These CRO Tests Win 90% Of The Time. Go Do Them Right Now.

Dave Deeteran is my favorite new follow on DTC Twitter and that is because he has the coolest content I've seen for a long time because it is so actionable and so clear. Dave is running a CRO agency and basically what Dave does is he posts Winning and losing CRO tests and talks about what the test was how you can do it too and why you think it's working And that's really it and the result is just really really helpful super actionable content to help you think about what users are doing and Thinking when they get to your website and how to convert more traffic Dave runs a CRO agency called Central Labs and right now We're going to take some time doing exactly that same thing literally all we're going to do for the next little while is Dave is going to pull up Intelligent results and show us here's the test that we ran here's the cell that won Here's what happened go and do likewise go run this test on your site etc It's going to be really really cool. It's not delay it. Let's go do it with Dave Deeteran from Central Labs Hey, Dave. I'm so excited about this episode really really excited I think this is something we could do often Because you are constantly posting the coolest stuff Where it is just it is just like these fascinating and sometimes counterintuitive CRO tests That are so interesting how you doing man. Thanks for doing this I'm doing amazing. No, thank you, man. Thank you for taking the time. Thank you for the invite. I'm doing amazing man Good good. Okay. All right. Let's just get right into it I'm giving you the steering wheel and this conversation what I want to do is I want you to show me And talk through a CRO test as much as you can without showing the website and just kind of explain it and just go ahead and screen share If you're if you're listening to this and not watching it We're still going to talk through with the test was you should be able to follow along. Okay, but hopefully you're watching And and you can see some of the results so so let's start Dave go for it tell us tell us what the test was and what cell one This is this is by far my favorite one like this is a test that I All right, you do I think a hundred percent of the time and it has a 92 95 percent Winrig like I see this one barely fail and it's basically a best cellabatch above the product title A lot of brands do a best cellabatch on the product image on the top left top right or whatever and they just call it a good day And I was like I was testing it over and over again I saw loose more often and more often. I was like but it has to be a way where you can make it better So like I just tested adding them above an actual product title Hmm, and I also didn't stop there like what I do with these tests is like I have like a best cellabatch And then literally right next to it. I have like another batch that says number one choice for cleanersitions or like for Um, you know when it's I would go up four paths. I call it like I go into a path angle So like always make sure that it's not just a best cellabatch But it's a best cellabatch that like reinforces some sort of like expertise or like expert status So that it like not only shows us the best cellabits also supported by experts And it's literally the first thing you will see when you land on the PDP because it's right up off by that product title Okay, so let's let's do this. So I do you have any examples of this live that you can show First I'll tell people that it's okay. We can I have an idea for how we can solve this okay Um, it's but so okay, so so first of all tell people who are listening what is the result difference? By adding this it looks like what I see from the from the intelligence result here and just For those looking at the screen share. This is intelligence. This is the um This is the uh The split test results. Can we see the sample size on this test? Uh, yeah, it's like a hundred and forty thousand physics was only three and a half thousand. Yeah, great We're on the test in intelligence um, looks like this this particular brand didn't have their cogs data in there Huge mistake. No intelligence. Let's you put your pocket in there. Come on But it's okay. You're seeing conversion rate up revenue up revision or up A bit out of need discounting or anything. So it should should correlate to profit nicely But a six percent conversion rate lift which is really meaningful Yeah, on a really good sample size by doing this. Okay, so so um And you said this has a 95 percent success rate. This is one of those ones. Yeah, you feel comfortable saying go do this on your store Even if you can't test it just oh yeah For sure like this is a literally the first test I do whenever we onboard a brand and they don't have the best celibate This is the first one I do all the fun Okay, so here's what I'm gonna do I'm gonna take over the screen share. This is my friends. She's birdie I don't mind um, I don't mind showing this because this is a client That's been public about working with us for a while. I'm actually gonna see these guys later today They're doing awesome still here's the pdp for the birdie 3.0. Okay? Tell me tell me how you would implement this test. What would you do on this page? I would do it above the reviews Like they're like that reviews counter on top like 5,215 reviews right above that Like it sounds super counter intuitive most brands like think like I need to do it above my product title and in between there No, like you want to be like you want to make it the top Like top section on the product page Yeah, okay, so let's look at it on mobile here. So right here right above the birdie 3.0 above the reviews Whoops, yeah, you would say Put a thing and what would you put there? What would it say? Like on the left that would just have like a badge with like a I would make a blue black background for this case like I like I always want to make the best seller badge a background That fits the branding of the brand So I would have on the left I would say best seller with a blue black background and then right next to it I would have like the same badge, but then with a white background with a like blue outline or like a white line black outline And that says like number one choice for and then something that fits this industry I think this is like for like outside security So would like something in that angle for example Hey, now's a good time for me to tell you to subscribe wherever you're watching listening to this show Dave's gonna come back in the future if you like this content You're not gonna miss future episodes with him so actionable. I am taking the transcript from this I'm gonna be implementing it with my clients. You should do the same