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Conversion Ninja

The Battle between Short and Long Pages Continues. Guess which Scored a Point.

Posted in Case Studies on
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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,…

How your Color Choices can help you Increase Conversions (Part 2)

Posted in How To on
GSM.nl VWO case study

This is Part 2 of a 2-part blog post written by David Rosenfeld and Milad Oskouie on how colors can help increase your website’s conversions and revenue. Check out Part 1 here. David Rosenfeld is a director at Infinite Conversions, a conversion rate optimization agency. David spent five years working as a lawyer in Australia and London and three years as an associate in the Mergers and Acquisitions department of a global Investment Bank focusing on technology startups. David’s experience has included significant work on campaign specific conversion optimisation. David holds a Bachelor of Laws and Bachelor of Software Engineering from the University of Sydney and an MBA from the University of Chicago, Booth School of Business. Milad Oskouie is a former lawyer and current analyst at Infinite Conversions. Milad has a background in the law as well as in funds management and financial services. In Part 1, we talked…

A Marketer’s Great Dilemma — Should Thou Direct to What’s Free or to What’s Paid — A/B Tested

Posted in Case Studies on
Winning Variation

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…

Still Haven’t A/B Tested Font-Size on your Website? You Could Score 32% More Clicks!

Posted in Case Studies on
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The Company Who Accepts Amex is an affiliate model website based out of the UK. They list out companies which do and do not accept American Express. Their revenue comes from the commission earned from sales on other websites. Hence, every click on their website literally matters to them. To optimize their website and get more clicks (and hence more affiliate commission), they approached Lone Goat — a web analytic and Conversion Rate Optimization agency. Lone Goat began their task with the first step of analyzing data of “Who Accepts Amex” website. This was done to find the most suitable page to begin their optimization efforts. One of their major discoveries during data analysis was — the ‘companies’ page template of the website produced fewer external clicks per page compared to the ‘categories’ template despite having more page-views. Therefore, this page was chosen to perform the first optimization test. The…

How to Find Hidden Winners

Posted in How To on
Post Result Segmentation

UC Berkeley was once sued for bias against women applying to their graduate programs. Their fall admission figures showed a difference of 25% which couldn’t be just attributed to chance. They successfully defended against this charge with a drill down to department-level segmentation which proved that in fact women had a higher admission rate for most departments; it was just that majority of the female applicants had applied for competitive departments which already had a low admission rate for both genders hence skewing the overall data. Welcome to Simpson’s Paradox and how you can beat it using Post-Result Segmentation to find trends for a certain segment of traffic which could be buried under a mountain of data. Post Result Segmentation. Post Result Segmentation in VWO is an enterprise feature which lets you slice and dice your reports to smaller, specific and targeted segments. This lets you find out the most…

How your Color Choices can help you Increase Conversions (Part 1)

Posted in How To on
Coca Cola color scheme

This is Part 1 of a 2-part blog post written by David Rosenfeld and Milad Oskouie on how colors can help increase your website’s conversions and revenue. David Rosenfeld is a director at Infinite Conversions, a conversion rate optimization agency. David spent five years working as a lawyer in Australia and London and three years as an associate in the Mergers and Acquisitions department of a global Investment Bank focusing on technology startups. David’s experience has included significant work on campaign specific conversion optimisation. David holds a Bachelor of Laws and Bachelor of Software Engineering from the University of Sydney and an MBA from the University of Chicago, Booth School of Business. Milad Oskouie is a former lawyer and current analyst at Infinite Conversions. Milad has a background in the law as well as in funds management and financial services. Most people can choose their favorite color if you ask…

Multivariate Test increases CTA Button Clickthroughs by 9.1%

Posted in Case Studies, Multivariate Testing on
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The Company Established in 1976 primarily as a residential condominium management organization, Provident Hotels & Resorts quickly evolved into a pioneer of the Condominium Hotel Industry. By 1980, they had established one of the first “condo-hotel” properties on the Gulf Coast of Florida. You can reserve rooms in hotels, resorts and condos in Florida on their website providentresorts.com The Test To find out the most promising combination of form title and CTA button text, Sabre Hospitality Solutions Digital Marketing team — the agency hired by providentresorts.com to optimize their website — performed a multivariate test with VWO. Since the reservation console is visible on all their pages, the test was run sitewide by using *websitename.com* pattern to match all URLs. This is how it looks: And after clicking on the dates, the CTA appears which looks like this: The original title on the form, “Make a Reservation” was tested against…

Eliminating One Click + Design Improvement = 33.4% Increase in Conversion Rate

Posted in Case Studies on
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The Company Dachfenster-rollo.de is an online business dealing in window blinds and skylight curtains and is based out of Germany. It is the exclusive importer and distributor of Bloc products in the country. They also offer customized blinds for all types of windows. To improve the conversion rate of their website, they hired ClickValue — an online digital marketing agency. The Test ClickValue did a series of tests on the Dachfenster-rollo website. In this case study I’ll take you through the details of the test that was set-up on one of the most important pages of the website — the page where visitors were required to select the brand of the blind. Originally on this page, visitors had to click on a downward arrow that opened a drop-down list. They could then select one of the available brands and proceed to a different page to choose other specifications such as…

See What @Thomas_Pink_ Learnt When They Tested Their Homepage on 136k Website Visitors

Posted in Case Studies on
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The Company Thomas Pink is a clothing retail business based out of London, UK. Their shirts are inspired from London’s Jermyn Street, home of traditional British shirt-making. Famed for being the authority on shirting, Thomas Pink slowly expanded their offering to the entire range of clothing for men and women. They have many physical store and also sell and ship their products worldwide on their website thomaspink.com To get more sales from their website, they decided to optimize the homepage. This was done in conjunction with the team at Practicology — an independent eCommerce consultancy with a global footprint. In this case study we’ll be covering one of the A/B tests that they performed on the homepage which increased order completions by 12.18%. The Hypothesis To push more people through the sales funnel, Thomas Pink decided to test adding a shirt finder navigational tool. This, they hypothesized, would make it…

The Word “Free”, Thy Presence can Really do Wonders! [A/B Testing Case Study]

Posted in Case Studies on
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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…