Beyond Buttons: 7 Unexpected Elements DTC Brands Should A/B Test
A/B testing buttons and headlines? That’s so 2023. Today’s DTC leaders are digging deeper, testing elements that subtly shape trust, reduce cognitive load, and guide decisions before the “Add to Cart” click.
But where do you start? We analyzed 50+ top DTC brands (and their Mtrix experiment logs) to uncover 7 underrated elements that move the needle. Let’s dive in—no “click here” clichés allowed.
1. Checkout Trust Signals: The Silent Sales Reps
Why test this? 84% of shoppers abandon carts due to distrust. But slapping a Norton Secured badge won’t cut it.
- Placement: Embedded in product descriptions vs. floating sticky bar
- Social proof: “1,200 people bought this today” vs. “Rated 4.9/5 by dermatologists”
Case Study: ThirdLove increased checkout completions by 18% by testing dynamic trust badges (“Jane from Texas just purchased this bra”) using Mtrix’s CRM integration.
Pro Tip: Use Mtrix’s Figma-like editor to mock up trust signal variants without developer help.
2. FAQ Layouts: Answer Before They Ask
Why this matters: 63% of DTC shoppers check FAQs before buying. But clunky layouts = missed upsell opportunities.
- Location: Product page footer vs. floating sidebar
- Format: Video FAQs vs. text
- Upsell integration: Link FAQ answers to related products
3. Error Messages: Turn Frustration into Retention
The data: 40% of users leave after encountering an error. But how you display errors can flip the script.
- Tone: Humorous vs. empathetic
- Recovery CTAs: “Get notified when fixed” vs. “Explore similar products”
Mtrix Advantage: Use built-in error tracking to identify which broken elements hurt conversions most.
4. Size Guides: The Unsung Hero of Low AOV
Shoppers want:
- Visual guides (“This model is 5’8”, wearing a Medium”)
- Quiz-style personalization (“Do you prefer fitted or relaxed?”)
Case Study: Parade reduced cart abandonment by 22% by embedding size quizzes after “Add to Cart” clicks.
5. Post-Purchase Surveys: The Retention Goldmine
Why skip this? Most brands survey before checkout. But post-purchase surveys have 3x higher completion rates and reveal why customers will (or won’t) return.
- Timing: Immediate vs. 3 days post-delivery
- Incentives: Early access to sales vs. loyalty points
6. Loading Animations: Distract, Delight, Convert
Psychology hack: Perceived wait time drops by 11% with animations.
- Branded spinners vs. progress bars with tips
- Adjust animation speed to match brand tone
Mtrix Tip: Tweak animation speeds in the visual editor—no code needed.
7. Post-Purchase Upsell Timers: The Urgency Edge
Why it works: Post-purchase customers feel rewarded and are 2x more likely to buy again.
- Discount depth: 15% off vs. free shipping
- Timer duration: 5 vs. 15 minutes
The Mtrix Advantage
- Sync experiment data with customer profiles
- Fix UX issues during tests using built-in error tracking
- Design variants visually—no code needed
Ready to Test Smarter?
Pick one unexpected element from this list and launch your first experiment in Mtrix today. With our drag-and-drop builder, you’ll have a live test running in 15 minutes.