thing with your business or your clients So subscribe don't miss future episodes So so this is like right now like one of the big things we're doing there for this brand is is it's a personal safety alarm for women Basically, right? Yeah, it makes a really loud noise of a woman feels like she's in trouble in some way Right now we're recording this in August. We're doing a lot of back-to-school messaging in a way that's sort of obvious Okay, so um, so right now you might say number one choice for um for college women or something like that, right? So just like something like that and actually what that is something I love to do on PDPs is call out the customer Around the product title um and and a simple one. Okay. I love it best seller badge of some kind and then call out the customer Above the reviews above everything else right there just make it really really clear. You got a 6% lift there You regularly see this win go do it everybody go do it. Okay, go just go go make that happen Obviously set up your intelligence test intelligence sponsor this episode But this is not a sponsored episode per se we just have been working with intelligence and using intelligence for a while Um, and so it goes set it up an intelligence test it for yourself, but uh or just go implement it. Okay. That's why I'm going to do with my brands I'm just gonna tell them to implement it honestly. All right. Yeah. Okay. Let's go number two. What's our next one Dave? We got number two This is gonna be a fun one Okay, this is also like this is one. Let me see where is it in my list um, this one Shipping info below you're at a card button if you're not doing this obviously this is a smaller sample size This is just the most recent image I'm doing a half results here Yeah, just like uh, yeah, thanks great Okay, awesome. So so the shipping info is below what you said below the add the card That's a card button. Yeah Okay, it doesn't just stop there like I would I would have like on the left is that ships by and then if you ship tomorrow You can play with like ships by tomorrow or ships by and then the date of tomorrow There's like a huge difference in that as well, but that's really brand specific Um, obviously you want to make it realistic. I never do Delivered by I always do ships by because it's a little bit more safe to say when it ships out Delivery can has too many factors like you you don't have anything everything in control And then on the right I always like to like give some clarity about the shipping if it's for example if a brand has paid shipping I always say fast country code shipping. So for example fast U.S. shipping when the customers from the U.S And if they have free shipping, I just say free U.S. shipping not a fan of free shipping But like that's how we how we counter those like depending on the brand And we always make sure that we show the flag of the actual country that the customer is visiting from And the country code of the country with a customer's visiting from so it's more localized as well Really interesting Okay, this is one of the things I think about both like this test is it's one of those things where the the customer in their ordering process Has questions about their experience and they're never going to tell you that they have those questions Like you just have to intuit this is what the question's thinking so or the customer's thinking so So they're never going to tell you I'm wondering when it's going to ship by but they actually are all wondering It's like when am I going to get it compared to compared to whatever else And I'm I'm one of the I'm one of these people that doesn't Care that much a lot of times about shipping timelines if I do I buy it on Amazon And so it's hard for me to relate to this customer But I was one of these I've realized in the commerce for a long time is that people really really are concerned About like wait when is it going to ship when is it going to when is it going to arrive all of those kind of things And so it's a big it's a big question So this test shows an 11% conversion rate lift 13% increase in revenue per visitor 12 and a half percent increase in profit per visitor Because this client has done the right thing here and and put their cogs data into intel gem so they can take the level of profit Which is good And then yeah small small average order value bump that's probably within the margin of error there, but Yeah, okay, so let's let's go back to this birdy pdp and let's just talk about are they doing this right or not so that we can help people kind of see I have to go you have really quickly because it's really interesting that you said that you don't care about shipping times. I'm the complete opposite. When I order something, I'm tracking every single hour of the day if I receive a confirmation email. If there's an update about it, whatever. So like, I'm the person that like I get very eager when I buy something. Like when I buy something, I want it immediately. So for me, I need to know when it arrives or when it ships so that I know that I'm getting it soon because otherwise I go crazy. So like this, I wonder if that's probably so well as well. Yeah, I wonder if that's why you had the instinct to even do this test in the first place because I know from working in the commerce for a while, there's a lot of people like you like just from seeing customer service tickets and stuff like that. There's a lot of people really, really care. They don't get a if they don't get a tracking on their on their product. They're very concerned about it, you know, that kind of thing. Yeah. Okay. So so here's the other cart still on the birdie pitch. So right here, they have free shipping on two or more quantity, 30 money back guarantee, but they don't have when it ships by. So show me again, where you would put this message and what you would put. I would play around with this one in particular. I would eat like I would either do it directly on the need to eat at a card or below the pay over time. So it's more cohesive with the 30 day money back section. So it's like basically one pure block. We have like a payment block and I'm okay. So you might put it, you might put it here like above this basically. Yes. Right. Yeah. You're saying above the 30 day money back guarantee section, sort of in a block. Or you might literally just put it above above this pay over time, or over $35 with shop pay. So you might have it right here. And let's say again, what you would put here. So right now it's 918 AM on August 26 as we're as we're recording at least in California, not where you are in Germany. In Germany is later. But okay. So if you're ordering in the US at 918 AM on August 26. What would you what would you have it say here? I