Iterative optimization of the acceptance rate of windshield rain repel
Auto Glass industry
Germany
+182%
Conversions
Iterative optimization of the acceptance rate of windshield rain repel
Auto Glass industry
Germany
182%
Uplift
About Carglass
Iterative optimization of the acceptance rate of windshield rain repel
Auto Glass industry
Germany
+182%
Conversions
Iterative optimization of the acceptance rate of windshield rain repel
Auto Glass industry
Germany
182%
Uplift
About Carglass
Carglass® is widely known through its commercials - "Carglass® repair, Carglass® replace". Due to this awareness, Carglass® is often the first place to go when your windscreen has been damaged.
Initial situation
In addition to the replacement and repair of glass damage to the vehicle, Carglass® also offers other additional products, such as windshield rain repel. This can be added online as an additional product in the final step of the appointment booking process. The Carglass technician applies the windshield sealant to the windshield after the damage has been fixed.
Through continuous optimization via A/B tests, the acceptance rate of windshield rain repels will sustainably be increased. At the request of Carglass, the acceptance rate cannot be disclosed.
Test results
A cumulative uplift of 81.9% (1.337*1.059*1.285) was measured in the three experiments.
This uplift was confirmed not only in the experiments, but also in the absolute order intake in the following months. In absolute terms, the uplift in bookings from February 2022 to February 2023 was 182%.
#1 A/B Test - 2 Choices
Test duration - 31 days
Hypothesis
If the visitor is only shown a clear before/after effect in the form of 2 images,
then the acceptance rate for windshield rain repel increases,
because the decision whether to add a windshield rain repel is made spontaneously and emotionally. (The benefits of windshield rain repel in V1 can be seen by a click on the info icon)
Original
Variation 1
Variation 2
#2 A/B Test - Danger at night
Test duration - 30 days
Hypothesis
If the visitor is shown a night scene with a deer instead of the highway image,
then the acceptance rate for windshield rain repel increases,
because the user identifies the situation as a dangerous one and they recognize, they can mitigate the risk by adding windshield rain repel to their order.
Original
Variation 1
#3 A/B Test - Second Chance
Test duration - 14 days
Hypothesis
If the visitor decides to book an appointment "Without Protect" and then an overlay is shown in which the advantages of the windshield rain repel are displayed and he has the chance to add the windshield rain repel again,
then the acceptance rate for windshield rain repel increases,
because undecided visitors are convinced by the communication of benefits.
Original
Variation 1
Conclusion
A cumulative uplift of 81,9% (1.337*1.059*1.285) was measured in the three experiments.
This uplift was confirmed not only in the experiments, but also in the absolute order intake in the following months. In absolute terms, the uplift in bookings from February 2022 to February 2023 was 182 % be increased.
Carglass® can achieve an annual increase in conversion through these implemented Additional sales in the high 6-digit range area generate.
The test concepts are based on psychological triggers. The following psychological triggers were used in the test designs.
Carglass® is widely known through its commercials - "Carglass® repair, Carglass® replace". Due to this awareness, Carglass® is often the first place to go when your windscreen has been damaged.
Initial situation
In addition to the replacement and repair of glass damage to the vehicle, Carglass® also offers other additional products, such as windshield rain repel. This can be added online as an additional product in the final step of the appointment booking process. The Carglass technician applies the windshield sealant to the windshield after the damage has been fixed.
Through continuous optimization via A/B tests, the acceptance rate of windshield rain repels will sustainably be increased. At the request of Carglass, the acceptance rate cannot be disclosed.
Test results
A cumulative uplift of 81.9% (1.337*1.059*1.285) was measured in the three experiments.
This uplift was confirmed not only in the experiments, but also in the absolute order intake in the following months. In absolute terms, the uplift in bookings from February 2022 to February 2023 was 182%.
#1 A/B Test - 2 Choices
Test duration - 31 days
Hypothesis
If the visitor is only shown a clear before/after effect in the form of 2 images,
then the acceptance rate for windshield rain repel increases,
because the decision whether to add a windshield rain repel is made spontaneously and emotionally. (The benefits of windshield rain repel in V1 can be seen by a click on the info icon)
Original
Variation 1
Variation 2
#2 A/B Test - Danger at night
Test duration - 30 days
Hypothesis
If the visitor is shown a night scene with a deer instead of the highway image,
then the acceptance rate for windshield rain repel increases,
because the user identifies the situation as a dangerous one and they recognize, they can mitigate the risk by adding windshield rain repel to their order.
Original
Variation 1
#3 A/B Test - Second Chance
Test duration - 14 days
Hypothesis
If the visitor decides to book an appointment "Without Protect" and then an overlay is shown in which the advantages of the windshield rain repel are displayed and he has the chance to add the windshield rain repel again,
then the acceptance rate for windshield rain repel increases,
because undecided visitors are convinced by the communication of benefits.
Original
Variation 1
Conclusion
A cumulative uplift of 81,9% (1.337*1.059*1.285) was measured in the three experiments.
This uplift was confirmed not only in the experiments, but also in the absolute order intake in the following months. In absolute terms, the uplift in bookings from February 2022 to February 2023 was 182 % be increased.
Carglass® can achieve an annual increase in conversion through these implemented Additional sales in the high 6-digit range area generate.
The test concepts are based on psychological triggers. The following psychological triggers were used in the test designs.