Cases

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

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

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

Placing the CTA ‘Contact the Prison’ first, before the conditions

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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

Change the first benefit – focusing on time to read

Tweaking just the first of 7 benefit bullet points.

Reducing choices on landing page

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

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

Main banner and call to action on homepage changed to ‘Get a quote’

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

Adding a red arrow pointing to the registration form