100 Conversion Optimization Case StudiesIf you’re a marketer, you’re undoubtedly looking for techniques to optimize your website for better conversions.
Fellow marketers have released tactics that worked from them 13 Jun 2017 - This case is a work in progress. Please do not cite until the work is completed Thanks! Welcome to the Best Buy case co-developed by Illinois State University's Marketing faculty, IBM, and Best Buy. The origins of this project can be traced back to some initial discussions between IBM and Illinois State .
They’ve come from multiple sources and been placed in one post.
I present to you 100 conversion optimization case studies! 1. Updated Design Increases Conversions 33%Overview and Results Achieved:This is the redesign:Key Findings:-You can see the difference between the two designs.
One is boring, has one call to action, and gives no good reasons why anyone should choose CloudSponge. The new website lets visitors view a demo and also gives them reasons to try CloudSponge.
If your website looks like the original CloudSponge, get a new design. It’ll pay for itself once you see a conversion bump.
Source:Overview and Results Achieved:L’Axelle wanted to get more people to click on their add to cart button. This was their original homepage:This was the test:L’Axelle describes the original copy as being comfort oriented.
They sell on the basis of people feeling relieved and relaxed. The action oriented headline and copy earned a 38. Key Findings:-“Put an end to sweat marks” is action oriented and assures some relief for customers.
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If the headline read “Reduce Sweat Marks,” the copy might not have performed well.
Source:Overview and Results Achieved:The Weather Channel wanted to turn people into premium subscribers Explore best practice case studies of websites, powered by Sitefinity Web Content Management System. Review the project objectives and achieved results..
They decluttered their homepage and had a single action. Simplicity is difficult and requires restraint, but it’s much easier for visitors and helps them make decisions.
Source:Overview and Results Achieved:37signals changed the design of their Highrise product page. While they’ve done many tests, we’ll feature one where they had a white background and tested it against a background of a customer.
Here is the test and results:And they tried a long page with the same background vs a short page. The long page performed worse:Key Findings:-As you can see, the type of background with the person really sticks out from most of the other pages on the internet.
It may signal to the visitor the importance of the website and make them want to read more of the offering. Source:Overview and Results Achieved:The original page:Key Findings:-As you can see, the test emphasizes “free.
” If your product is free or offers a free trial, don’t hide it. Let people know, because most are willing to try something that is free. Source:Overview and Results Achieved:Nature Air had 17 separate landing pages.
The control did not make the CTA prominent:Then they put the CTA in the content area:Conversions went from 2 “A good case does more than tell a good story. It intertwines Read the full interviews with the authors about their cases L'Oréal Ombre and Oxipouco on the Case Centre website. 21 February 2017 – Two INSEAD case studies are amongst the 2016 Top 10 Best-selling cases, announced by CCMP: Marks & Spencer and .
78% to about 19%, meaning their conversions improved 591%!Key Findings:-No matter how compelling your offer, if you don’t make it easy for visitors to click on something, they’ll never know. Make your CTA prominent, part of the content area, and easy to find.
You’ll preferably want to keep it above the fold. Source:Overview and Results Achieved:FigLeaves sells women’s apparel on their website.
They added product reviews to the site, and this change made customers 35% more likely to purchase. Key Findings:-Helping the visitor navigate and make decisions proves once again to be helpful at increasing conversions and making the visitor more likely to buy.
Source:Overview and Results Achieved:This is the new design:BaseKit calls this new version “Bolder, brighter, clearer pricing, nicer design, testimonial, more obvious currency selection. ” The new design achieved a 25% higher conversion rate.
Key Findings:-Your pricing page is just as important as your pricing. The way you present your pricing and the information surrounding it can play a big role in whether the visitor becomes a customer.
Source:Overview and Results Achieved:This is the control:The padlock converted 2-3x better than the original. Key Findings:-I’m not sure what purpose the globe served, so it shouldn’t be too surprising that a padlock increased conversion rates. It gives a subliminal message of security and assures visitors. Aim to have your images link with your unique value proposition and main message.
Source:Overview and Results Achieved:WikiJob had three testimonials on their homepage.
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The testimonials weren’t attributed to any specific customers and no one even knew if they were testimonials. WikiJob did have testimonials, but they were at the bottom of the page. WikiJob decided to A/B test and move the testimonials to the top of the page.
What they experienced was a 34% increase in conversion rates. Key Findings:Source:Overview and Results Achieved:Zen Windows had a conversion rate of .
They hired a firm that redesigned the visitor flow.
Old design:Key Findings:-The redesign made it easier for visitors to navigate the website. If your visitors are struggling to navigate your site, you can bet it’s having a negative effect on your conversions.
If you’d like to learn what visitors think of your website, check out User Testing. Source:Overview and Results Achieved:Performable tested their homepage with two buttons: One was green, and the other was red.
They found that 21% more people clicked on the red button than the green button. Key Findings:-As the article mentions, button color is easy to test.
Experiment and you may be surprised with your results.
