Homepage Test

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Client: B2B retailer selling bedding encasements
Business Need: To clarify the separate paths for commercial buyers and homeowners.
Solution: Split test the homepage, calling out a form for commercial buyers and the button for the homeowners micro site.
Hypothesis: By adding a form to the page, quality commercial leads would increase, reducing home or commercial inquiries coming in through the wrong button.

Overview of site elements: Site visitors needed to contact sales. To help site visitors contact sales we added a commercial inquiry form and added supporting text to the sales number in the blue bar above the navigation. These elements provides the visitor with two ways to contact sales if there are questions.

❶ The original hero section didn’t provide much information to the visitor and the “Buy for Home”, “Commercial Buyers” and “Request a Quote” buttons ran together making it confusing to know where the visitor was to click.
➋ The hero image and content were edited to be more informative by including a sub header and bulleted information about the products.
❸ Also within the hero image other elements such as a form for commercial inquiries and a button to direct those interested in buying for home we added to help page visitors find what they are looking for.
❹ The hero image was changed to provide additional context of the product and uses a directional que to guide the visitor to a desired call to action.
❺ The original page was long and spacious, without a lot of context for the product features or brand value. To move things higher on the page and bring more attention to the product features and brand we reduced the size of the customer logos and added bulleted information about the product. Customer logos added a certain level of brand value, to emphasize the value for the visitor; we included the testing information for the products. Overall the product information was restructured and clarified to help the visitor act more quickly on the page.

Results: After running the A/B test for 9 weeks, the overall conversion rate increased by 109%, commercial conversion rate increased 261%.

Original                                                                                               Variant

 

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Product Page Test

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Client: e-commerce retailer selling AEDs and accessories
Business Need: To provide additional information on accessories in an easy to parse format to increase conversion.
Solution: Split test the homepage, calling out high level details for the accessory.
Hypothesis: By emphasizing the product details, highlighting brand trust and organizing the product information within the page, we hypothesized the customer will parse the product information more quickly to make a purchase.

Overview of site elements: Multiple changes were made to the page to help the customer find product information more quickly.

❶ High-level bulleted information was added near the Buy Now button, removing the tabs for content which was originally below the fold.
➋ Along with product information, we wanted the customer to understand where they were in the site. We clarified the breadcrumb navigation by starting with the category, followed by brand, then the specific product.
❸ We also highlighted the “Frequently Purchased Together” products near the high level product information, making it easier for the customer to review all product options and encouraging the customer to purchase all items needed for their AED in one stop.
❹ Making sure the customers are aware of the benefits of purchasing through this site is important to conversion. To encourage the purchase, the 30 Day Money Back guarantee and Free Shipping icons were moved to below the main product image to ensure the benefits are seen within the page. Free Shipping is was reiterated under the price for the product, making it clear to the customer there are no surprise costs once you add an item to your cart.

Results: This test ran for 15 weeks, with an 18.90% increase in conversion rate in favor of the variation page.

Original                                                                                          Variant

 

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Test Iterations for SAS Client

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Client: B2B selling maintenance operations software
Business Need: To increase the quality of a business lead.
Solution: Split test the homepage, providing more information for the visitor.
Hypothesis: Visitors are seeking additional information about the product.

Overview of site elements: This particular page went through 3 iterations of split testing. In the first round of split testing, large changes were made on the page. Following tests were smaller changes to fine tune the visitor’s needs.

❶ The largest change was the addition of the top level navigation to provide page visitors with the option of more information about the product.
➋ The background image was changed to an image of the product in use to give the visitor an idea of how the product can fit their needs. The bulleted text in the hero image was also revised to provide visitors with additional information on the product.
❸ To add credibility to the page more customer logos were added, as well as information about the 2,500 + customers. In this A/B test, the changes resulted in the original winning.

Original                                                                                               Variant

We knew the information was important to the visitor, but the first iteration showed us it was too much information. In the second iteration of A/B testing we chose to test smaller changes to the control page.

❹ Still with the intention of providing enough information a product/brand support, the customer logos and 2,500+ customer sections were revised to be easier to read on the page.
❺ To drive visual emphasis to the form we changed the button color to green, which was a more contrasting color within the page.
❻ The testimonial font sized was increased to help the visitor find it more easily, emphasizing credibility from the customer logos.
❼ Lastly, the largest change was the floating footer with buttons; it gave the visitor another way to submit an inquiry. This test ran for 7 weeks with a 31% improvement in conversion rate in favor of the variant page.

Variant

 

In the third round of A/B testing we tested smaller changes to the variant. We wanted to focus on the needs of the visitor and target information most important to them.

❽ The changes included information about the financing and benefit program. In doing so we saw a 28% improvement to conversion rates.

Results: Test 1: ran for 6 weeks with a 23% decrease in conversion rate in favor of the control page.

Test 2: ran for 7 weeks with a 31% improvement in conversion rate in favor of the variant page.

Test 3: ran for 6 weeks with a 28.28% improvement in conversion rate in favor of the variant page.

Variant

 

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Audience Segmentation Test

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Client: B2B retailer selling bedding encasements
Business Need: To add credibility and clarity to the page goal.
Solution: Split test the homepage, calling out the form and adding context to the page images and content.
Hypothesis: While the original page has a form the intention was not clear for the visitor. The large content block below the hero area contains information but wasn’t quickly digestible for the visitor. This content could be reformatted with a comparison matrix or product options and broken out supporting content to make the page intent clearer for the visitor to increase qualified leads.

Overview of site elements: The header and footer changes from the winning page in the homepage test were applied to the variant of this A/B test.

❶ The hero image and content were changed to provide a visual guide directing the visitor to a desired call to action. Within the hero image, a new header and subheader provided more information for the visitor, making the page intention clear.
➋ The form was changed, breaking the boarder of the hero image, to stand out from the hero image and capture the visitor’s attention.
❸ In the original page, a level of credibility was missing. To help, customer logos were added below the hero image.
❹ The original content reviewed the product levels of the brand in a paragraph format, forcing the visitor to read all content to make a decision. For the product levels to be easily digestible, a matrix was used to compare the product levels. Highlights for all products were added next to the matrix, allowing the visitor to skim the page quickly.

Results: After running the A/B test for 14 weeks, the commercial conversion rate increased 57%.

Original Variant

 

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