31 Case Studies on Conversion Optimization

Neil Patel, co-founder at KISSmetrics

31 Case Studies on Conversion Optimization May 2014

Dan McGaw - KISSmetrics - @danielmcgaw !Dan is the Director of Marketing at KISSmetrics, where he get’s the opportunity to help the best marketers in the world measure their marketing and business efforts. Prior to KISSmetrics, Dan was VP of growth at Code School, where he helped the company grow to over 500k users and $400k+ in monthly revenue.

Neil Patel - KISSmetrics - @neilpatel !Neil Patel is a serial entrepreneur, angel investor and digital marketing specialist. He co-founded Crazy Egg and KISSmetrics, and he has spoken at over 100 web marketing conferences.

Doing Business on the Web for 11 Years

@danielmcgaw #KISSwebinar

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1 Headline Tests

2 Removing Page Elements Tests

3 Trust and Security Tests

Agenda

4 Video Tests

5 Misc Tests

Remember!

Get Creative With Your Tests

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Headline Tests

1

37Signals Tested Five Headlines

Headline Tests

The Original Headline

The Winner - 30% Be"er Than Original

Second Place - 27% Be"er Than Original

Third Place - 15% Be"er Than Original

Fourth Place - 7% Be"er Than Original

Obama Campaign Headline Change

Birchbark

Birchbark, 100% increase in traffic and referral conversions

CityCliq Headline Test

• Businesses grow faster online! (25.3% conversion - original)

• Create a webpage for your business (47.8% conversion)

• Get found faster! (31.8% conversion)

• Online advertising that works! (20.2% conversion)

Headline #1

Headline #2 - 31% Increase in Signups

Headlines Tested on Landing Page

Headlines Tested on Landing Page

307% Conversion Rate Increase

Removing Elements on a Page

2

Headline Included

Headline Copy Removed

28% Conversion Rate Increase

With Social Bu"ons

Without Social Bu"ons

JellyTelly

JellyTelly

105% increase in visitors to signup page

5% increase in total signups

FreestyleXtreme - Control

FreestyleXtreme Test

31.38 % Increase Over Control

Taloon Social Bu"ons Test

FreestyleXtreme Test

11.9% Increase in ‘Add to Cart’

Expedia Removes One Field

Variant B Increased Site Profit $12 a Year

Gyminee Long Form Homepage

Gyminee Short Form Homepage

20.45% Increase in Sign Ups

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Trust & Security Symbol Tests

3

Gyminee Short Form Homepage

20.45% Increase in Sign Ups

Express Watches

Bag Servant

Bag Servant

+ 72% increase in visits to affiliate partners’ website + 10% increase in engagement + 60% increase in product exploration

Cook

Cook

40% Increase in Phone Calls

Understand Quran Academy

Understand Quran Academy

32.57% Increase in Sales

Hawk Host

Hawk Host

2-3x Be"er Conversion

Video Tests

3

Device Magic

Device Magic

31% Sign Up Increase

Brookdale Living - Control

Brookdale Living - Variation A

0.85% Increase in “Find a Community” Searches

Brookdale Living - Variation B

3.92% Increase in Searches

Vidyard

• Without video: 6.5% average conversion rate • Video embedded in page: 69% conversion li$ • Video in lightbox modal popup: 100% conversion li$

InDinero

6.8% Conversion Rate

InDinero

11.2% Conversion Rate

Miscellaneous Tests

Voices.com Changes = 400% increase in conversion

Social Proof:

Segmenting Visitors:

Demonstration Videos:

Forex Trading - Control

Forex Trading - Treatment

99.4% Conversion Increase:

Forex Trading

Treatment: Control:

Corkscrew Wine

12.5% Conversion Rate:

Corkscrew Wine = 148.3% boost in conversions

Three Changes, One Big Conversion Boost

Three Changes, One Big Conversion Boost

Betfair

Betfair - Scarcity Box

Betfair - Reciprocity

Betfair - Social Proof

Betfair - Social Proof

The Winner?

Betfair

Beat the Control by 7%

Vast.com Form Tests

Vast.com Form Tests

25-40% Increase in Form Conversions

Paperstone Control

Paperstone Variation 1

Paperstone Variation 2 = 10.67% conversion increase

Bakker - Control

Bakker - Treatment = 104.99% increase in visits

Royal Discount - Control

Royal Discount - Treatment

Notice the difference?

Control: Treatment:

Treatment Improves Conversions

Improved “Add to Cart” Conversions by 36.54%

Questions?

Neil Patel Co-Founder KISSmetrics

@neilpatel

Dan McGaw Director of Marketing

KISSmetrics @danielmcgaw

THANK YOU

Neil Patel Co-Founder

@neilpatel