric, just not AS important in my book). And what’s the deal with expiring credits? I agree with you there. They got our money. Why do they care if we use them now or later? UserTesting.com is the same way–the only negative thing I know of with them.

    Good article as usual Brian.

  • http://www.altaresources.com/ Cory Grassell

    Great article. And now for my pet peeve, relative to your “Pricing and Relative Pricing” point: I hate when e-retailers slash their prices but include “View Price in Cart.” This is tedious and means I have to click “Add to Cart,” just to see what the pricing is. More often than not, I remove the item from my cart anyway because I was just curious about the price. Still too often, I leave the site because I don’t want to have to “work” for pricing.

  • http://conversionscientist.com Brian Massey

    Revenue per Visitor (and revenue per click and revenue per recipient) are hard to calculate, so too many marketers punt on these metrics. There’s just too much evidence that CR and CTR aren’t good predictors of success. As marketers become more analytics-savvy, this will change. (http://marketingland.com/marketing-power-processes-tracking-email-to-the-dollars-64604) Until then, hire a scientist.

    The expiring credits seem to be an industry starndard. AttentionWizard (http://attentionwizard.com), a Feng-GUI competitor also has expiring credits. It’s not milk.

  • http://conversionscientist.com Brian Massey

    Psychologically speaking, the view-in-cart action may increase purchase rates. It’s a clear way to move forward for the visitor and may count as a win in their lizard brain. Clearly not for you.

    The call to action text can make all the difference. “View price in cart” is different from “Add to Cart”. Both result in the same outcome, but viewing a price is a lower level of commitment than adding a product to the cart for purchase. Lower commitment may lead to higher abandonment rates. I wouldn’t know which to bet on, but I’d love to test this.

    Can you recall any specific URLs that use this technique?