Expanding the search function with from a magnifying glass icon to a search text field Hubspot tested the search functionality on their blog. Expanded the search function by adding a search text field Place holder text ‘Search by topic’ (variation … Continued Blog post · Search · Ability blog.hubspot.com · SaaS · English Insignificant sign ups Case analysis View source
Adding free shipping information to the cart page FluidGrowers – an Australian ecommerce company – found out that customers were leaving the cart page due to unclarity about the shipping costs ($9.99 or … Continued Cart · Copy, Message · Clarity (copy) fluidgrowers.com.au · Home & Living · English +39% Cart conversion rate Case analysis View source
Displaying most popular filter options on mobile Visitor skip the filter and 80% chooses Apple or Samsung. Better display these options immediately Category · Navigation · Ability · Clarity www.tele2.nl · Technology · Dutch +19% clicks Case analysis View source
Showing the savings of the yearly plan on the pricing page Exaggerating the difference in price between the monthly and annual plans in high-GDP countries, which had a massive positive impact on the number of annual subscriptions. Pricing · Offer · Motivation · Value proposition www.codecademy.com · SaaS · English Insignificant subscriptions View source
Showing the savings of the yearly plan in dollar amount – not percentage The rule of 100 was tested: over 100, absolute discounts seem larger than percentage ones. Pricing · Offer · Motivation · Value proposition www.codecademy.com · SaaS · English 28.00% subscriptions View source
Redesigning the landingpage – less distraction and more focus on the call to action Mouse tracking (AttentionWizzard) showed that there was too much distraction. Landing · Redesign · Ability · Clarity www.credomobile.com · Retail · English 84.00% clicks View source
Removing ‘I want to skip this’ from the popup for the calendar function Many new property owners were skipping the step of setting up their calender (with availability for guests) – on the welcome screen. Onboarding · Call to Action · Distraction www.booking.com · Travel · English +10% onboardings View source
Showing a list of next steps in stead of different actions on the sidebar in the onboarding process New property owners do not need to see competing actions (refer a friend, reduce cancellations, add a promotion). Priority is helping them get their first guests. Onboarding · Copy · Distraction · Relevancy www.booking.com · Travel · English Insignificant support calls View source
Changing the copy to clarify the benefits vs listing the next steps Explaining the benefits (why) of the calendar feature (get bookings that suit you / save time) vs a lengthy list with what can be done (what). Onboarding · Copy · Clarity · Motivation www.booking.com · Travel · English +50% onboardings View source
Results sorting by ‘Best result’ or ‘Lowest price’ Changing the default sort option from ‘Best result’ to ‘Lowest price’ increases conversion with 6.7%. A bit surprisingly the revenue per visit also increased with 15%. Category · Selection · Relevancy www.dell.com · E-Commerce, Electronics · English +7% transactions Case analysis View source
Making the subheadline more specific From ‘On time, under budget, easy!’ to ‘Your custom designed logo is just 3 clicks away’ Category · · Value proposition www.fiverr.com · +15% Signups View source
Removing the Company field in the billing registration form The company field confused people; they filled the bank details causing the credit card validation to fail. Checkout · Form · Clarity www.expedia.com · Travel · English Insignificant revenue View source
