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We A/B tested these campaigns on millions of online shoppers we predicted were not going to purchase, across several different industries, and ranked their performance by conversion rate increase. For the purpose of these tests, a conversion was simply a transaction. For three of the five verticals we studied, neither fixed nor variable discounts were the most important factor to increasing sales. For Apparel, Jewelry & Accessories and Home Building & Improvement Supplies, re-enforcing the retailer’s return policy at the point of a site abandonment trigger was the most important factor in increasing sales – regardless of how generous the return policy was. For Apparel, social proof was the second most important factor influencing transactions. Shoppers were most influenced by their peers and testimonials from aspirational figures. For Jewelry & Accessories, price and financing were other key factors that influenced purchases. The other factors for Home Building Suppliers that had the greatest increase in conversion were shipping costs and support re-enforcement. This makes sense given the large size and weight of many of their products. For Digital Goods and Health products, discounts were the most important factor to increase sales. This was somewhat expected for Digital Goods because there is a lower barrier and cost to return something. However, this was surprising for the health and wellness industry. Interested in finding out what your shoppers' top objections are? Sign up for a free trial today at http://granify.com
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