would probably say on the left, it's I would say ships by 27 of August. So like 27 comma August. Like just like as short as possible as we can have it. And then probably on the right, if they have paid shipping, I would just say fast US shipping. Because like we already say it ships by tomorrow and like people that pay for shipping care that it's fast. People that like don't want to pay for shipping. It's free shipping, they give it it's free. Like there's a big distinction between those. Interesting. Interesting. Okay. And it would probably go right there. And you can see a really big up up there. Yeah. It's just like essentially it's just product info, I think in a lot of ways. So basically yet. Yeah. I love it. Anything else? Is that another one that you see consistently work? Oh, yeah. This is one that I'll always do. Like this is probably also like up at like the 85 to 90% rate across the board. Like this never fails me. I mean, there's this thing about this where like you should test these things. But one of the things I love about your content, I've actually, I'll just tell you, I've been I have a note to myself to go through your feed and to and to save all of these things and to create like an SOP of like when we get a new brand. Just like make these five changes because even if one of them actually is a loser, then the net result is very likely to be a net win. And it's like don't even run the CROs us if you don't do CROs and agency. But yeah, speaking of really fast, just because people are listening and watching. If they want you to implement these tests, Dave, where should they, who should they reach out to? What should they do? They just could like reach out to me on Twitter, book a call if you'd a website, whatever is easiest for them. But like Twitter is usually the best best route. Okay, great. Because that's at Dave Deeter and the link for that is in the show notes. Reach out to Dave to run these tests for you. I just set up another client with my friends at more staffing. They needed to fill a particular position internally at their business. And the client reached out to me and said, who's that staffing agency? Again, I told them more staffing is who I have hired with repeatedly across my agency businesses who I'm telling friends to go hire all the time at the level of all kinds of different e-commerce positions. More staffing connects you to an incredible talent in the Philippines so that your money can go really far to attracting the best talent. That's really the basic premise of what is great about it. Because there's lots of really talented people in the Philippines, country of 80 million plus people, maybe 90 million, where there are just talented people with deep e-commerce resumes, huge portions of them are very used to working overseas, grow up speaking English. They understand their remote work world. And therefore, you can get incredible talent because the price of that talent in the Philippines is just much lower than it is in the US. So a great wage in the Philippines is much lower than it is somewhere in the US. That means you can attract talent at the top of talent pools. And because more staffing was founded and built out of US-based e-commerce businesses, they really particularly understand the needs of e-commerce brands. They understand every part of that business from finance and operations to marketing, design, all that kind of stuff, everything in between customer service, etc. Just an absolute no-brainer. Go to morestaffing.co/af, get some resumes. They'll even give you a one year guarantee. So if you hire with more staffing and that employee doesn't work out for a full year, they'll replace that person for free. Go get some resumes, see what you get back. They'll help you through the entire process, including the recruiting process, onboarding, training coaching, everything about it. They're really hands-on. Really awesome. Again, I've hired tons at this point of people from more staffing over time. I'm going to keep doing it. You should do morestaffing.co/af. Okay, let's keep going. What's the next one? I mean, I have to say I'm so lucky that I have clients that even let me do this because the next one is increasing font sizes. This is probably one of the most talked about topics. It's font sizes, colors of CTAs, those type of things. But the funny thing is when it comes to font sizes, and I'm pulling it up right now here, is when you have an older demographic, I see increasing font sizes by two pixels, four pixels. Obviously, as big as you can get without breaking screen real estate online, especially in mobile, it always increases performance. We literally did this for another brand this week as well, and it killed it there as well. This is one of those tests that I've basically also 85% plus win rate across the board. I wonder if you could. Yeah, I wonder how much you need to think about older audiences here versus not is one of the things I'm thinking. Again, you're showing a 5% conversion rate increase, 6.5% revenue per visit increase, and yeah, just by making the font 5% bigger, you said again, this is 1,600 over 57,000 visitors, so really good sample size. While we're doing this, so yeah, that's just make the font size bigger because people have a hard time reading small fonts. Yeah, yeah. You think doubling down on this right now, we're also making sure that images get bigger, like all these type of things. For older audiences, they always increase font sizes on their iPhones by default, because they'll just naturally have a worse eyesight than younger people, than me. So when I walked, I always like what I like to do is every evening, I walk by the river where I live, and there's always old people sitting on the phones next to the river, like scrolling Instagram and scrolling the phones and all that stuff. It's a very bad but funny habit that I have. It's like, I'm like, what content are they consuming while they're sitting there? How big is the font size on their phone? And that's where I actually get ideas from, like that's where I found out, like that like AI videos, for example, they literally like all people don't give a shit, like they literally watch AI videos of like Chinese children talking with a grandpa on like an AI-generated Instagram post and they literally get glued to the screen. So like that's where I actually get like most of my testing ideas for all the audiences from is just like looking at their phones and what it looks like or what they're looking at. I love that. That's so funny. That just like literally just spying on old people at the river to get your test. That's amazing. Okay, that's awesome. That's a really simple one. I don't think we need to show the birdie sight there to do