Testing multiple variants is vital to achieving the optimal conversion rate for your Zonos Checkout.
Variant Tests for the Zonos Checkout™
Zonos supports critical AB tests to help you optimize your conversion and have a clear understanding of the consequences to of only focusing on conversion.
Test 1: Decoding when to display the shipping quote
Zonos Checkout by default will quote the shipping rate after the address fields are complete. However, since on average only about 50% of customers will enter their information, the other half of customers will bail on the shopping cart before even getting their quote. This variant test will show what converts better, quoting before or after entering their shipping address. We typically see a higher conversion when customers insert their information, however, depending on promotions you are running, or products you are selling you may want to see how customers respond to this AB test.
- 80% Variant A
- See the shipping quote after putting in the full address
- 20% Variant B
- See the shipping quote when first arriving at the checkout, without the need to put in an address.
Important: International out of area fees or any other fees associated with a specific address, are not calculated on this variant. Not calculating these fees will usually have the most impact on services like UPS, FedEx or DHL.
Test 2: Decoding how to suggest payment of landed cost
If you give customers the option to pay their duties and taxes by service level this test will tell you if customers prefer to be prompted to pay their duties and taxes or not. For instance, FedEx Priority will allow you to bill duties and taxes to the shipper or let the receiver pay it upon delivery. If you let the international shopper have the same choice, which radio button will you have selected by default, pay now or pay later? If the selection is “pay now,” the cart total could be 15-30% higher since you will show product + shipping + landed cost. If you default the selection to pay later the cart total will appear lower when first getting the quote. We typically see a great conversion rate when you suggest payment at checkout.
- 80% Variant A
- Radio button is defaulted to “Yes” pay duties and taxes now
- 20% Variant B
- Radio button is defaulted to “No” pay duties and taxes upon delivery
Important: If you use a service level that does not give you an option to ship DDP or DDU this AB test will not run at those service levels.
Test 3: Decoding offering landed cost
Offering and displaying a landed cost can be a double edge sword. On the one hand, the customer experience is transparent, and all the fees and additional charges are disclosed. On the other hand, all the fees and cost can appear to be more expensive than anticipated. If done correctly with waived DDP fees or waived advancement fees you can see an uptick in conversion. If no fees are waived, the order conversion rate could go down by informing the customer how much duty and tax can be. Repeat customers do not like surprises and we believe offering a landed cost is key to scaling and to having a long-term success strategy to international sales. However, this AB test can provide you with crucial insights especially soon after going live and giving your customer a landed cost for the first time.
- 50% Variant A
- Shows landed cost
- 50% Variant B
- Shows no landed cost
Important: This does not turn off landed cost for any service level that forces landed cost. It only applied to landed cost profile that has optional landed cost.
Zonos can offer custom AB tests upon request. Please contact our customer success team for a quote.
Today, all variant test results reporting are available upon request.