Dr.Muscle Used VWO Leading To Increase In CTR

Carl heard his top competitor doubled his sales after he started using video to market and demonstrate his products, so he decided to test video on this website.

Carl carried out 3 split URL tests.

A/B Test #1 (call-to-action test)

In the first split URL test, he tested 2 variations of the call to action on his sales page.

• Control: Next Page Read Sample of Book
• Variation 1: Watch Video Preview
• Variation 2: Watch my #1 Abs Exercise On Video

Here are the results for this test (goal being click the call to action and go to the next step in the funnel). Both calls to action that hinted at a video significantly increased the number of visitors who clicked to the sales page (step 3). The best-performing variation (variation 1) increased conversion by 14.18%.

A/B Test #2 (salesletter test)

In the second split URL test, Carl tested 1 variation of the sales page:

• The control was a long-form salesletter, which had been tweaked extensively over 2 years.
• Variation 1 was a 1-minute professionally produced video where Carl demonstrated his best abdominal exercise. At the end of the video, the “call to action” said that more exercises could be found in the manual and the workouts.

Here are the results for test #2 (the goal was to go to the next step of the funnel). The video sales page significantly increased the number of visitors who clicked to the price/guarantee page, by 46.15%.

A/B Test #3 (Follow-up test)

The third split URL test was a follow-up test. Through this test, Carl tested:

• The winning video only
• The winning video at the top of the page plus his longstanding control sales letter below

To his surprise, the video-only page won. Here are the results. Adding the long sales letter below the winning sales video significantly reduced the number of visitors who clicked to the price/guarantee page by 35%.

Carl couldn’t explain these results. He shared his best guess:

“I’m guessing visitors were intrigued by the sales video and clicked through to the price/guarantee page to get more info. They may have been turned off by the long salesletter when I added it to the video and lost the excitement created by the short, punchy video.“

Adding the long sales letter below the winning sales video significantly reduced the number of visitors who clicked in the price/guarantee page, by 35%.

Video converts! It did so when mentioned in a “call to action” (a 14.18% increase) and also when used to sell (35% and 46.15% increases in 2 different tests).

As more and more surfers have broadband Internet and powerful computers, video seems to be slowly taking over the web. Carl increased his conversions with video…why not test it and see if it increases yours?