Makelaarsland is a Netherlands-based brokerage firm. Prospective home sellers can sign up on their website to make the company their estate agent.
The website had a three-step registration process for home listings — Personal Information > Address > Finish.
Towards the right, it had a ‘Need Help?’ section with the company phone number and email ID. Underneath, there was a photo of a woman employee. This is how the page originally looked:
The A/B Test
Traffic Builders, an online marketing firm and a Visual Website Optimizer certified partner, ran an A/B test on Makelaarsland’s lead generation page with an objective to increase the number of home listings. Traffic Builders tested the woman’s image against the photo of a man putting a ‘sold’ sticker on a ‘for sale’ sign.
The second version with the man’s image saw 89% increase in sign-ups as compared to the original version. The test was run for 20 days at 95% statistical confidence before Makelaarsland implemented the changes on its website.
Visual Reassurance did the Trick
According to Traffic Builders’ senior conversion optimization consultant Eva Louwen, the Variation image used a very specific persuasion technique — response efficacy. The psychological principle subtly suggested how the action of signing up the form will ultimately result in the desired outcome of selling the house.
“People that sign up Makelaarsland as their estate agent want to be sure they’ll eventually sell their house. We used this technique by adding an image of a man putting a ‘sold’ sticker on a ‘for sale’ sign. This visual reassurance ended up convincing more visitors that signing Makelaarsland was indeed the right move to make,” said Eva, the author of the test.
“This technique was shown to me during Online Dialogue’s course on Master Of Online Persuasion. I picked it because it addressed the low response/trust issue problem with Makelaarsland,” Eva added.
This is not the first time that A/B testing a different image has increased conversions for a company. One of our customers, ExactTarget, saw its conversions increase by 40% after it A/B tested a different image on its homepage.
A/B tests conducted on lead generation pages always produce interesting results. If you have come across any such test recently, do tell us about it in the comments section.