When ‘Best Practices’ Fall Flat

By Sukh Dhillon

“Best practices” tends to be used as a catch-all phrase often thrown around in the world of web design. When uttered, it’s almost as if design decisions are blessed with the ultimate guarantee of success— though this can prove to be a false truth in some situations, as Creative Market recently found out.

Creative Market is a large online marketplace for design and digital assets. Its community of 21,000+ digital creatives sells a multitude of assets—like fonts, website templates, WordPress themes, stock photos, and many other creative goods—through their respective stores. The site has more than 1 million users and boasts over a million design assets.

Their VP of Growth and Marketing, Paul Ghio, and its 30-strong team believe in moving quickly, strategically and scrappily. Usually, they validate each new product or growth decision by running thorough experiments first on Optimizely’s platform. For a business like Creative Market, making design decisions is especially critical when you consider that its store owners’ livelihoods are directly impacted by a rise or fall in site conversions.

Despite having made many validated design decisions in the past which boosted its product experience and bottom line, the made the decision to utilize web-design “best practices” instead for its Credits Purchase page redesign, with a resulting surprise outcome from performance testing.

Hypothesis

Creative Market’s redesign started with a strong hypothesis, as all good redesigns should. They believed that repositioning the credits checkout process above the fold would produce a conversion lift on the Credits Purchase page, where a successful conversion equals a purchase of a credits package. The basis for this belief was the reality that many people visit Creative Market on devices smaller than your traditional desktop, thereby being forced to scroll down before they can advance to the next step.

Paul Ghio notes: “we had a hypothesis that moving the credits checkout process above the fold would increase conversions on that page. A significant number of people are visiting Creative Market via a 13″ laptop or smaller desktop device and on these smaller devices, a user is forced to scroll before they can uncover the next step. We believed that this extra step, a scroll, was causing friction and a drop off in conversions.”

Of course, searching online for ‘best practices’ related to CTA positioning or the placement of web forms on landing pages returns thousands of results that confirm above-the-fold placement is the way to go. Naturally, the team went ahead and implemented the change.

In addition, they also embedded the purchase button directly on to the individual credits package cards instead of keeping the placement just underneath the form—again based on best practice insights. This time, it was thought that eliminating an additional step (read: an extra click) would reduce friction for the user and therefore lift conversions.

Credits page incorporating e-commerce best practices

The team went ahead with this redesign before testing their hypothesis, usually done by A/B-testing any variations of the original page against the original.

The Results

When Creative Market eventually Go to the full article.

Source:: Business 2 Community

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