Fridays with Vicky 78
Different ways to increase sales is a continuous ongoing job for any online marketer. I’m no exception.
I was looking at one of my pages and thought it would be a great fit to add a comparison chart. To side by side compare different elements of these similar products.
Comparison charts give the reader a quick overview of the product so that they can choose than one that’s right for them.
The page I want to improve sales on is a “Top 5 Product Page”.
This specific page is a summary of 5 products that I review in the same product category. The “top 5 product page” link to in-depth reviews for each and every product.
If they find the product they are looking for they can read more in detail about it, reading the in-depth reviews. From the in depth reviews, I link out to Amazon.
So in this case study, we will see if adding a comparison chart to this “top 5 product page” will increase sales
Let’s look at some numbers…
To be able to see the result we have to look at the history. Let’s look at some numbers for this specific “top 5 product page”.
Numbers 3 Months Previous Adding the Comparison Chart
February 18 – March 18
- Unique Pageviews 1070
- Pageview 1337
- Sales of this specific type of item 20
- Avg. time on page 2.59
- 1.8% purchase that specific type of product after visiting the page
March 18 – April 18
- Unique Pageviews 1607
- Pageview 2085
- Sales of this specific type of item 26
- Avg. time on page 2.56
- 1.6% purchase that specific type of product after visiting the page
April 18 – May 18
- Unique Pageviews 1957
- Pageview 2490
- Sales of this specific type of item 43
- Avg. time on page 3.17
- 2.1% purchase that specific type of product after visiting the page
The average conversion number, unique page views to sales, the last 3 months is 1.83%.
1.83% of the visitors to the top 5 product page go ahead and purchase one of the products reviewed.
Let’s see if we can increase that number by adding a comparison chart to the page.
Comparison Chart Is Added to the Page
May 18
Will it make any difference adding this comparison chart that gives the reader an over look of the products?
Let’s look at the numbers…
Result from the day after the change, May 19
- Unique Pageviews 79
- Pageview 98
- Sales of this specific item 3
- Avg. time on page 4.19
- 3.8% purchase that specific type of product after visiting the page
I must say I’m impressed with the numbers. 3.8% purchase, that’s a great upswing. But the number that impressed me the most is the Avg. time on the page it went up with a minute. This means better user experience, which is the ultimate goal.
Will this upswing stick or is it temporary? We’ll see a month from now…
Result First Month After Adding the Comparison Chart
May 18 – June 17
- Unique Pageviews 2000
- Pageview 2313
- Sales of this specific type of item 57
- Avg. time on page 3.39
- 2.85% purchase that specific type of product after visiting the page
So traffic is very similar to the month before. This does not surprise me since it’s kind of a seasonal product I wasn’t expecting too much increase in traffic. Time on the page though increased almost 20 seconds since adding the comparison chart. I didn’t keep the 1-minute increase but 20 seconds is still good. This means longer engagement, better user experience which is great.
The increase of about 1% might not seem much. A few things that excite me with this number though. First, again since it’s a seasonal product, I’m excited to check back on this number going into the colder months.
Also, 1% might not seem much but when the site has 10 K visitors it’s a difference of commissions from 285 sales instead of about 185 sales, 100 more sales with that little tweak, means more $$ coming in. This product generates about $5 in commission per sale so that’s an extra $500 in my pocket. I’ll take it.
Small tweaks can really make a big difference!
The Easiest Way to Add a Comparison Chart
There are many different ways to create comparison charts.
You can code it yourself, you can hire somebody to code it for you or you can use a plugin to get the job done.
In my above example I used a plugin called Pricing Table by Supsystic, it worked great for what I wanted to do.
They have both a free version and a premium one.
Don’t you just love WordPress plugins they sure make your life easier? Another plugin I use with my Amazon sites is the EasyAzon plugin, saves me a ton of time and help me maximize my earnings…
If you run a blog with product reviews, consider adding a comparison chart, test it tweak it and measure the outcome.
What’s your take on comparison charts? Please share your thoughts on comparison charts below,
Have a productive day,
Vicky
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