this. Actually, they have a decent size font, I think compared to a lot, but yeah, make sure I'm viewing it correctly. Have you ever tried to like dynamically age generate this or anything like that? Not yet. It's something I'm definitely playing around with. Like obviously, I'm a developer at heart, so like I'm always trying to like play around with these things. Yeah, because you could, I mean, that information exists for meta ads, so it'd be interesting to think about like sort of a dynamic way to change this relative to the audience size, although maybe it would work for everybody. I don't know. The other question I have is, have you tried this kind of font size type thinking for the carousel? Like I'm looking right now as you're talking again for a birdie example here at this and thinking like this, like the font, this copy probably could get a little bit bigger, but yeah, but like this looks like unreadable to me if I'm a bigger font size. Have you played with the carousel font size type size? It's actually funny that you say that because I literally just had a call with a client earlier today and I'm like, dude, your like images are so tiny, they're like unreadable for an older audience. So like what we're literally launched to as a test, it's not increasing the font sizes. It's like making sure that when people land on the page, like there's like this little zoom in icon, like a lot of brands take time out because they're like arts annoying, like you know, like when you press the image, it opens in a bottle and like you can view it there, but like that's literally what we're testing out with all the audiences that so far this science has been pretty solid. I'm not going to lie. It's like that the image opens like a full screen mode because like all the people zoom in and zoom out and like try to like really get in there. So like that's how we're trying trying to counter it that basically making sure that they're like actually I focus on only one thing and that's the image and can actually read it and understand it makes sense makes sense. Okay, awesome. Let's talk about your next one. What do we got next and like we're going to continue to cut topic with older audience right now. It's going to be going very boring. Yeah, this one is well like this is one of our most like recent smaller brands like this is like a smaller landing page as well like last traffic mass impact when it comes to the game in revenue. But like this is also one of the most important thing it's making sure that your ads are congruent to your audience. So like what what this test didn't specific is like this brand has an older audience and when you came to the PDP you only saw people in the 20s and 30s. I was like maybe we should test showing people in their 60s or 50s 60s that like use the product instead of a younger audience. So now step one was this test implementing like changing the pictures on the page next stop we're doing a complete refresh in the product image gallery and making sure that all the people in there are updated with other people. But this was this is one of those tests that I see been over and over again like you want to make sure that your audience feel spoken to from add to website and not just only on the ad from the things because like they're just going to drop off they're not going to feel spoken to. I like this point a lot as a way of thinking about this there's some of the things that we're talking about here are like increasing font size that's like sort of a technical change right it's like a it doesn't really matter it's like the sun element that you're speaking to the old people or whatever but like there's another way of thinking about this which is like messaging congruence and I actually think in some ways your best seller. Your best seller change is one of these where it's it's like especially the call out of the of like the customer who it's for or number one doctor recommended or whatever you know those kinds of things like that stuff is a little bit more than messaging congruence type stuff you know and I think like the notion that you can reinforce on some of these things this basic idea of getting customers to to see themselves in your page I think it's just really really important and really helpful. And you know for us a lot of times we do that with just like landing pages like we've added landing pages as part of our service to where what we're really doing is taking our best performing ads and duplicating them with a new landing pages aimed exactly this you know I did an episode about landing page messaging that was talking about this notion of like congruence very specifically like trying to get met both offer and content congruent to the ad but the idea of doing that on the PDP as well just makes tons of sense to me so yeah I love it. I mean like to add on that it's like Apple uses young people in their like iPhone for example iPhone commercials like when they like bring out new iMacs or new MacBooks like it's a whole different person in those videos like it's either students for the MacBooks or professionals and creatives for the iMacs or the Mac. It's like it's a whole different audience that the target target and that's how they make sure that like an audience actually feel spoken to us well so like every brand does it so like why not you. Yeah yeah that makes a lot of sense yeah okay I love it to go next one my my favorite one shipping pricing like it's my all time favorite i'm not a fan of free shipping not at all okay I think it's like people I feel like if you don't charge for shipping you're to her certain extent you're a little bit scared to charge for shipping because you scared of what it will do to your revenue and you see if you are all these things. Yeah absolutely right yeah but i've seen the complete opposite like i've seen the higher sometimes even the higher the shipping price the higher the conversion rate the higher the revenue like that's what i've seen over and over again so like that's why we don't like. Well we never can see you're showing here a 3.3% conversion rate increase in a 4.7% revenue or visitor increase with a slight lift in AOV can you roll up so we can see the sample size again here on this one scroll up a little. Okay yeah 250 thousand visitors 6600 orders so even though it's not a huge change in value create it or not a huge change in an output here almost 5% revenue visitor is material with AOV going up while charging for shipping so presumably this is margin of creative too right because. Which again this one doesn't show profit for visitors this customer hasn't tied it into tell john which they should do this is a perfect test case of where you should be doing I bet you I bet you the profit