Day #9 - Finally, the good stuff... (CRO Test No.1)

Let the experimentation begin!!

This store used a premium theme when we migrated it from woocommerce. There were a few reasons for that.

• Speed to launch (i effing hate wordpress and wanted off of it as fast as inhumanly possible.. 42 days)

• Pre-built sections that fit our product line and content

• No designer to help out at the time

The premium theme worked great. No major issues. I liked it, and it took away a huge headache in those first 6 weeks.

But…

Shopify is changing the platform on an architectural level to accommodate AI. I am all for innovation and new features, but I’m not sold on AI. At least not in the way these companies are. Sure it’s cool tech, but until we are out of this initial grift-stage, we shouldn’t put all our eggs in a hallucinated basket.

That being said, the major changes are still happening and for that reason alone, it is a good idea to migrate to the new free Horizon theme if it was something you were planning on anyway. If you have a premium theme and no problems, no reason to rush it. Just a something to keep in mind

Horizon Theme

I do like this theme a lot more than any other premium theme I’ve worked with. It is much more flexible. I still have design work to get to,but for this project, my attention is on the content because that usually lifts conversions more than aesthetics. Not always, but usually

Here is a screen grab of it:

Boring… yes.
Functional… of course.
Lacks a certain je ne sais quoi..? You can bet your putain de crêpes it does.

Like I said, it needs some design work but its working well as intended. But that’s beside the point.

The point is that I dug into the reviews and past customer service tickets , as well as had a chat with our sales manager and our customer service rep and two things stuck out:

1. Customer didn’t know the difference between the 3 main products

2. Customer didn’t know which color options were available.

To keep it simple to track and simple to measure the effects, we’ll choose the first one and try to tackle that first before deciding what is next.

Correct Toes The Original is way more well known and sought after than the other two main products, and it gets a lot more clicks. Always.

But my hypothesis is that the ration of the link clicks between these products will change, and that SPORT and StableToe clicks will go up.

Here is the breakdown because thats way to hard to read on the phone…

• Original - 98

• SPORT - 37

• StableToe - 16

Both the SPORT and StableToe are less known because they are newer, so there is much less buzz about them online.

Here is the Original:

Here is the Variation:

Pretty simple.

I got the blurb by adding a metafield to the products, and did my best to explain the “use case” for each product at a glance. Easy setup.

That is it. The test is running. It is Friday morning, so the results will come in over the weekend, and we can see what happened on Monday.

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- Shep

PS. this weekend I will write Part 2 of last weekend’s post — Back That App Up