19. Hypothesis
Changing the copy and
link of the primary CTA
button on the
homepage would have a
substantial impact on
homepage CTA clicks.
20. Results
359%Increase in Primary CTA Clicks
$29kPotential Yearly Online
Reservation Value
0.72%Increase in Online Reservations
from the Dinner Menu Pages
21. Challenges
Client has history of
success with offering
“FREE” gift with
purchase.
Client concerned with
cheapening brand with
FREEBIES.
Fear of possible
negative effects on
sales from changing
the offer.
22. Hypothesis
Reap devised testing plan to
test vernacular within the
offer. Started by replacing
sitewide use of “Free” with
“Complimentary”
Results
-5%Decrease in Conversion Rate
$133Increase in average order value
$1.03MNet lift in revenue
23. Complimentary
Repeat Buyers
Took a step deeper to
understand the triggers that
made these visitors
purchase
Results
+$14Increase in average order value
+77%Increase in conversion rate
$1.5MNet lift in revenue
24. New Buyers
Took a step deeper to
understand the triggers that
made these visitors
purchase
Results
-$18Decrease in average order value
+10%Increase in conversion rate
$1.3MNet lift in revenue
