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JellyTelly Found their Navigation Elements Were a Distraction, Are You Making the Same Mistake?

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.

Our customer, Never Settle, used this very concept to improve the focus on their client’s website, JellyTelly.

JellyTellyJellyTelly 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.

Test Hypothesis

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:

Jelly Telly Original Page

Here’s how the Variation page looked after the changes were made:

Jelly Telly Variation Page

Changes Made:

As you might have observed in the image above, three main elements were removed from the page:

  1. Navigation and character images on the top
  2. Search box on the top-right
  3. 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.

Result

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:

Jelly Telly Comparison Image

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

  1. 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.
  2. A compelling, more-specific headline should be helpful.
  3. “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.

Smriti Chawla

Content Marketer at Visual Website Optimizer by the day, SEO enthusiast by the night. I love reiterating quotes and collecting weird people. You should follow me on Twitter.

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3 Comments
Brian McKenzie
August 9, 2013

1. I’d recommend testing a redesign of the top buttons (Login and Create an Account) so that they fit in more with the design of the page. Right now, they’re so drab compared to the rest that I skipped over them assuming they were probably inconsequential (e.g. something like a legal disclaimer or terms of service).

2. I’d recommend testing a different logo, ideally something is better-tailored to Christian and/or family-friendly entertainment. Maybe a family shown on a television screen all smiling and/or giving thumbs-up to the viewer. I’d recommend testing a version with 2 parents and 2 kids vs. 2 parents, 1 kid, and Jesus.

3. I’d recommend testing a different headline. “All You Can Stream Family Entertainment” assumes that most viewers know what streaming is. I wouldn’t take that for granted. I’d suggest testing “Family Entertainment For All Of Your Devices” or “Family Entertainment For Your TV, Computer and Smartphone” (or whatever your 3 most popular devices are, in order). Also, it’s possible that this market niche is NOT particularly excited about “All You Can [Watch]” — personally, I *don’t* want my family treating television like a buffet.

3.1. I’d also recommend experimenting with something explicitly religious (e.g. “Christian Entertainment” or “Biblical Entertainment”, if mostly accurate) vs. something more secular (e.g. “Family Entertainment” or “Traditional Entertainment.”

3.2. I’d recommend testing “Entertainment” vs. something more specific like “Shows” or perhaps “TV.”

Best of luck! Let me know how it goes.

Smriti Chawla
September 6, 2013

Interesting ideas there, Brian. I particularly liked the one about testing the religious appeal against the secular one.

I’ll definitely communicate these ideas to the Jelly Telly team. Hope they give it a shot and update us about it.

Kenn Kelly
September 7, 2013

Great write up VWO and great feedback Brian.

The logo is a much larger challenge as there is quite a bit of branding and multiple partners and groups to get into alignment but a good idea nonetheless.

We have actually done extensive headline testing in VWO and surprisingly that was the highest performing however due to your comments we threw the headlines back in the hopper and are going to see what comes of it.

Again great feedback and idea, much appreciated.

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