How Hyundai increased requests for test drive by 62% using multivariate testing
Hyundai, the Korean giant, not just makes well-engineered cars, they have well-engineered online strategy as well. In the Dutch market, they hired one our certified partners, Traffic4U to optimize conversion rate on their lead-generation pages. Traffic4u is an experienced, international online marketing agency, specializing in Result Driven Online Marketing and since they are our partners, they chose Visual Website optimizer for testing and optimization on Hyundai.nl
In this case study, we catch up with Janco Klijnstra from Traffic4U who talks about how they used Visual Website Optimizer for increasing conversion rate by 62% for Hyundai.
Case Study: using multivariate testing to increase conversions
Hyundai has landing pages for all of their car models where people can request for a test drive or download a brochure. These landing pages mainly get traffic from paid advertising campaigns (but get some direct and SEO traffic too). They wanted to make most from this traffic hence partnered with Traffic4U for conducting a multivariate test on all car model pages.
There were several goals for this test that they wanted to optimize:
- Primary goal was a brochure request and/or request for a test drive
- Secondary Goal was a clickthrough from the car page to the first step of the funnel
- As a check engagement (inverse of bounce rate) was also measured
Why Multivariate Testing?
The main difference between A/B testing and multivariate testing is that in A/B testing variety of changes are done in a single variation while in multivariate testing, every change you make creates a new variation to be tested. So, multivariate testing is useful if you have multiple ideas to test on a page as it tells you exactly which changes impact your conversion rates and which don’t.
Hyundai’s car landing pages have a lot of different elements (car headline, car visuals, description, testimonials, etc.) so it was essential to setup a multivariate test in order to understand which elements influence a visitor’s decision to ask for a test drive or download a brochure.
What was tested?
Traffic4U setup a multivariate test and decided to create variations of following sections of the page:
- New (SEO friendly) text versus control text: hypothesis was that if they change their normal text to SEO friendly text and it doesn’t impact conversion rate, they can permanently implement it for SEO benefits
- Extra Call to action buttons versus no extra buttons: hypothesis was that extra call to action highlighted desired action
- Large photo of the car versus thumbnails: hypothesis was that larger photo entices the visitor and also confirms the visitors initial goal that he/she is on the right page
A total of 8 combinations (3 sections, 2 variations each = 2*2*2) were generated for this multivariate test. Here’s screenshot of the original page:
Results – which variation worked best?
The results of this multivariate test were phenomenal. One of those variations increased conversion rate (request for test drive or brochure) by 62%. And there was a staggering 208% increase in clickthrough rate (step 1 to step 2). Out of the total 8 combinations, can you guess which one increased conversions?
Well, the combination with SEO text, extra buttons and larger images did the wonder. It’s amazing how Traffic4U was spot on for all three changes. Here’s how the variation looked like:
The results of this multivariate test are so phenomenal that it won a silver award in annual WhichTestWon awards!
Lessons learnt and value of Visual Website Optimizer
Traffic4U used lot of heuristics and best practices experience for coming up with variations for this test (larger pictures, clear call to action buttons, etc.). This test demonstrates that doing a proper multivariate test can validate those best practices. It may have been certainly possible that adding SEO text decreased conversions at the expense of extra traffic, however setting up a multivariate or A/B test can settle that dilemma easily.
When we asked Traffic4U about their comments on Visual Website Optimizer, here’s what they had to say:
Visual Website Optimizer was very valuable it made it possible for us as an agency to build our own variations, test on a group of pages and measures different goals at once. Also the Analytics plug-in was very helpful in the analysis for segmentation purposes.
This case study is an excellent example of how a large company (such as Hyundai) works with a specialized conversion rate optimization agency like Traffic4U to use multivariate testing for increasing business metrics such as test drive requests and brochure requests. If it worked for Hyundai, it can work for you too!
Signup for a free 30 day trial account of Visual Website Optimizer to easily setup multivariate tests on your website to increase sales and conversions.
PS. If you liked this piece, you will probably love our other posts. Subscribe to the blog to get research- driven original content delivered right to your inbox, fresh and warm.