Adding content to a process that leads to revenue for a company seems like a bad idea — particularly when that process is already five steps long. But for iReach (at the time, a division of PRNewswire) the decision to add content led to a 31% increase in conversion and a 38% increase in product revenue.
The Control Checkout Process
Here’s the control entry page:
Click on images to enlarge
Here’s an example of the following five cart pages in the control process:
In the data, it appeared that many people were exiting the process due to confusion and a lack of information. After studying customer service inquiries, it was clear that there were many questions potential customers had that were not being answered in the process.
The Treatment Checkout Process
Here’s the treatment entry page:
Below the call-to-action are links to additional content about the product for specific customer segments. Each piece of content was designed to answer further questions the PRN team hypothesized most customers were asking about the product in their minds.
These changes along with a clear product selection page (below) generated a significant result.
The Results
By adding steps in the process — particularly product information and a clear product matrix, iReach generated a 31% increase in conversion and 38% more revenue from its subscription/ecommerce offering
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