Case Study: Value Prop Addition
Road Ready Wheels
Industry: Replacement Wheel Manufacturer
Location: Chicago, IL
Adding value propositions to product pages drove increases in add to cart rate and conversion rate
Value Prop Additions to Product Pages
In an attempt to increase add to cart and conversion rates, Road Ready Wheels wanted to test the addition of a new value proposition to product pages. This new value proposition had three potential variations.
Approach & Solution
Our team’s approach was to find a way to display this new value proposition in a more prominent way while not detracting from other pertinent content. Since other existing value propositions already existed on the page, it was determined that they should be moved to this new dedicated value proposition section beneath the product image and buy box.
Analysis & Summary
Customer Confidence Leads to More Conversions
Final results showed all four variations providing lifts in add to cart rate, with variation #2 providing a significant lift in conversion rate as well. Our hypothesis was validated in that the increased visibility into RRW value props is responsible for this lift.
The added prominence of these value propositions and the addition of one new one has clearly had an impact on customer confidence and will not only lead to more conversions for Road Ready Wheels but also give their customers a clearer understanding of their policies.
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