Change your content for Christmas. A quick A/B test case study

If you are selling "gifts" online, you may want to consider changing your copy before Christmas. A recent study from WhichTestWon compared two versions of a buy now page for a football subscription website. One page had minimal copy and the other was long with multiple screenshots with an in depth feature listing. Looking at the value proposition version B (the long one) seemed to offer more, however leading up to Christmas it didn't convert as well.

 

The shorter version had an uplift of 25% leading up to Christmas, Why was this? Because the audience at the time were not the end-users, they were buying it as a gift. They weren’t as interested in the Manchester United football club trivia and didn't want to navigate through miles of copy to get to the product. After Christmas however, the long pages (Version B) converted well, as these were likely to be customers who were interested in features and club trivia.

 

Pre-Christmas visitors simply wanted validation that the product is trustworthy, while post-Christmas visitors wanted the detail. This shows that we need to tweak copy leading up to the festive season, particularly if you are a gift retailer.

 

 Version A

 

Version B 

 

 

 From <https://whichtestwon.com/case-study/guess-landing-page-won-christmas-lost-afterwards/>