SmileyCookie.com started as a half-baked idea more than 20 years ago – a smiley cookie as the vehicle to communicate the ethos of a restaurant – Eat’n Park, the Place for Smiles. Soon their cookie became not just the signifier of a delightful family dining experience, but a symbol of commitment to community and charitable giving. In fact, the six-foot tall walking sugar company soon became the official mascot for the company.
Today, every child that dines at Eat’n Park receives a buttery, rich, delicious smiley cookie, totaling more than 1 million free cookie treats each year. Every day, their cookies are distributed to community, charity and fundraising events. Every year, more than 200,000 smiling cookies are donated to local non-profit organizations. That’s a lot to smile about. Smiley Cookie brought in Trinity Insight to help them redesign their website to increase their conversion, which would let them donate more to their community.
By introducing value messaging to the global header, we will see an increase in overall conversion rate for visitors to the website.
An A/B/n Split Test was implemented to display these banners to SmileyCookie.com customers. During the time that this test was running, the overall conversion rate for the site was 8.98% with an average order value was $29.85, yielding a $2.68/per visit value. Over this same period of time, the winning creative, Order Today -> Ships Next Business Day, had a 12.61% conversion rate and a $29.95 average order value resulting in a $3.78/per visit value, a 41% increase over the site average.
Prior to testing, SmileyCookie could only make educated guesses as to which core value resonated with their customers and an opportunity to generate an additional $1.10/per visitor would have never been realized. By continuing to look at ways to make the site more engaging to their customers and testing these opportunities, SmileyCookie is guaranteed to create an experience that’s better today than it was yesterday as well as learn great lessons along the way about what their customers truly find value in while visiting SmileyCookie.com.
Disclaimer: No intervention from Smiley Cookie’s internal IT resources were needed to execute this test and most others conducted on SmileyCookie.com as a result of working with Trinity Insight’s custom conversion optimization team.
Trinity Insight developed five creative banners referencing five different values to the customer that the site offers. Those five creatives contained the following messaging and 100% of the site traffic was split up equally among them: