CRO - Landing Page - A/B Test - Conversion Optimization

Learning Roots is an online educational brand that specializes in children’s Islamic learning resources, offering a variety of books, games, and educational materials for young learners. The website receives a steady flow of monthly traffic, primarily from organic search and social media platforms.

Research

Through a funnel and user journey analysis, we identified that cart abandonment was a significant challenge, with 68% of users leaving before completing their purchase. Event tracking and analysis of purchase versus abandonment segments highlighted potential friction points, but we needed deeper insights to understand the reasons behind abandonment.

We implemented an exit-intent survey, specifically targeting users who added items to their cart but showed intent to exit. Results showed that 18% of users hesitated due to uncertainty about product suitability for their child’s age or learning stage, and 52% weren’t aware of Learning Roots’ flexible return policy for items that didn’t meet expectations.

Hypothesis

To address these concerns, we proposed changes to provide clarity on product suitability and the return policy, aiming to reduce friction at the checkout stage:

Add a “satisfaction guarantee” banner across the site.

Implement age-group labels and suitability prices starting on product listings.

Highlight the “Easy returns” policy prominently for reassurance.

Hypothesis Validation

IF we display security and trust badges (e.g., SSL certificate, payment provider logos) on the cart page THEN we will increase user trust and reduce cart abandonment rates

By introducing product suitability information and clear return assurances, the alternative version saw a 36% increase in conversion rate. These adjustments proved effective in reducing hesitation, reinforcing the positive impact of our proposed changes on user trust and purchase decisions.