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Conversion Audit: Lowe’s

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Lowe’s home improvement store has introduced a new feature called MyLowe’s, which lets you keep track of your recent purchases and makes recommendations for you based on those purchases. Today we’re going to take a look at the sign-up page to get a MyLowe’s account. We noticed that Lowe’s is running some tests using Adobe Test&Target on their index page, but they’re not using it on this sign-up page. Uhoh! This would be a great page to test, since it’s a major conversion point.

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THINGS TO TEST

The Navigation: I know we bring this up a lot, but when you’re trying to push a customer through a desired conversion, it’s often best to keep distractions to a minimum.

“There are a lot of opportunities for me to click away from this page — Credit Card Services, Weekly Ads, Savings. My suggestion is to cut down on the navigation to help eliminate distraction.” –Rachel Healy, Copywriter

“Test a simplified version of the page. This really comes across more like a microsite. And while there are a lot of great features, it can be a bit overwhelming, and seem like a lot of stuff to wade through before you make the decision.” –Victoria Morehead, Creative Director

The Video: Video can really work in a website and it’s a great thing to test, especially if you’re already using a testing technology. Lowe’s is using Adobe Test&Target, so we know they have the technology in place.

“Let’s test the real estate to the right of the registration fields by replacing the current content with with a larger, ready-to-play ‘Watch MyLowe’s Preview’ video. (See below for a quick mock-up.) Based on similar tests that Brooks Bell has run, visitors may be more motivated by watching video that introduces and visually explains the benefits of all the tools. Assuming this test wins, you can follow up by testing various functions of the video to see what works best. For example, try testing timing for when the video begins to play after arriving on the page, click to play vs. auto play, voice over (male vs. female), play button treatment, etc.” –Nathan Spotz, Director, Business Development

mockup

The Page Layout: Layout is an interesting thing to test. You might find that switching a few elements around on the page can give you a better eyepath.

“Swap the Sign Up form position to the right, moving the meat of the page to the left. This could provide an easier eye path and increase signups.” –Victoria Morehead, Creative Director

The Value Proposition: Value props are harder than you might think. You’ve got to get to the core of the value you’re offering your customers in a direct, quick way.

“What do customers gain by signing up? I see the bulleted list of features, but this page lacks a bold, compelling message that would encourage homeowners to get on board.” –Rachel Healy, Copywriter

Copy Changes: These are easy to test and can give you some quick wins, since you don’t have to do any design changes.

“Some copy to test: (1) Remove the language ‘Already have a Lowes.com account…’ This is unnecessary and pushes the fields down too far. (2) Consider revising language to ‘Please fill in all fields.’ Sounds less officious. (3) Test the CTA in the button. The header says ‘Sign Up’ but the CTA says ‘Create Account.’ Test various messaging and see what gets more clicks.” –Victoria Morehead, Creative Director

So what do you think? What would you test on the MyLowe’s sign up page? Do you agree with our Test&Target experts about the tests they’re suggesting?

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