Using information from its customers’ resumes, Loft Resumes makes the documents more visually appealing.
To help improve website conversion rates, the company hired Conversionlove.com, which uses VWO for its optimization requirements.
This is what the original home page looked like:
To understand possible impediments to conversion, the team conducted some usability tests that revealed that:
Next, they proceeded with a product/market fit survey (created by Sean Ellis). The survey too threw up critical insights about Loft Resumes’ customers:
A short survey on Qualaroo revealed that some people felt that the prices of their services were too high.
Armed with the data and above insights, the team decided that the page needed to be overhauled to improve messaging clarity around its services and benefits. The test hypothesis was that communicating the benefits of their service in a way that would make it easier for prospects to perceive would increase website sales.
They created a redesigned home page that looked like this:
VWO was used to run a Split URL test between the original and the variation. The objective of the redesigned page was to align the design and message better with how prospects think about resumes. The following changes were made:
The newly-designed page beat the original, increasing purchases by 64.8%.
Here’s the comparison image showing both the original home page and the winning variation:
Understanding customers and their needs does pay. Many businesses think they know their customers well and base their marketing plans on this “knowledge.”
A good practice is to periodically capture the voice of the customer through surveys and other avenues. Also, the feedback should not be limited to asking what customers like or dislike about your brand/service.
The more you let customers speak, the better insights you will have and the more effective your A/B test ideas will be. After all, the key is to make sure that your marketing messages match the thoughts of your prospects when they are thinking about buying your product and give them the required answers. Do this well, and you make a sale!
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