per visitor is even better than the revenue per visitor here yeah for sure because because what people people underestimate so much just how much shipping costs are are crushing our margins and so if you could actually. Charge more for shipping and at the same time. Increase your conversion rate that's that's pretty wild so okay so can you talk through what was what is the actual test your what are the two cells of this test yeah so like control group to already charging for shipping so like they were like $2 $3 and I was like let's just add a full dollar like $1.50 on top of that and then just I always like to do like either a dollar increase or 50 cents increase so that we're like literally just like. Trying to increase as much as possible and like if you look at the revenue as well like yes CVR is down with the two more expensive like groups revenue went up with like even one cent because the AOV went up like 40s to as well yeah right if I'm right so yeah by like almost a margin. Almost certainly margin creative to yeah so like yeah this is what I've seen like it's like people like when you charge for shipping when you're already spending money on a product and like obviously the more expensive the product. The more you could charge for shipping because like for example if you buy a MacBook you're spending two and a half K on a MacBook I wouldn't mind spending $20 on shipping just to know that my MacBook will arrive safely and securely right so like that's what this talks about as well like I've seen literally we've had brands were like $7 shipping out performs $4 shipping because the product causes nine the product costs $90 for example so. So I would like don't be afraid essentially what you're saying there is the prices in elastic on the shipping in an interesting way as long as it's relative to the order price so like let's come back to let's come back to my birdie example here as an interesting one of these right so this is a $35 product so you're talking about a lower price item how would you set up this test I mean are they already charging for shipping is my first question there. They are if you only buy one if you only buy one yeah so much charge so my first test here would be for example taking out the shipping free shipping threshold completely just like going from you get free shipping above this threshold to none like non threshold at all and just like charging for shipping regardless that would be my first test for this brand. So they're probably already charging like $2.95 $3.95 something like that would be my like assumption here so like what do we do is like charge $4.49 $4.95 and then $5.95 like that would be like the way I would set it up I always like to do 50 send increase a dollar increase and then a $2 increase to see if we can make that additional bigger jump at the end so that's how we usually set it up for all the brands to be honest. I love that shipping pricing is one of those things that I that I and I think pricing general is this way but shipping pricing in particular something I think people have weirdly strong feelings about without a lot of evidence to back their feelings up and that actually can have material impact on your margin and so that yeah and this is one of those this is one of those cases where like intelligence again it sort of plugged them again as part of its episode is really is not a sponsored episode. This is the tool you're using the ability to test shipping thresholds easily and and how much are charging for shipping and some of that kind of stuff is just like is is is one of those tests brands should be running it's just it just makes a really big difference. So you do a lot of things and it's so easy and it's like yeah this is a big deal so okay great I love that one so are you saying let's say I have a hundred dollar item and I'm charging $5 to ship it right now. Yeah run me that test tell me tell me tell me 100 dollar I would probably do cultural group five and then six seven eight like I like to do one dollar increments because like that would mean if then the for example the eight wins I can go eight nine 10 11 for example so like I don't stop at that like when the highest one wins I keep going until I like hit a roadblock and then I start to do small increments like 50 cents 25 cents like trying to find like how far we can push it because like you said as well like it matters so much to your profitability like shipping pricing for the brands it's not cheap. Like for example for my brand I pay nine dollars to ship out one product so like I lose a ton of money on shipping itself so if I can charge for example $5 for shipping I only pay technically $4 for my shipping. So that's how I look at it with the brands as well I look at how much are you paying once the product price the juke selling and how far could we actually push this and then like don't stop at the first test if the first test fails for like even for example the first test fails try another incrementation like try to go higher, try to go like and like smaller increments, like don't just stop when something doesn't work out. I think that's just like a good idea to keep in the back of like everyone's minds. It's like if something fails, it's not a failure. It's like you're testing an angle that probably didn't hit with your target audience. So try something else to make it work with your target audience. That's what I always like to do as well. I swear to you, this is not a sponsored episode, but it is sponsored by IntelliGems who Dave is using for all of these tests to measure the outcomes of all of them. That's because IntelliGems is the CRO tool of record in the e-commerce space, one of those tools that you just should be using. If you have any part of your business where you're doing this kind of testing, if you want to go implement the tests that we are running on this episode and you should, like this is just like there's money just sitting there for your business, you should go do that. Go get IntelliGems right now, IntelliGems.io. Use the code Ferris20, FARIS20. You get 20% off, your first three months, and start running these tests. They'll just run the tests we did on this episode with IntelliGems so that you can get this info. And don't make a mistake that some of Dave's clients are doing, which is not giving IntelliGems their COGS information because as you can see, you can actually see some of these tests were really matters for things like shipping thresholds and shipping pricing and some of that stuff. You should be able to see the outcome of those tests at the level of profit per visitor. So go and make sure that you are doing that IntelliGems will give you all the information you need to understand these tests well to