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This week they hosted the “WhichTestWon Awards” – Last year’s best testing project. Here are my favorites:
1. Avis
This is a good example of “Extreme Testing” – Take a well-functioning site that already has been tested plenty of times and has a high conversion rate.
Then remove all yada-yada and strip the page down to a bare minimum
The result: 74% increase in bookings. Wow!
2. Hubspot
The interesting thing about this test is that everything is identical on the test versions except for title texts.
The first version asks visitors “Who are you?”, the second “What goals do you have?” Did dit make much difference?
Yeah, a 49% difference!
3. Vegas.com
Here’s another example of what happens when you strip down a page as much as you can.
Vegas.com had made a stripped down mobile version of its home page. Then they thought – “What would happen if we took our mobile version and showed it on the Web?”
Well, how about reducing the bounce rate with 22%?
(Please note that the use of the word “Strip” when talking about a Vegas site is purely coincidental.)
4.Westwood College
This test is about “The devil is in the details” and that “Privacy Matters”.
Westwood College added a short text about its privacy policy below the submit button.
The result: 19% more people filled out the form
5. Jules.fr
We already know that good product images play a major role for conversion on E-Commerce sites.
But exactly how large a role and what really defines a a “good” product image, is harder to tell.
This test showed the same clothes on a human model or a just a picture of the garment only.
The winner led to 44% more purchases.
Which one was the winner? See if you can guess it here>>
6. Vendio
A common question is whether to put the submit form directly on the landing page or on a standalone form page?
The answer is obvious – Test!
This test was focused on just that. Consider this:
If the form is located directly on the page, it is good because you do not have to click through to a new page, so you minimize the risk of losing visitors who don’t click through.
ON THE OTHER HAND
A visitor who thinks he or she has not enough information to make a decision will get a sense of “Too much, to soon” and start looking for the back button.
Which factor is the strongest in each particular case, you will only find out by testing.
The winner in this test led to 59% more signups.
Which one it was – You can guess for yourself here>>
A final word
As you can see there are lots of big and small elements to test. And an enormous potential for conversion gains.
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