Variant #2: Focus on trusted seller authenticity.
What can we learn from this test?
Let’s have another look at the creatives side-by-side:
Variant #1: Price Guarantee
Variant #2: Authorized Dealer Badge
As always, bring it back to the customer’s mindset when deciding to purchase.
In this case, a potential objection is the authenticity of the watches. The trusted seller badge is proven here to effectively reduce the anxiety around making a purchase.
Remember the conversion formula: C = M + V + I – F – A
C = Probability of Conversion
M = Motivation of the user (i.e. how much does the user care about the removing the problem or achieving the result)
V = Value presented by the offer (i.e. how appealing, exclusive, credible and clear is the Value Proposition)
I = Incentives to take action (i.e. bonuses, limited time savings, etc.)
F = Friction (i.e. giving out personal information, committing to time, spending money)
A = Anxiety (i.e. lack of trust or security)
Conversion = User Motivation + Value Proposition + Incentives – Friction – Anxiety
This split-test validates the need to reduce anxiety.
Result of this simple change: 107% increase in sales!
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