Presentation Matters with Cooking & Conversion Rates. Here’s Why.
In Cooking and Conversion Rates: Presentation Matters
Any great chef will tell you, when preparing a dish; the presentation of the food can be just as important as the food itself. After all, as the old adage goes, “you eat first with your eyes”. With conversion rates, the same holds true. The presentation of the information on the page can be just as important as the information itself.
In order to elaborate on this concept, let’s use an ecommerce product page as the example. We frequently see two versions of the same product page have completely different conversion rates. You can have the same product with the exact same information on the page and two very different conversion rates. How do we see this? Conversion testing. Why do we see this? Presentation.
Let’s walk through what is meant by presentation a little bit more specifically, using comparisons between version 1 and version 2 of a hypothetical product page with the same exact information on it.
Presentation of Product Description
Version 1 – In this version, the product description is listed below the fold of the page, within 200 words of paragraphed text.
Version 2 – In this version, the product description is separated into bullet points, and presented above the fold of the page near the Add to Cart button.
What You Could See – You could see Version 2 achieve a much higher conversion rate by taking the same exact information and simply presenting it in a more easily read bullet point format, while at the same time presenting it in a location that’s more prominent to users.
Presentation of Reviews
Version 1 – In this version, a product page with a lot of reviews has them contained within a tabbed structure, and a “Reviews” tab needs to be clicked in order to see them.
Version 2 – In this version, a product page with a lot of reviews has the Reviews tab showing by default when you arrive on the page, no click is needed in order to see them.
What You Could See – You could see Version 2 convert at a much higher rate because more people are seeing / reading the reviews. Reviews have been shown over and over again to increase conversion rates, but if you have them buried within a tab – you’re requiring people to notice that the tab exists and then click on it to see them.
In both of the examples above, the pages have the exact same information – the only difference is how that information is shown to the user. To bring it full circle, the food is the same; the only thing that separates one dish from the other is how it’s being presented. This simple concept is the backbone behind conversion testing, and through an iterative conversion testing approach like this, you can achieve incredible jumps in your conversion rates and do so perpetually.