figure out which tests are really statistically reliable and which ones are not and to tell you how this is affecting your profit, which is the most important thing here. There's a whole bunch of other stuff too, but for the sake of this episode, this is where you should start. IntelliGems.io. Use the code Ferris20, take 20% off your first three months. Awesome tool, go get testing, go make it so that every click on your website is more valuable to your business. Okay, I love it. All right, what are we, what are we on next? Oh, this is also one like 90% win rate across the board. And this is one, I don't see a lot of people doing this. Oh my goodness. Monster performance too. Eight and a half percent conversion rate, 13% revenue per visitor increase, 13% profit per visitor increase, 4% AOV left. You've got 1300 orders on 72,000 visits. So that's like a really big deal. You're dealing with an AOV here of about $66. So okay, what do we, what do we, what do we got here? CTA to show? Oh, I think I saw you first, but this one I'm very excited about that. Okay, let's talk about this. This is this is my favorite. Like this is by far my recent discovery as I like to call it with like the biggest return across the board. It's literally showing your savings percentage in the add to card button. And people like, I remember when I posted this, people were like, Why would you call out your shipping percentage like 10 times on the PDP? Well, apparently because your customer cares about it. Like that's why like if this didn't win, I would have probably tweeted it out anyway. And be like, Hey, listen, like you probably need to reduce like the amount of times you call out your shipping like your savings percentage. But what I do with this test, I literally have the text within the add to card says add to card dash save 50%. For example, literally as simple as that. And that percentage obviously dynamically updates based on the variant like the bundle price and everything that comes in between. But like, it's literally as straightforward as that. I'm even testing right now showing add to cards price and bank savings percentage. But that's not hitting as good as just the savings percentage. Okay, so we have the 33.0 again. This product has an offer on it, which is yeah, buy two get one free basically pick three pay for two. Adding the product paper just two of them. So so right now if I add to card, it's it's pretty normal. Oh, let's see. So where would you show this actually? So on the PDP on the PDP. Okay, so let's go back to the PDP here. Okay, so right here. Yep. If I so what I would have to do is add a second one and then if I do that now at this point with dynamic show like free shipping or something like that, right? It would show and then safe 20% for example. Yeah. Yeah. Okay, got it. So it would show up on the add to card like when you add this amount, you do that now. Now that this is specifically, it's kind of hard for you to visualize this because this is a sort of bundle situation. Yeah. But are you thinking more like let's say I do like a stacked offer. I'm trying to think of brands that have that if I have any of them that have like a bundled kind of stacked offer as part of their deal. And if they do, do you put like if you select the one that has the percentage off like then then then in the add to card, dynamically pops up and shows that. I mean, yeah, so I can visualize this a little bit more. Okay. So just but just anywhere where you're giving people a discount. Yeah. You're just you're just making sure to show that discount in the add to card button so that when the person is hovering over that add to card button, they see I'm going to save 20% right now. Do you show it under the add to card? Like is it like under the words add to card or is it next to it? It's literally next to it. It's next to it on the right. Yeah, it's like just one full sentence basically. Okay, got it. Add to card say I'm saving or you're saving 50% or whatever. Yeah. And like something that we recently discovered as well as like people love pricing clarity. Like a lot like it's like we were just talking about the card like because you asked about the card. Like we literally had a client call up their customers and like ask them like what they should add to their store. And like I asked them to do that. And like the customers literally said like I want to see a price breakdown in my card that basically shows what I should have paid what I'm saving and what I'm paying now. Like people love like and now we've tested that as well. Like I don't have like any accurate data because we're running active tests like on this like for two three weeks on like five different brands. But like the early signs are looking really good with that as well because like literally the customer asks the like the way they refer to is like I want to see it as I see it in a restaurant on their bill. I see like an exact breakdown of like what I'm paying what I should have paid I want I'm saving. So like that's what people like people take in real life experiences and expect that back on the online experiences as well. Like this is one of these things I would have never known that if like I didn't like that customer call their customers. Hmm. Hmm. Really interesting. Really interesting. Clarity in general I think is underrated here like just for every step of what you're doing this. It's your free shipping thrush to free shipping or not your free shipping but you're you're shipping a timeline test. You know where it's like people want to see right next to the cart when is this going to be shipped out when am I going to get it until like clarity to that really helps as somebody just knows when I buy here's what I'm going to get here's what I'm going to get it here's what I'm just going to cost etc over communication like yeah you cannot over communicate when it comes to these things like definitely not I love it all right let's do two more uh Dave you got two more really good ones I've got one more actually lined up and then like we need to get creative but let's see one more is great one more is great I love this one as well this is like a product title test so like another monster performance 1900 orders 49,000 visitors so big sample um 45 dollar AOV here and you've got a 10% conversion lift 12 almost 13% revenue revenue revenue per visit left 2% AOV bump um okay what do we got product title tests very straight forward most people for example when you sell let's say a supplement that helps with sleep because like obviously that's like now very popping on twitter but like let's say you um sell magnesium like people sell like saying the product title they sell like magnesium pills magnesium powder like these type