{"id":17447,"date":"2025-02-18T14:52:09","date_gmt":"2025-02-18T13:52:09","guid":{"rendered":"https:\/\/ivoexperience.no\/?p=17447"},"modified":"2025-05-16T11:26:08","modified_gmt":"2025-05-16T09:26:08","slug":"a-b-test-for-hoie-slik-okte-vi-kjop-med-23-ved-a-forenkle-navigasjonen","status":"publish","type":"post","link":"https:\/\/ivoexperience.no\/en\/aktuelt\/a-b-test-for-hoie-slik-okte-vi-kjop-med-23-ved-a-forenkle-navigasjonen","title":{"rendered":"A\/B-test for H\u00f8ie: Slik \u00f8kte vi kj\u00f8p med 23% ved \u00e5 forenkle navigasjonen"},"content":{"rendered":"\t\t
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F\u00f8rste test<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Vi kj\u00f8rte en A\/B-test for H\u00f8ie der hypotesen var \u00e5 forenkle navigeringen til de mest popul\u00e6re produktkategoriene, la kundene slippe \u00e5 lete i menyen og \u00e5 forenkle brukerresien. Vi sjekket i GA hvilke kategorier som er de mest brukte og mest popul\u00e6re, og designet kategorier som speilet det (sengesett, dyner, puter og laken). Kategoriene ble plassert over hero banner p\u00e5 forsiden p\u00e5 mobil:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Variasjon A<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Original versjon<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Variasjon B<\/h2>\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/path><\/line><\/line><\/line><\/path><\/circle><\/circle><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t
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Vinner<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Kategorier \u00f8verst p\u00e5 siden<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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F\u00f8rste resultat<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Vi var sv\u00e6rt forn\u00f8yde med de positive resultatene, men hadde fortsatt noen ideer til hvordan kategoriene kunne vises p\u00e5 forsiden. Vi \u00f8nsket \u00e5 utforske alternativer som ville fremheve kategoriene uten \u00e5 trekke oppmerksomheten bort fra hero-banneret, ettersom H\u00f8ie ogs\u00e5 \u00f8nsker at kundene skal f\u00e5 med seg deres gode tilbud.

Basert p\u00e5 testresultatene s\u00e5 vi tydelig behovet for en snarvei til kategorier p\u00e5 forsiden. Vi foreslo derfor for H\u00f8ie \u00e5 teste et par alternative l\u00f8sninger for \u00e5 finne den mest effektive utformingen, noe de var positive til.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t+<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tLegg i handlekurv<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t+<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tAntall kj\u00f8p<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Runde to<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Vi designet to nye varianter i tillegg til den opprinnelige versjonen vi tidligere hadde A\/B-testet. Deretter gjennomf\u00f8rte vi en A\/B\/C\/D-test for \u00e5 sammenligne alle fire varianter og finne ut hvilken som presterte best.<\/p>

I tillegg til hovedm\u00e5let (kj\u00f8p), inkluderte vi ogs\u00e5 st\u00f8ttem\u00e5leparametre som «legg til i handlekurv» og total omsetning for \u00e5 f\u00e5 et bredere bilde av testens effekt.<\/p>

For \u00e5 matche H\u00f8ies nye merkevarefarger, la vi ogs\u00e5 til en beige bakgrunnsfarge. Denne justeringen ble gjort b\u00e5de for \u00e5 styrke det visuelle uttrykket og for \u00e5 fremheve produktkategoriene bedre.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Variasjon A<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Original versjon<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Variasjon B<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Kategorier \u00f8verst p\u00e5 siden, med ny bakgrunn.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Variasjon C<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Kategorier under banner<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Variasjon D<\/h2>\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/path><\/line><\/line><\/line><\/path><\/circle><\/circle><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t
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Vinner<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Kategorier som knapper under banner<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Endelig resultat<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Alle tre variantene presterte bedre enn originalen, men variant D var den klart beste. Den \u00f8kte antall kj\u00f8p med hele 23%! I tillegg f\u00f8rte variant D til en betydelig \u00f8kning i omsetning, med flere titalls tusen kroner i ekstra inntekter i l\u00f8pet av de to ukene testen varte. <\/span><\/p>\n

