How changing a single word increased click through rate by 161%
Veeam Software, an Elite VMware Technology Alliance partner and a Microsoft managed partner, develops products for virtual infrastructure management and data protection. Veeam is a multinational company with global headquarters in Baar, Switzerland that has more than 800 employees and 39,000 customers worldwide. They use Visual Website Optimizer to run optimization tests on their website http://veeam.com. This case study is about one of their A/B testing wins.
In December 2011, they used KissInsights (now Qualaroo) to run a survey targeted at all visitors to their product pages. The question asked was “What other information would you like to see on this page?” and a lot of answers said “Pricing”. The company does not publish pricing information on their pages because they sell through partners and discounts given out by different partners may vary. However, they did have a “Request a quote” link that led to a Sales Inquiry form. The goal of the test was to increase click through rate to the sales inquiry page.
Changing the link text from “Request a quote” to “Request pricing” will increase the click through rate.
Based on the survey results, they used Visual Website Optimizer to A/B test between “Request a quote” and “Request pricing“.
A straight 161.66% increase in click through rate from 0.54% to 1.40% with 100% statistical confidence (VWO reports 99.9x% as 100%). That’s a huge increase, and it must have taken only about 2 minutes to setup the test. Some of you might feel that this result would be more concrete if the number of leads generated would drastically increase. Well, you’re right. However, optimizing a website involves tweaking multiple steps of the sales funnel. The next step after optimizing the click through rate to a sales inquiry page would be to try and increase the form submit rate.
Veeam have done a lot right here. The first was starting off by gathering data and feedback. The best conversion (and scientific) experiments start with observation and asking for feedback. Then, they listened to their customers. As you probably know, it’s difficult to go wrong if you listen closely to your customers and change accordingly. The final bit of actionable insight is this: be direct and clear in your communication. This is specially true of the web, where consumers are attuned to filtering out anything except the core information they’re looking for. If they don’t quickly find it, they simply bounce.
What do you think of the test? What would you do in the next steps? Also, here is the Sales Inquiry page. What suggestions would you give Olga, the Marketing Manager to optimize the form to increase submit rates? Please share your thoughts and ideas in the comments.
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