Changing the product images from white background to ‘real world’ background Results The variation had a 12% conversion rate vs 7% in the control. Learnings The images may help the customers in several ways: Understand the … Continued Landingpage · Image · Clarity cleanriver.com · B2B, E-Commerce · English +71% Add to cart clicks Case analysis View source
Changing landing page design and increasing signup form Results The test ran in several countries for 2 to 4 weeks. The Challenger landing page was determined the winner at 95% statistical confidence, resulting … Continued Landingpage · Redesign · Relevancy www.dhl.com · Professional services +95% leads Case analysis View source
Changing the value proposition on the landing page Results The variation was a winner by a landslide: 1890% increase in overall purchases 71% increase in visits to the signup page 2790% increase in … Continued Landingpage · Redesign · Clarity www.myus.com · Digital products, E-Commerce 1890% revenue Case analysis View source
Placing the CTA ‘Contact the Prison’ first, before the conditions Results Visits Contacts CR Change Version A 847 79 9,3% Version B 4335 291 6,7% -28% Learnings This test again shows that people are not … Continued Landingpage · Form · Remove steps · Usability · Government, Not for Profit -28% questions Case analysis
Animating the landingpage of the ppc campaign Results They test did not show any difference in results. Learnings In this case animation did not help conversions. Head of CRO Duncan Jones concluded: … Continued Landingpage · Animation · Focus www.bidmycar.com.au · Consumer goods Insignificant Case analysis View source
Change the first benefit – focusing on time to read Tweaking just the first of 7 benefit bullet points. Landingpage · USP/benefits · Counter objections · Persuasion · Consultancy, Lead generation +19% downloads Case analysis
Reducing choices on landing page Landingpage · Call to Action · Remove choices · Usability · Consumer goods, E-Commerce +19% Revenue Case analysis
Changing call to action copy from ‘Continue’ to ‘More information’ Results The variation B had a 14% higher click through rate (99% confidence level). Learnings A vague call to action is hurting conversion. While ‘more … Continued Landingpage · Call to Action · Clarity (design) · Usability · Finance, Lead generation +14% clicks Case analysis View source
Adding a phone number to the lead generation form Results The number of signups dropped by 34%. Learnings A drop in conversion was expected – but the effect was rather large. The additional information … Continued Landingpage · Form · Remove steps · Usability · Consultancy, Lead generation -34% signups Case analysis
Main banner and call to action on homepage changed to ‘Get a quote’ Landingpage · Layout · Focus · Usability · Consultancy, Lead generation +232% signups Case analysis
Change the category name from ‘Lingerie’ to ‘Lingerie du nuit’ Results The results showed an increase in the number of visitors accessing the renamed category “Lingerie de nuit”. This improvement has been confirmed throughout the … Continued Landingpage · Navigation · Clarity (copy) · Persuasion www.etam.com · E-Commerce, Fashion +10% orders Case analysis
Adding a red arrow pointing to the registration form Landingpage · Form · Remove steps · Usability · Consultancy, Lead generation +68% signups Case analysis