Siden denne varianten kun ble vist for 25% av trafikken, kan vi estimere at hvis den hadde v\u00e6rt rullet ut til 100% av brukerne, ville inntekts\u00f8kningen v\u00e6rt enda st\u00f8rre. Ser vi dette i et \u00e5rlig perspektiv, vil effekten kunne utgj\u00f8re en betydelig sum.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t+<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tAntall kj\u00f8p<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t+<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\u00d8kt omsetning<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Konklusjon<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Det vi l\u00e6rte av denne testen er at enkle sorte kategoriknapper slo runde kategorier med bilder og tekst. Plasseringen av kategoriknappene under hero-banner, men over folden vant, som kan bety at dette matchet best med brukernes forventning om hvor snarveier b\u00f8r v\u00e6re. Knappene var godt synlige, lett tilgjengelige og de forenklet kj\u00f8psreisen for kundene- og derfor \u00f8kte vi konvertering og kj\u00f8p s\u00e5 mye.\u00a0<\/p>

Denne testen vil n\u00e5 g\u00e5 til implementering, bli utviklet og s\u00e5 g\u00e5 live p\u00e5 H\u00f8ies nettsider.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t<\/path><\/circle><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t
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Cecilie Getz<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t<\/path><\/circle><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t
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T\u00f3mas Rekstad<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t<\/path><\/circle><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t
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Kjetil Ullsg\u00e5rd<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Vil du ha like kule resultater?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tVi tilbyr en rekke tjenester for netthandel og retail. Enten du skal etablere en merkevare, \u00f8ke konverteringer eller \u00f8ke antall lojale kunder, er vi her for \u00e5 hjelpe deg. La oss v\u00e6re din langsiktige partner innen vekst.<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tVi gleder oss til \u00e5 h\u00f8re fra deg!<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t<\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tTa kontakt<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Ved \u00e5 forenkle navigasjonen og teste ulike kategoriknapper p\u00e5 forsiden, klarte vi \u00e5 \u00f8ke kj\u00f8p med hele 23% for H\u00f8ie. Se hvordan vi optimaliserte brukeropplevelsen og skapte en mer effektiv kj\u00f8psreise!<\/p>","protected":false},"author":9,"featured_media":17463,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[25],"tags":[29],"ppma_author":[75,74],"class_list":["post-17447","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","tag-hoie"],"pp_statuses_selecting_workflow":false,"pp_workflow_action":"current","pp_status_selection":"publish","yoast_head":"\nA\/B-test for H\u00f8ie: Slik \u00f8kte vi kj\u00f8p med 23% ved \u00e5 forenkle navigasjonen ~ Ivo Experience<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ivoexperience.no\/en\/aktuelt\/a-b-test-for-hoie-slik-okte-vi-kjop-med-23-ved-a-forenkle-navigasjonen\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A\/B-test for H\u00f8ie: Slik \u00f8kte vi kj\u00f8p med 23% ved \u00e5 forenkle navigasjonen ~ Ivo Experience\" \/>\n<meta property=\"og:description\" content=\"Ved \u00e5 forenkle navigasjonen og teste ulike kategoriknapper p\u00e5 forsiden, klarte vi \u00e5 \u00f8ke kj\u00f8p med hele 23% for H\u00f8ie. Se hvordan vi optimaliserte brukeropplevelsen og skapte en mer effektiv kj\u00f8psreise!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ivoexperience.no\/en\/aktuelt\/a-b-test-for-hoie-slik-okte-vi-kjop-med-23-ved-a-forenkle-navigasjonen\/\" \/>\n<meta property=\"og:site_name\" content=\"Ivo Experience\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ivoexperience\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-18T13:52:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-16T09:26:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ivoexperience.no\/wp-content\/uploads\/2025\/02\/Hoie_ab-scaled.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1440\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Cecilie Getz, Tomas Rekstad\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cecilie Getz\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ivoexperience.no\\\/aktuelt\\\/a-b-test-for-hoie-slik-okte-vi-kjop-med-23-ved-a-forenkle-navigasjonen#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ivoexperience.no\\\/aktuelt\\\/a-b-test-for-hoie-slik-okte-vi-kjop-med-23-ved-a-forenkle-navigasjonen\"},\"author\":{\"name\":\"Cecilie Getz\",\"@id\":\"https:\\\/\\\/ivoexperience.no\\\/#\\\/schema\\\/person\\\/00c06d94e7ffb35c8e58d9dca5c54fae\"},\"headline\":\"A\\\/B-test for H\u00f8ie: Slik \u00f8kte vi kj\u00f8p med 23% ved \u00e5 forenkle 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