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Open Mile AB test Variation

Open Mile, the truckload freight broker bridges the gap between people with shipping and carrier needs and the companies who are looking to offer suitable quotes to these customers.

Open Mile freight brokers

Exploiting the best that technology has to offer, Open Mile aims to achieve this by combining their efforts with their web platform, OpenMile.com and the mobile technology.

By automating their traditional process through their online platform, Open Mile accomplishes a two-way win. They make it easy for qualified carriers and shippers to acquire new customers and create better revenue opportunities for them.

This simultaneously also help customers find comparable shipping and carrier quotes, making it easy for them to get the lowest quotes and choose the most viable service provider for themselves.

The Business Need

Now considering the business model of the site, the value proposition of the company seems convincing. The landing page was receiving a good number of visitors as well. Still the 4% conversion rate (or, the lead generation rate, in this case) from one of the primary landing pages of the website (http://openmile.com/shippers/freight-rates/) seemed like a hidden potential treasure that the Open Mile team decided to explore to optimize the full potential of this page for higher revenue generation for the company and its stakeholders.

Testing Goals

The testing goal of the company was thus to increase the lead generation rate from their landing page, http://openmile.com/shippers/freight-rates/.

Open Mile AB test Control

Test Hypothesis

Open Mile realized the need for a complete overhaul of the page masthead, along with a few minor changes on the page. The hypothesis was that by improving the legibility of the masthead copy and allowing the masthead to occupy a large part of the page, the lead conversion rate from the page would increase.

Changes Made by Open Mile

Open Mile AB test Variation

Value proposition was strengthened

Control Page: The weak headline in the control page was unclear. Even when people wanted what their page was offering, they were not able to figure out what exactly are they being offered. As a result, majority of the visitors would usually pass out on the “request a quote” option even when they had nothing to lose.

The earlier headline also underplayed the true “perceived” value of the proposition that the company was offering to its customers.

The overall value proposition thereby probably seemed confusing and non-appealing to the target audience.

Variation Page: The main heading and the subheading was changed to leverage the conversion elasticity of the landing page.

The clarity and hard-hitting impact of the new heading(s) contributed significantly to the decision-making process of the visitors, impelling them to request the free quote. After all, now the prospects clearly understood what is expected of them on the page.

Background was completely changed

Control Page: There are two schools of thought about the image that was a part of the masthead in the control page.

One might argue that the image seemed so relevant and influential for the business of the company, and should thereby help in improving the lead generation rate of the page.

The second school of thought (which was adopted by our customer, Open Mile) suggests that the hero shot of the image stole the entire thunder of the page, distracting people from the call to action. Another point of critique that can be mentioned to support this idea is the lack of contrast on the right-hand side of the image. The image of the red truck almost blends with the orange background behind it.

Variation Page: Going by the second school of thought, Open Mile people decided to do away with the image and have a plain blue background with no image. This allowed visitors to focus more on the call to action than the surrounding hero-shot image.

Distractions were Removed

Control Page: For anyone who understands the basics of A/B testing, this was no-brainer. There were so many distractions that surrounded the CTA on the control page that the conversion rate was disposed to an almost inevitable doom. From headlines that didn’t communicate the desired action to the social media buttons, the distractions around the call to action buttons were ruining the lead generation efforts of this page.

Variation Page: With more effective headlines on the page, these headings were not a distraction anymore. In fact, they sure helped in increasing the conversion rate by making it clear to the visitors what action is expected of them.

The social media buttons were removed. The “talk to us” button was no longer seen in the variation page near the main CTA button. This is also in-line with one of our earlier posts where we talked about how heatmaps help in reducing clutter and increasing conversion rates.

Other minor changes

Before the variation page was tested with Visual Website Optimizer, the decision-makers at Open Mile also tested some minor but important elements on the page to see which ones get more conversions from their visitors, like:

  • Red button color emerged as a clear winner when tested with blue, grey, and green.

All changes together finally gave Open Mile their winning variation page, which made them enjoy 232% increase in their lead generation rate with a statistical confidence of 99.99%. The marked improvement in the latency of the variation page provided Open Mile with a successful test yet again.

Comparison of the two pages

Here’s the entire case summarized in one easily share-able image. Please don’t hesitate to share it with all and sundry.
[pinit url=”https://vwo.com/blog/abtesting-increases-lead-generation-rate/” image_url=”https://vwocontent.s3.amazonaws.com/images/case-studies/OpenMile%20AB%20Testing%20Comparison.png” description=”Freight brokers OpenMile A/B tested a major landing page masthead redesign to increase their lead generation rate by 232% .” float=”left”] OpenMile Landing Page After A/B Testing

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10 Comments

  1. This explain how a little change can just multiplicate leads generation.

    Very good case study article!

  2. I can definitely see why the second one is better. Great job!

  3. This is a phenomenal study. Any time you can put real numbers toward 2 versions of the same thing, one clearly pulls ahead. While the designer in some of us seeks the aesthetics in the control version, the business person must go with the result oriented design in the variation.

  4. Tweet and Like button right below the call-to-action on the control page? Ha.

  5. Hey Joshua,

    I completely agree with your comment regarding the poor placement of the Twitter / Facebook buttons.

    I was doing some reading around chaining together desired user actions. For instance, once a user has performed one action, they are much more likely to do subsequent actions.

    Based on that and the fact that we really didn’t have a strong case for social validation, I moved the Twitter / Facebook buttons to the page immediately post registration.

    -Matt

  6. With you moving the facebook/twitter pages to the conformation page, does that send social signals from a page that isn’t really relevant to a new visitor? What I mean is, are you are getting likes/retweets of a thank you page versus the home page?

  7. How long did this test run? How many visitors, and how many conversions were there in this test?

  8. Hey Robert,

    Robert, I should have clarified: our registration flow is actually done through modals. Depending on how it’s setup, we could either apply the ‘like’ to OpenMile.com or tie it to the the specific page.

    -Matt

  9. Sorry Dan – just saw your question.

    I’m hesitant to publish traffic data, but I can give a bit more detail.

    We had two goals in this test: the first being clicking ‘get a quote’ and the second being an actual form submission to salesforce.

    The ~230% increase was based on form submissions to salesforce. We saw a significant increase in button clicks as well (100%+).

  10. It’s always the small details that matter the most.

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