Music Magpie

A/B Testing leads to a 4.28% uplift in conversion rate

Stack of cds

The Challenge

Music Magpie is a website that takes the hassle out of selling unwanted CD’s, DVD’s, phones and electronic devices online. Music Magpie were looking to optimise the user experience and conversion rates on their website working with RedEye to carry out a programme of UX-driven A/B testing.
 

The main challenge that faced Music Magpie was the importance of making users aware of the variety of items they could sell on the website.Music Magpie utilised RedEye’s user experience testing abilities,  alongside Optimizely Software.

The Solution

RedEye conducted user testing for Music Magpie, to investigate the  customer experience of the website and generate insights and hypotheses for testing. Workshops were then held with the Music  Magpie team to plan a programme of testing aligned with their business priorities. In this test, attention was focused on the valuation page on the website, investigating ways to make users aware of the different types of items they could add.
 
Hypothesis:

By displaying a product category toolbar on valuation pages and  enhancing the navigation between categories, users awareness of what can be sold will be enhanced, leading to greater numbers of added items across categories and higher basket values.
 

The test variations introduced a toggle, which would allow the user to switch between categories. On the control (the live site), the user would have to return to the main menu in order to switch to another category. The toggle used icons and text to indicate what category the user was on and reflect the simplicity of being able to switch between categories.
 
Variation 1:

Sub Navigation – product icons & text, underline selected state
 
Variation 2:

Sub Navigation - icons only, underline selected state
 
Variation 3:

Sub Navigation - product icons & text, arrow selected state

CD stack

The Results

Following the test, it was found variation 3 performed the most strongly overall, with a 4.28% uplift in conversion rate, translating to a 3.72% uplift in revenue with 100% confidence.
 

The results have indicated that an intuitively labelled toolbar including copy performed more strongly than an icon-only approach, which may have required guesswork and effort on the user’s part.

Ensuring our website is optimised for our clients is of the upmost importance to us. With RedEye we have found a way to continually test how successful our website truly is and we are extremely pleased with the results we are achieving.

Marketing Director, Music Magpie