CleanRiver is a recycling company bases in Aurora (Ontrario) in Canada. They worked with there agency The Marketing Garage to generate new leads. In order to improve the conversion on the PPC landing page they conducted this test.
Hypothesis
Adding contextual background to the product images will increase add to cart clicks, because this will help customers to visualize the bins in their own environment.
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 size of the bins
- See the different environments (office/food)
- Real world images are more appealing
In fashion it there are similar resultst – photo’s on models vs just clothing helps increase conversion. Interesting to see that this may also work in a B2B environment.
Test details
| Test element |
Image
|
| Page type |
Landingpage |
| Test date |
July 2018 |
Website information
| Company |
Cleanriver |
| Website |
cleanriver.com |
| Market |
B2B, E-Commerce |
| Language |
English |
