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How Hyundai increased requests for test drive by 62% using multivariate testing

Posted in Case Studies, Multivariate Testing on April 20th, 2011

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:

- 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:

- Winning variation (62% increase in leads) -

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.

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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14 Comments
Marc
April 20, 2011

Next, make the button green of orange and you’ll convert even better…

Andrew
April 20, 2011

I don’t know whether to be disappointed in Hyundai for hiring Traffic4U, or Traffic4U for suggesting the stupidly obvious.

Next up in this series:
Bigger buttons mean more conversion!

Stephan
April 21, 2011

@ Andrew: If I read it correctly the power of the case is not so much in the buttons but the effect SEO friendly text and the use of technology to test it on multiple pages at the same time.
Also: A lot of websites still lack good call to actions, if you need an agency to tell you that, don’t blame the agency.

Chandana
April 21, 2011

multivariate testing is great than other things in SEO

Martijn
April 21, 2011

Since I can read Dutch I can tell you the seo text is actually better written as well. There are also additional textlinks in there to the conversion point…. This one wins the Silver award? Curious what the bronze was…

Etienne Musculation
April 22, 2011

Yep–I would test more of the basic stuff, like a big benefit-driven headline and less navigation.

But for a fortune 500-style company, getting starting with direct marketing principles is already a huge step forward. Let’s give them that.

Best,

E

@Martijn @Etienne:

Sure, it’s testing the obvious for the experts. If you’ve read our dutch blogpost you would have read it was ment function as a business case. Just to show what testing can deliver for them and show the ROI of SEO efforts. It has won an award because of the technical difficulties we had to overcome: testing several unique texts, photo’s in an MVT on a group of pages.

Michael Kjeldsen
April 26, 2011

When reading through these comments it is obvious that grabbing for the lowest hanging fruits is not the way to work as a professional in the industry – now why is that?

Is it because it is “too easy” or is it because we (as an industry) keep pushing boundaries for what to test, and in that process forget to focus on what’s best for the client?

Personally I think this case study is really, REALLY cool because it reminds me to remember to focus on the obvious, rather than focus on those little details (such as a shade of green or a drop shadow) that doesn’t really move my clients, but looks cool in case studies…

[...] Further details about the case study (including different versions of landing page) can be had from Visual Website Optimizer website [...]

[...] Further details about the case study (including different versions of landing page) can be had from Visual Website Optimizer website [...]

[...] Further details about the case study (including different versions of landing page) can be had from Visual Website Optimizer website [...]

[...] A case study from Visual Website Optimizer shows how car maker Hyundai optimized its site by testing various elements. The resulting site was able to make the most visitors ask for a test drive or download a brochure. [...]

[...] the positive influence of call to action buttons. The testing could be in the form of adding a call to action button when original design didn’t have one, testing a different one or even in the form [...]

[...] been following the case studies published by Visual Website Optimizer for some time now. It's always striking to see the out-sized impacts that simple web [...]

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