of things but like what I noticed is like if you actually call out the benefit of the product and then the product title after that that is what makes a difference so what do we do for magnesium pills or magnesium powder I would force out let's let's let's let's do this yep you just mentioned on twitter winks um which the operators guys talked about launching uh I've I've got some involvement with this myself so I'll I'll talk more about that at some point but uh perfect but let's let's do let's do it because they've been talking about building in public we should have been using these guys the whole time that would have been fun because they've been talking about that okay so uh so let's so let's let's talk about there so if we go to their their product experience so explain this to me again what do what is this yeah so this is a product title test so I don't know like they have like a guarantee in a product title when you go up a little bit I assume that that's their product title up there right below that refuse let me pull them up myself as well just to double check really quickly yeah that's funny they kind of don't have a title do they because they don't have a product title at all I feel like yeah okay yeah so like most people would just be like wings um let's say it's the is it a powder or is it pills it's a powder it's a powder right yeah so like most people would be like wings sleeping powder something like that as product title but like what I would do then is like get better sleep with the use of wings like powder whatever like the way you would like for like better words interesting so you sort of sort of put the value proposition in the title yes and then after that I still call out the product title like I still do because like where the solution so like I call out the problem like the solution and then that will wear the solution basically um okay great so it's yes Interesting. So get. Uh, Sleep deeper with winks, you know, daily powder or whatever, right? Something like that something like that fall sleep faster with something like that. Okay, great. And then would you also still put best seller, Dr recommended? Probably. Yeah, over that. Yeah, yeah. And then you have all the other things. Okay, awesome. If someone's up to here, there's no shipping information. Definitely would do that. This is an execute there. Would that FQ above the full? Like all these things. Okay, I love this. Um, FAQ above the fold you said. Oh, yeah. Like what I like to do is like do usually I have like at your card button, shipping information, money, back guarantee and then like FAQs and then below that, like some GGC video reviews, like that's the setup that I noticed the best. And then the FAQ, for example, for this would be description, how to use ingredients, like those type of things, like really the things that a customer cares about, but then in a drop down FAQ up off the fold, like ride below the money, back guarantee, shipping information type area. Yeah. Yeah. Um, interesting. Okay. I, uh, I think you, it's interesting to, um, you should think about this whole page now as I'm, as I'm processing this through my new day of lens as we've, as we've been talking. One of the things that this page does, I'm curious what you think about this. Okay. So I like, I like your product title idea a lot. Let's actually do one more. Let's do she's birdie again on your product title one before we move on. Then I have one more question for you. Um, okay. So right now product title, birdie 3.0. Okay. So you would say, like, let's, let's again, personal safety alarm would it be like, stay safe with birdie 3.0 or something like that? Something like that. Yeah. Feel safe for going outside at night with birdie 3.0. Something like that, for example, all in the title. Yeah, I literally had clients to ask me like, dude, are you sure we should go this long? I've literally had product titles 10 words long. And it before extreme you well. So like, it's basically a description title all at one. Yeah. Feel safe on campus with birdie 3.0, something like that. Exactly. Interesting. Okay. Really, really interesting. Um, and that one is another, you said this one is a consistent winner as well. Yeah, yeah. We've done this like, and the, and the every industry, like, you could do this with, like, pain killers that like, if you're solving something with knee pains, move more freely with the use of these knee braces, like, literally that. And it's like, again, it's super wrong, but like, it reinforces because like, it's again, that crune groan see as well. Like, people press on an ad that talks about knee pain. So like, the first thing they see is like, I'm probably also that the ad talks about, like, moving more freely. So like, if you're done, like, move more freely with this knee brace, people like, I guess, like, this actually solves my problem. This is what I'm looking for. Yeah. Really interesting. Okay. I want to ask you a design question. You don't have to have an answer here. And in fact, I want to give you a lot of freedom to say, I can't back that with data. So I'm not going to weigh in. So, so I was up to you. One of the things I think about this wings page, and I thought about this for a while, with a lot of pages like this, is it's sort of, like, there's no traditional PDP, you know, um, it's, it's like, it just takes you down to sort of an offer. Box anchored on the page, et cetera. One of my little theories is that, um, you should almost never do that. That basically, like, uh, people are used to PDPs and you shouldn't break what people are used to. Do you have any perspective on that? Uh, I tell people all the time. Like, I tell people go straight to PDP and have a product title, price, description, yeah, um, and reviews because like, people shop on, like, hundreds of different stores. Like, they go to Nike, Adidas, like, all these big brands, like, they don't, you don't, you don't come in on the landing page that talks about the socks. Like, you look immediately land on the socks PDP. Like, people are so you, it's like going into like a grocery store and like, you have to feel like you're like getting greeted and talked about the ingredients of the day. And you're like, dude, just let me shop. Like, I'm here to shop. I'm not here to, like, have a conversation with you and like, learn more about the store and like, learn about the ingredients above that, just let me walk around and do my thing. So yeah, I agree with you there. Yeah. Well, yeah, I mean, part of it is I'm not even necessarily saying landing page versus not because we've definitely seen some landing pages material in fact, performance. But, but I'm just saying more like, my, one of my theories of PDPs is like, lay