150+ of the best case study examples for b2b product marketers
” When they added a red background to the CTA, they increased their conversions 2 There's an immensely popular portal that has a good collection of SOLVED case studies that you can download from : dongrila[dot]com good practice is required in mastering case studies, the more you practice the better you'll get. Studying solved c .
Key Findings:-Colors that coordinate with the message may increase conversions. Consistency among text and colors can help reinforce the message you want to instill in visitors.
Source:Overview and Results Achieved:BellaCor offered bonds from Buy Safe to a select group of visitors. They tested this against a group that was not given an option of bonds.
Key Findings:Source:Overview and Results Achieved:Oriental Furniture added a Buy Safe seal to their website. They checked this against the control that didn’t have the seal.
After a couple of months of testing, Oriental Furniture experienced a 7. Key Findings:Source:Overview and Results Achieved:As a result of implementing the search, bounce rate decreased 4% and conversions increased 11%. Key Findings:Source:Overview and Results Achieved:Intuit implemented proactive chat in different areas on their website. Adding chat to the checkout process increased the average order value 43%.
And there was a 20% increase in conversions compared with not using chat Information about the range management and business case studies available through The Case. The Case Centre is the only place where you can access all the major case collections from leading international business schools (see below) as well as those of smaller schools and cases written by individual authors..
Case study: buying websites and strategy to increase earnings
Source:Overview and Results Achieved:Crazy Egg got a website redesign and in 30 days improved their conversions 21%. They highlighted a few of their key changes:-Let visitors try before they buy – the old design-Align the brand with the audience-Pay attention to the details-Test, learn, and never be satisfiedSource:Overview and Results Achieved:And without the secure image:The results were surprising – a 400% increase in conversions over 3 days.
Key Findings:-Conventional wisdom says that adding security badges on your site would increase conversions, and 8 or 9 out of 10 times it would.
Always be experimenting, you’ll never know what you can remove to increase users.
Source:Overview and Results Achieved:The original – with video:The variation – with image slider:The image slider increased conversions from homepage to signup page by 35% and subsequent signups by 31%. Key Findings:-Every website is different, so it cannot be surprising that an image slider outperformed video.
Unfortunately, this video is too long (visitors know they’ll be sitting there for over 4 minutes to watch) and the screencap doesn’t make the video seem too interesting. Source:Overview and Results Achieved:Express Watches is a UK based online seller of Seiko watches.
A big customer anxiety is the fear of getting counterfeit watches. Express Watches A/B tested on whether customers cared more about price or authenticity.
The control – competing on price point:The variation – assuring authenticity:Key Findings:-This result is likely industry specific. In industries where a lot of fraud exists, it certainly helps to prove you’re authentic. Placing badges like “Certified Partner” may increase sales.
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They A/B tested to see if leaving pricing on a landing page increased or decreased conversions Birch Benders. |E633. James Lattin, Matt Saucedo. 2017. The Birch Benders case follows the story of Matt LaCasse and Lizzie Ackerman as they embark on a journey to make the world's best pancake mix. Through their trials and tribulations, the readers learn of Entrepreneurship .
The control:The variation:The variation brought a 100% boost in leads generated over the control.
In this case, showing the price did have a positive impact. Key Findings:-People have a notion in their head that if a company doesn’t display pricing, it’s likely an expensive product.
To get pricing, you have to talk to one of their salesmen and hear a sales pitch first. The variation removes this question and tells the visitor up front what the price is.
Source:Overview and Results Achieved:UK Tool Centre thought that having an extra product filter on their website was reducing visitor engagement. The filter was a brand of wood care products called Cuprinol.
This is the control:In the variation, the filter menu was removed:The variation resulted in an increase of 27% engagement in the product pages. Key Findings:Source:Overview and Results Achieved:AMD used ShareThis for social sharing. They wanted to increase the amount of sharing among visitors.
They tested six variations, with different icons and placement. AMD found the best place for your social buttons is the left-position chicklet version with dynamic adjustment based on browser window size:Key Findings:-Experiment and learn the optimal place for your social media buttons.
Many websites place them on the left-hand side, but only you can test to see what works best 13 Feb 2014 - Now its time to reveal the second case study of the year. That's right, both of these are going to run simultaneously throughout the year! This second case study will be buying and selling not one, but 2 sites! Throughout the process, I hope to show you the steps of what it takes to buy at website (at a good .
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They had the goal of getting it down to 70%, hoping they’d see a 50% increase in sales. When they factored this in, they knew they had to redesign their shopping cart experience. Here’s a comparison of their redesign compared to the old design:As you can see, the new design is greatly improved.
There is a little help section along with guarantees on the right, live customer support, customer testimonials, backend improvements, and they shortened and categorized the form. This resulted in an abandonment rate that went down from 80% to 54%.
Key Findings:-If you have an abandonment rate in the 80% class or above, it’s time to put some focus into a redesign. Changing a struggling homepage while ignoring the checkout experience will keep you stagnant.
Find what the problems are (big or small) and work to fix them. You’ll see improved conversion rates and more income for your business.