Repeating Your Prices = 13% Conversion Rate ⬆️?! [AB Test]
Massive success doesn’t happen overnight, despite what click-bait headlines will tell you.
It takes focused effort and constant testing and learning, which compounds over time.
This "compound interest" can come in the form of incrementally increasing your conversion rates.
In today's article, I’m sharing with you the results of a recent AB test case study we conducted that led to a 13% increase in conversion rate on our pricing page using the Law of Repetition.
The principle at work here, and the tactic, is actually very easy for you to implement and get a result (< 30 min).
Here's the video and write-up walking you through what it is so you can achieve similar growth results for your funnel.
Case Study Details
Here’s what you need to know about this case study:
- AutoGrow uses a simple yet effective tool called Leadpages for analytics. (Similar tools include Google Analytics, HubSpot, and ClickFunnels.)
- We were testing the effect of using the law of repetition in marketing on AutoGrow’s pricing page. A pricing page is arguably a website’s most important page—especially in this economy—so ensuring our pricing page converted well was a high priority.
- This was our hypothesis: We originally made a page with the pricing table at the top of the page. We believed that if we repeated the pricing table at the bottom, we would increase our conversion rate of getting people to our checkout page.
- We A/B tested the pricing page with one pricing table (our control) against the pricing page with two pricing tables (our variable), and measured the results over 63 days.
Here’s the relevant part of the control pricing page looked like (one pricing table at the top only), and FAQs below:
Here’s what the variation page looked like which includes the second pricing table at the bottom:
This was a simple variation, but the small things that get overlooked often cause the biggest problems (like funnel leaks). Then, when those problems get fixed (and optimized), they add up to more customers, clients, sales, revenue, profits, conversions, Ferraris, etc.
So, What Happened?
When I first looked at the data, I was a little disappointed (until I realized the data was saying the hypothesis was right).
The control group had a conversion rate of 11.52%, while the variation group had a rate of 10.21%.
Here’s how we did the math:
- We took the control page conversion rate (10.21) and subtracted the variation page (11.52), which give us -1.31.
- Then we find the percent difference by taking that -1.31 and dividing it by the original control conversion rate (10.21).
- This comes out to -0.1283, or about a 13% difference.
This means about 13% more people went to the checkout or book a call page on the variation with 2 pricing tables, one at top and one at the bottom.
I thought, well, that’s only a 13% increase (it actually would spike up to 16%, depending on the day of the week we checked prior to ending the test), that’s nothing to write home about…
But then I thought more about it.
This is a 13% increase in conversion rate for a Pricing Page, just one step above buying in our funnel.
Pricing pages are also known for this reason as being one of the highest points of leverage in a funnel generally speaking.
A 13% increase in the conversion rate means more people are getting to the checkout page.
Are they all going to buy? Probably not. But a good percentage of them will. A percentage that wasn’t there before the page switch.
And as you keep testing and improving your content, you get more and more of these incremental improvements. Then, as more people go through your funnel, sales are really going to increase.
So now we’ve got something that is worth putting effort into.
The Importance of A/B Testing
Changing your website or sales funnel without first testing those changes is dangerous. You could unknowingly cause sales funnel drift and leakage, doing more harm than good.
A/B testing is not just about making changes for the sake of change. It’s about using data to make informed decisions about what will improve your results. According to VWO, successful A/B testing can bring a 50% increase in the average revenue per unique visitor for e-commerce sites.
A/B testing lets you see what works best so you can make the correct changes that will lead to more conversions. It can be time-consuming and challenging, but it’s worth it. Once you’ve found the ideal improvements, it’s free extra money.
How You Can Implement It
Use these ideas to grow your own business.
- Compare different variations of webpages, emails, or advertisements.
- Determine which version performs better in terms of conversion rates and relevant metrics.
- Start with the most common A/B testing metrics to optimize your conversions:
- Conversion Rate
- Click-Through Rate
- Bounce Rate
- Free Trial Conversion Rate
- Mobile Sign-Ups
- Sales
Understanding the Law of Repetition
The law of repetition in marketing states that the more often people see something, the more likely they are to remember it. It’s a simple idea, but people don’t implement it enough, so their numbers aren’t higher.
Marketers have used “The Rule of 7” since the 1930s. It states that to get customers to purchase, they need to see your brand, product, or service at least seven times.
How You Can Implement It
Use these ideas to grow your business.
- Incorporate repetition in critical touchpoints of your sales funnel.
- Duplicate important elements, such as pricing tables or key product features.
Some Other Useful Tips
In addition to the law of repetition and A/B testing, here are more helpful tips to increase conversions:
- Analyze User Behavior and Preferences: Insightful customer information will identify what resonates with your audience and what doesn’t.
- Strike a Balance With Calls to Action: Ensure your calls to action are clear and concise, but don’t overwhelm your audience.
- Continuously Optimize and Refine: The best way to improve your conversions is to test, analyze, and make improvements constantly.
- Use Our Proven Sales Conversion Pack: If you don’t have the resources to conduct A/B testing, use credible case studies and insights to inform your decision-making. There are hundreds of credible, easy-to-copy conversion optimization case studies that give you an instant competitive advantage. Click here to sign up.
BONUS: Don’t Forget the Law of Friction
You’ll also want to know the law of friction for increased conversions.
“The more friction there is in a customer’s journey, the less likely they are to convert.”
- Be Subtle, Empathetic, and Considerate of Your Audience’s Preferences: Use clear and concise language, avoid jargon, and ensure your website or landing page is easy to navigate.
- Remove Unnecessary Barriers: Barriers could include long forms, complex pricing structures, or hidden fees.
- Provide a Seamless Journey: Ensure your website or landing page is well designed and that your customers can easily find what they want.
Conclusion
So that’s how AutoGrow increased our conversion rate by at least 13%, using the law of repetition in marketing and A/B testing.
Use these tips to improve your numbers:
- The law of repetition states that the more often people see something, the more likely they are to remember it.
- A/B testing is a powerful tool that can help you identify what works best for your audience and improve your results.
- Analyze user behavior and preferences, achieve balance with calls to action, leverage proven principles, and continuously optimize and refine your strategies.
- Remember the law of friction: The more friction there is in a customer’s journey, the less likely they are to convert.
What did you think about today’s article? Which pages have you A/B tested or used the law of repetition on? What were the results? I’d love to hear in the comments section.
Until next time…
Keep AutoGrowin’, stay focused.
Image Bibliography
- https://vwo.com/blog/cro-industry-insights/
- https://truelist.co/blog/ab-testing-statistics/
- https://justshuttersbusiness.co.uk/the-marketing-rule-of-7/
- https://bloomcu.com/research-shows-if-you-repeat-your-call-to-action-more-people-will-convert/