it out in a way that people are used to. Like, almost none of the tests that you're saying actually change the comfort I feel with how a PDP is organized. All the information is right where it goes. You mentioned the FAQs being there like, it just, it seems to me that like, that like, basically you should never do anything that breaks convention for shopping. It's like, like, maybe the analogy to what you just said. And it is like, if you went into a grocery store and somebody was like, you know what, we could make this all more efficient if we moved, you know, the milk to this start of the store and the like cheese over here, whatever. When it's like, I kind of know when I walk into almost any grocery store where those things are, are supposed to be. So I'm going to, I know, milk to the back of the store or it's like, hey, they, you know, this store that did something really different like the foods are all hanging up high and you can walk underneath them and it makes it better, you know, whatever. It's like, no, just give me aisles with, you know, whatever. And like, unless, like, it's just purely for the reason, even if it's not the best design, I'm just used to it. And so, and so I know where to get what I'm looking for. And so that's kind of one of my, one of my theories about, like, sort of design on e-commerce sites is like, just don't break convention. Like, make it simpler for people to know what they want and where to get it. Now, you know, I don't know, like, I could, I could say that at the same time, I think, like, you know, you go to grooms or something like that and it's just like, well, it goes to, it goes to exactly this kind of thing, right? A built-in page that's anchored, whatever. So maybe I'm wrong. But, but yeah, it's probably also because, like, their customer knows them really well. All like, they know their customer. Yeah. Right? Like, it's like, when you're selling to like, again, older people, like, they've been doing the same thing for like, 60 years. Like, they go into a grocery store, the, the fruits and vegetables that are immediately up front. If they walk into a grocery store and all of some of the alcohol is up front, they're going to be like, huh? Well, like, I've never experienced that in my life before. So it obviously depends, like, with younger audiences, you can try to break these conventions ever so slightly because they don't have, like, they haven't had, like, quote, unquote, too many years on this planet yet. So like, they're still their routines can be changed. All the people in general, their routines are set in place. It's very hard for them to break them because they've been doing them for years, and they're so used to it. Like, and obviously they're also usually a little bit stubborn. So like, they're not really welcoming to new routines. So like, they really like to stay stick to like, the conventions. But like, once again, it's like, I don't know, like, it's like trying to reinvent a wheel. Yeah, it's like, there's a certain layout that's been working for like 10, 20 years. And why would you try to change it too much? Once again, with younger audiences, yes, they're like, more receivable for that. But like, in general, the normal nine to five working population is so used to schedules and routine are like the same thing over and over again. That like, when they go to a website, they, and they want to shop around, they'd like, just want to go to a PDP. I like, what they used to. Yeah, I like it. I agree with you. Okay, Dave, you, like I said, run central labs, you'd run these tests for people all the time. One of the things I love about the idea of a CRO agency is the kind of thing you've referenced repeatedly in this, which is tests we've done, where we've seen this work 90% of the time. And so we can sort of help you prioritize the right test next instead of just looking at every website differently. I think that's one of the ways that a CRO agency should really be distinguishing itself. So I love that you're doing that. People can go to central labs.com or follow you on X, Dave, Peter N, D-I-E, D-E-R-E-N. But the links for both of those are on the show notes. Go get Dave to help you with CRO stuff. Go follow him. See more tests as they come through. Like I said, my absolute favorite following X right now. Dave, here's what I want to do, man. In a couple of months, come back with your next five really interesting tests, okay? Let's just build a library where we just give people a bunch of content where they can go try this stuff for themselves and what they'll probably do is hire you to do it for them. So, thanks, man. I appreciate your time so much. Thank you so much. I appreciate you as well. All right. If you've watched or listened to my show for a while, you've heard me say that one of the things I'm moving towards is having guests who come back over and over again and having less range of guests. People who I think can speak really clearly and tactically to the things that actually help you sell more products, drive more profit, run your business better. So I've gotten mates have Bogo. I've had, you know, Taylor Holiday comes pretty often. I've got a few things like that. I'm trying to get Olivia Corianne as often as she's able to. She's pretty busy, but we'll see how often we can get her all those things. Well, Dave is one of those guests. As soon as we hung up, I said, please come back and we just scheduled every couple of months. I loved this episode because it was so tactical and practical and what we're going to do going forward with this content is, I'm, Dave's actually going to bring more of the Figma files before and after on some of these tests so you can see them live. There's fun to kind of theorize about what we would do with these brands. There's some anonymity, you know, questions that we can always have, but like it's just really clearly going through tests, theorizing about why they're good or not is, is really interesting to me. And Dave's running his tests all the time. So do go follow up with him, make it worth his time, if you like this content, to come back on this show by reaching out and having him do good work for you and subscribe wherever you're watching listening. so you don't miss future episodes with him, so you can see the content and all of that. If you wanna work with us at AGF Growth, you go to AGFgrowth.com, tell me a little bit about your business. By filling out the intake form there, I'll get in contact with you, we'll talk about whether or not we are a good fit for you. And of course, follow up with my great sponsors from this episode, Intelligence and More Staffing. They're awesome. Thanks so much for watching and for listening, and I will see you next time.