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Which Test Won

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Submitted By fei2fei
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Pages 2
Which test won?
Digital Marketing

This week’s test is single vs multiple response options, which increased the completed storage orders. The two versions of ExtraSpace Storage company’s website are very similar, they are promoting the same unit under the same conditions and price. The only difference on the page is on the bottom, the first one has only one option, which is a simple bottom “reserve this unit” without any feather explanation. The second version on the other hand is more complex, it provides two response options, “reserve it now” and “hold it now”. Each bottom lists what exactly it offers and requires. The first option requires a commitment of $10 deposit offering more advantages and the other one, additional compared to “reserve it now”, do not.
I voted for Version B, which provides multiple options. The reason why I chose B instead of A is because I thought consumers usually prefer to have more options and details when they make purchasing or spending choices. When people purchase online, they usually are less secure, so they need more information about it.
The version B actually won, it indeed conducted more completed holds and reservations. But the thing that surprised me is that with more options the clickthroughs rate decreased. From this test I learn that KISS (keep it simple, stupid) is not always the best practice. The version A, which is simpler, did not bring more desired result. The more complex version B instead, decreasing costumer’s clicks, but more brought more successful result.

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