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Focus matters on a landing page and here’s why: 22% increase in sales

Posted in Case Studies on October 24th, 2012

Kaya Skin Clinic is a beauty clinic that focuses on improving the looks of a person by delivering services that enhance beauty and make for radiant skin. The services Kaya offers are quite complex since each skin is unique. Therefore, the dermatologist has to ascertain the best possible treatment and enhancement plan for his/her patient.

Kaya wanted to drive booked appointments and consequently, walk-ins & sales via the web more effectively. Their agency, Ultraviolet Digital, realized that there hadn’t been enough testing done on the landing pages and the conversion rate of the account overall was lower than the category average. Since, the Landing Page is the most important component of driving conversions; they thought they should put them to different tests.  Gautamm from Ultraviolet Digital ran these tests using Visual Website Optimizer to run multiple tests on the landing page with us. Here’s what transpired over 45 days.

Hypotheses

  • Changing the text Call To Action  just above the form will increase the conversion rate and consequently sales.
  • Adding social integration will increase form submit rate

Control

Variation 1

Variation 2

The Result

Simply focusing the CTA just above the form led to such large increases that had a direct impact on the business bottom line.

  • Conversion rate of Variation 1 was 137.5% better than Control (9.5% versus 4 %)
  • CTA change led to increased sales by 22% without a single additional dollar spent on advertising.
  • Adding social integration increased conversion rate by a further 70%

This shows that it’s important to write out your benefits in the CTA. “Expert opinion” indicates that a specialist will be providing his/her views and communicates the value provided by Kaya Skin Care’s experts far better than the very generic “Skin consultation”.

Additionally, the number of people who “Like” the page is a way of displaying “social proof” and builds trust in the mind of the visitor.

Your views?

What do you think about this test? Have you had any similar experiences where focusing the CTA text increased or decreased conversion rate? Let us know in the comments.

Paras Chopra

CEO and Founder of Wingify by the day, startups, marketing and analytics enthusiast by the afternoon, and a nihilist philosopher/writer by the evening!

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15 Comments
Wesley Atkins
October 24, 2012

I love tests like this. So simple, yet so effective. Changing the call to action on the “Submit” button too should gain another bump.

…Something along the lines of “Get your consultation”.

Chris
October 24, 2012

This is awesome, thanks Anik! :)

Gautamm Mehra
October 25, 2012

@Wesley In fact we did do a few iterations and multi variate testing on the submit button as well since we felt the same way. However, the best combination proved to be the change in the CTA and having the submit button as is.

Thats the beauty of testing though, you don’t need to guess anymore, just test and validate! :)

anikbiswas
October 25, 2012

Glad you liked it, Chris!

Dave M
October 25, 2012

This is a great example of a practical benefit easily achieved by testing – thanks for sharing it. I agree about the “submit” button too, it would be better still if it said “Book now” or something similar.

Shane
October 26, 2012

I hate to call BS, but I’m just having a hard time accepting that little change makes that big of a difference. How many impressions of these were served? Do you have any additional numbers that can make me a believer? Std dev? Statistical confidence level?

Pavlicko
October 26, 2012

@Shane – I wouldn’t be so quick to brush this off. I’ve found that the biggest improvements often come from clarifying the message/ CTA.

Siddharth Deswal
October 26, 2012

@Shane,

Thanks for asking. Such questions always keep us on our toes :)

Test 1 (Control vs Variation 1) saw approximately 1100 visitors and confidence level as reported by VWO was 98%
Test 2 (V1 vs V2) saw 2900 visitors with confidence again 98%

In all the testing that Ultraviolet did on this page (there were other tests too), approximately 6000 impressions were served.

However, as @Pavlicko pointed out, clarifying the message almost always increases the conversion rate, assuming of course, that you’ve got your target audience (usually through PPC) correct.

Gautamm Mehra
October 26, 2012

Thanks @Siddharth for clarifying the numbers. To shed some more light on this. This page is the primary landing page for an adwords campaign.

The revised page today receives over 100,000 clicks a month and has consistently out performed all the earlier variations in terms of the click-to-lead conversion.

Additionally, we applied the improved CTA messaging and the social integration to other landing pages and each of them too saw an average increase of 20-25% in lead conversions.

Etienne Juneau
October 29, 2012

Wow, great test, loved it.

We have 40,000 Facebook likes and I’m also about to feature it with more focus on our site.

Thanks,

Etienne

Shane
October 29, 2012

Thanks for the additional figures. I ran them through a confidence calculator and all checks out, although I usually base my decisions on the confidence in addition to a minimum number of conversions, just to be safe.

Casey Gollan
October 30, 2012

Fantastic test results! I like how they used social media without detracting from the call to action. They leveraged their number of facebook fans while not including the “like” button which would introduce a secondary CTA and could have hurt conversions. Great stuff!

Gautamm Mehra
October 31, 2012

@Etienne Glad to hear that you are encouraged to try this out. Let me know how it goes (btw, we used the fb facepile plugin and just tweaked the pixels and rows to make it fit nicely)

@Casey Thanks for the positive feedback. :)

Hide & Seek Media
December 14, 2012

Wow, what a brilliant idea. Was this done with AB testing during the same time period, or was the test done on the same page at two different time periods? Thanks.

Siddharth Deswal @ Wingify
December 20, 2012

It was done in two phases. Initially, Control versus Variation 1 and then Variation 1 versus Variation 2

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