3. Online businesses that use stock photos are like people who are
trying to be what they are not
4. Stop Using Them!
Few quick reasons why you should avoid stock photos like the
plague:
1. People simply ignore them on a page (eyetracking studies have
proven this)
2. They reduce credibility of your business
3. They look fake. Yucks!
7. The Test
Harrington Movers replaced generic stock photo on their original
landing page and pitted it against two new versions of its landing
page.
Everything in the new versions remained the same, except that:
Version 1 - Showed an image of their crew members
Version 2 - Showed an image of one of the trucks they use for
transportation
Both these images also emphasized Harrington Movers' brand
identity by displaying their logo.
8. Result: The Crew Image Won by 45.45%!
Read the Complete Case Study
Here
10. Let Your Call-to-action (CTA) Breathe!
Loiter stuff around your CTA and you will reduce its impact.
You do know this will impact your conversions. Right?
Your call-to-action needs some space. Respect that.
12. The Test
Main conversion goal : To increase Quote enquiries
Super busy masthead of one of their high traffic landing pages
was tested against a clean masthead.
The new masthead removed distractions that were taking visitors’
attention away from the ‘Get a Quote’ call-to-action. This
increased emphasis on the main call-to-action placed in their
header.
13. Result: The Clean Header Won by 232%!
Read the Complete Case Study
Here
Original masthead (on the
left) had too many
distractions. You can see:
social buttons, hero shot,
talk-to-us, and more.
The new distraction-free
header (on the left) gave
the main CTA the
attention it deserved.
This version increased
leads generated by 232%
18. The Test
Unbounce arranges a weekly demo to provide a walkthrough for
its prospects. To cater to different time zones, they provide
multiple time slots for registration on their landing page.
Their original page contained four slots. The new version tested
against this page was the same, except that time slots this time
were reduced to only three.
19. Result: The Three Slot Registration Page
Improved Conversions by 16.93%
Read the Complete Case Study Here
21. Win Their Hearts
Your target audience
share similar interests
and preferences.
Testing helps you
understand these
similarities that make
them one unified group.
When you begin to
understand what they
like, it becomes easier to
win their hearts.
22. Case Study
Image Outperformed Video, and Recorded a
Conversion Lift of 3.92% (Estimated Additional
Monthly Revenue of $106,000)
23. The Test
Conversion Goal: To increase ‘Find a community’ searches from
the homepage
Brookdale Living offers community living solutions for senior
citizens. Their original page was rather bland and communicated
no value of their offerings. The whole page only displayed multiple
filter options for visitors to refine their search and nothing else.
This page was tested against two new versions. While both the
pages communicated value and were exactly the same, there was
one thing that distinguished them.
Version 1 showed the image of an old lady. In Version 2 though, a
testimonial video (of people sharing their experiences in these
communities) replaced this image.
24. Result: The Image Version Won and
Recorded 3.92% More Searches Than the
Original
It was an easy guess that both the new versions will perform
better than the original. Surprising thing was that the image
version even outperformed the testimonial video version.
25. Why Did the Image Version Win?
It’s quite likely that the aging
demographic of Brookdale Living’s
target audience added the twist to the
results.
As Tommy Walker of ConversionXL
pointed out -- anything that is not text
or images might be “too much Internet”
for the older generation.
Unlike majority of the other Internet
surfers who would have most likely
preferred the video version, Brookdale
Living now understand that their
audience prefer images over videos.
26. Alternative Theory
Alternate theory why video version didn’t win can be that a good
majority of Brookdale Living’s target audience might have slow
Internet speed, spoiling their experience. This theory is based on
data collected from different sources, which shows:
1. Brookdale Living’s target audience over-represented by women
who didn’t go to college and browse internet from home.
27. 2. In US, people who didn’t go to college are less likely to have
high-speed broadband access than those who went to college.
Using A/B tests to learn more about your audience helps
you understand preferences of the demographic you’re
targeting.
This improves your messaging and also gives great
conversion lifts in future tests.
Read the Complete Case Study Here
28. Test Everything
The most important part - Always test before you implement a
change on your website. No conversion tip works for everyone.
About VWO
VWO is an intuitive platform for websites to increase online sales
and conversions by enabling marketers to constantly test and
tweak the marketing funnel and run personalized one-to-one
campaigns in minutes