Adding FAQ section on the homepage

Kiva
NGO, Not for Profit
Home
Counter objections, Persuasion
July 2013
+12%
signups
 AB TestControl and variation

+12%

A
B
KIVA is a non-profit microfinance organization with a mission to connect people through lending to alleviate poverty. They hired an agency Conversionvoodoo to help with their website conversion. Through focus groups they learned that people had questions. They were confused about how the money gets transferred, if they’ll see the impact of their loan, and particularly about if Kiva is a company they can trust.

Hypothesis

 Adding an FAQ section on the homepage to address visitor concerns leads to more donations.

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. Interestingly in this case the FAQ is adding on the homepage as opposed to a separate FAQ section.

Company Kiva
Market NGO, Not for Profit
Test data
Test element Copy
Page Home
Conversion principle Counter objections, Persuasion
Result +12% signups

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