Email marketing conversion data, AB test results

When preparing the content of an email, especially if it is an email that seeks to sell specific products, the question of what will be most effective may arise, direct traffic to the product page or to the general page of the category/collection to which the product belongs.. A priori there are reasons that would justify one or the other alternative, but thanks to this AB test we have seen the following.

Reasons to drive traffic to the product page:
- We reduce friction in the navigation process.
- The user saves time by not having to search through the product catalogue for the product that caught his attention in the email.
Reasons to drive traffic to the category/collection page:
- If the product you clicked on in the email is not attractive enough for you, you can find an alternative on the category page that will satisfy you.
- By directing traffic to the category, we are letting the user know the depth of our catalogue, which can have a positive impact on conversions from organic search.
We recently conducted an 8-week testing exercise to find out if one of these alternatives generated more conversions. What we have seen is that by driving traffic to the product page, on average 80% more conversions were generated than by driving to the category page.. Another fact that we have been able to verify is that the AOV (average order value) of the purchases generated by users who have visited the category page has always been higher, although the total revenue per campaign has always been higher in the product page version. In other words, what we have seen is that directing traffic to the category page generated fewer but more transactions.
 

 
Wherever possible, we recommend this type of testing, as it sheds light on aspects that would otherwise remain invisible, thus allowing the e-commerce department to justify its decisions.