Adding a value proposition on the home page The hypothesis was that there was not enough clarity about the proposition. Home · Copy · Clarity · Value proposition www.oaclub.org · Not for Profit · English +25% signups 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
Changing the hamburger icon of the mobile menu Comparing 4 different types of menu on a responsive site. Home · Navigation · Clarity (design) · Usability · Not for Profit +13% clicks Case analysis
Adding FAQ section on the homepage Results The version B had a converion rate increase of +11.5% at over 95% confidence. Learnings CRO101: Understand and address the concerns of your visitors. … Continued Home · Copy · Counter objections · Persuasion · NGO, Not for Profit +12% signups Case analysis
Increasing the minimum donation option from $5 to $20 Landingpage · Price · Counter objections · Persuasion · Foundation, Not for Profit Insignificant donations Case analysis
Banner copy – social proof (600.00 readers) vs low commitment (just $5) Background Wikipedia did (and continues to do) extensive experimentation with their fundraising. With over 10 million views per hour even a small improvement in donations … Continued All · Headline · Commitment · Persuasion · Foundation, Not for Profit +33% amount per view Case analysis
Reducing page load time from 5.0 to 2.8 seconds Results To make page faster the team combined (or removed) JavaScript files and inlined the CSS. The optimized experimental variation shaved 2.2 seconds off the … Continued Landingpage · Speed · Performance · Technology · Foundation, Not for Profit +14% downloads Case analysis
Changing the call to action button from green to orange Results Button color Visits Downloads CR Change Green 930752 719377 77,3% Blue 256344 196559 76,7% -0,79% Purple 255894 196871 76,9% -0,46% Orange 255811 195782 76,5% … Continued Product · Call to Action · Clarity (design) · Usability www.mozilla.org · Foundation, Not for Profit -1% downloads Case analysis
Changing the button text from ‘Try firefox 3’ to ‘Download Now – Free’ Login page · Copy · Clarity (copy) · Persuasion · Foundation, Not for Profit +3% downloads Case analysis
