| In a past life I founded/operated a conversion rate optimization company. One of our all time most successful tests was related to this story and happened almost by accident. The client had just rolled out new packaging and wanted help validating the change statistically, very similar to this situation. Their metric was measuring upsells to a premium product after a purchase, and like Candy Japan, found statistically insignificant results. But the new packaging was beautiful and we wanted to test it on their landing page. We tried just replacing the old product image on landing page. Meh results, no real bump. We tried increasing the size of the image + circling with "Improved" (no joke). 10% bump. Interesting. We hired a professional model to hold the product and smile. 15% bump. !? We hired a group of professional models to hold the product and smile. 40% bump in sales. !@%K$!? We re-hired the same group of people to hold product, look SUPER excited (jumping up and down like their team just won the superbowl). 50%+ bump in sales. No joke. If Candy Japan is reading and you'd like some help recreating I would not be shocked to see something similarly group oriented, visceral, and beautiful bump yeh. |