Posted in Case Studies on August 9th, 2013
Converting visitors into customers is no cakewalk. With attention span and patience of Internet users getting shorter by the day, your website better catch up to their pace.
And how exactly can you do that? By removing distractions and helping them focus on your primary task – simple!
The hard part is, figuring out what elements are distracting your visitors? Once you have decided the primary goal of your web page, it gets easy from there. Anything that can attract a visitor’s eye or make them click on something that doesn’t influence their way towards your main goal is a distraction.
JellyTelly is an Internet television network for Christian families, just like Netflix. They also provide some games for kids paired with their usual unlimited streaming of original videos. It’s a membership-based site and the homepage plays an important role in pushing the prospects in the conversion funnel.
The site has constantly been testing various elements. The primary focus of this test was to provide only the necessary content to visitors on the homepage to create a more succinct funnel without reducing the value for end-users. So, the test hypothesis was that providing less options or removing distracting elements on the page will increase visits to the signup page.
You can see the Original page of JellyTelly here:
Here’s how the Variation page looked after the changes were made:
As you might have observed in the image above, three main elements were removed from the page:
- Navigation and character images on the top
- Search box on the top-right
- Links in the footer
Because majority of returning visitors on the site are usually existing customers of JellyTelly, the conversion team at Never Settle used the segmentation feature in Visual Website Optimizer to run this test only for new visitors on the site.
The Variation with fewer distractions beat the Original and sent 105% more visitors to the signup page. Kenn from Never Settle reported that this improved total signups for JellyTelly by 5%. Here’s the comparison image for you:
The 105% increase is definitely valuable. Considering that the people who visited the signup page from the homepage, almost doubled, the total signup percentage does seem quite less though. Still, this has given JellyTelly’s conversion team their road map for the next test on the website.
It is important to get the navigation of the site right. You might want to give all the options possible to your visitors so that they can explore the entire site easily, according to their preferences. But this can many times distract them from the primary website goal and reduce conversion rates for you.
For some sites, it is better that they lead their prospects one step at a time instead of providing them with all the possible options to explore the site on their own.
A/B Tests that JellyTelly Can Try
- Image sliders can be replaced with a relevant, static image. Image sliders are the most common conversion killers and popular conversion experts, like Peep Laja and Chris Gorward strongly recommend that you should stop using them.
- A compelling, more-specific headline should be helpful.
- “Download free resources” (even though below the fold) is providing visitors another new call-to-action, which is not related to the main conversion goal of the page. Removing this call-to-action from the page is definitely worth testing.
What Are Your Suggestions for JellyTelly?
Head over to JellyTelly.com and tell me what would you do? How do you think they can improve their conversion rate? Let me know your thoughts in the comments section and I will definitely communicate them to their conversion optimization team.
More optimization awesomeness
Know all that you need to get started:
- What is A/B Testing?
- Is it compatible with SEO?
- How to start your first A/B test?