I think I should make a series of all the A/B tests that I have personally come across in which removing a certain element worked for one company, and adding that same element worked for another. (To understand what I mean by element, you should read this post.) After all, every business is different. And so are their target audiences. Few months back, I came across this wonderful test in which an SEO company went from a content rich page to one with only a form and headline texts, and improved their conversions. I was intrigued, and curious to know the science behind why such pages work, and why even giants like Facebook, LinkedIn and Quora have bare minimum homepages. I have added my findings about why they work, and what the challenges of such a page could be in the same post. Do give it a read. In fact,…

P.S.(the pre-script one): Few days back I did a case study where adding the word “free” increased the button CTR for a company by 99.42%. And when I was looking at this test where a company eliminated the step involving “free”, they actually got a spike in their conversions. No, I am not surprised. A/B testing does question our instincts or what seems right. And a word of caution before I proceed — something that worked for one company, might or might not work for you. The Company EzLandlordForms is a typical example of business formed out of, “Solve a pain point. Even better, solve your own pain point!”. Kevin, the founder, was a landlord back in 2005 when he thought of eliminating the trouble he was facing in creating the perfect lease. He launched the website EzLandlordForms, and since 2006, he along with his team has helped more than…

The Company Corcentric is a financial process automation software. It specializes in Accounts Payable automation, imaging, and workflow solutions. Corcentric maximizes ease of use and eliminates the risk of Accounts Payable outsourcing with a configurable, cloud architecture SaaS model that incorporates advanced imaging technology. Their homepage clearly defines the value proposition of the software. There’s also a neat yellow-colored CTA — asking people to sign up for a demo — on their homepage. If we go by the Von Restorff effect, the yellow colored CTA makes the primary goal of the website stand out pretty well. This is how the original homepage looked like: The Test In this case study we are going to see how the copy on the CTA button affected its click-through rate. This test was run by Greenlane Search Marketing to optimize the conversions on Concentric homepage. The hypothesis was that changing the CTA copy from…