We always thought that the variant would win, the surprise was that it won with an uplift of just over 30%!
Jonny Longden, Conversion DirectorJourney Further
Product pages are supposed to sell….
But can they sell equally well to all traffic segments?
When the brand High Street TV (HSTV) found low conversions for its best-selling Yawn Beds, it was time to call in the experts.
Journey Further ran a landing page path analysis for the Yawn Bed product page and found a large drop off in conversions, and correspondingly high bounce rates for the paid traffic segment.
User research also indicated that High Street TV could be unfamiliar as a brand, especially when compared to massive platforms like Amazon and Argos. Connecting the dots, the hypothesis was clear.
By creating an anchoring experience via a dedicated PPC landing page where key brand and value prop messaging could be communicated for HSTV, Journey Further expected to see an increase in conversions and a decrease in bounce rate for the Yawn Airbeds.
The Google Analytics integration played a key role since it was used for post-test analysis.
The test had only one variant and was only focused on targeting paid traffic.
The original Yawn Bed product page, with no changes or tweaks. It was served to 7500 tested users over 6 weeks.
Traffic was sent to a new, dedicated landing page that focused on HSTV’s Unique Selling Proposition (USP), and product immersion in a way that the existing product page templates could not.
It was served to 7500 tested users over 6 weeks.
|Main Goal||(Compared to Control)||Confidence of Result||Winner|
|Purchases complete||32.62% increase in purchases.||98.56%||Variant|
The most important aspect of any test is the research which comes afterwards, regardless of the outcome. With this test, the learning has created an ongoing theme where we have identified a whole range of other successful tests and has also opened up new value proposition discussions with the client.
Journey Further is a performance marketing agency delivering Clarity at Speed for the world’s leading brands.
The agency connects clients directly to a senior team, working in real-time and with complete transparency to deliver previously unthinkable results.
Specializing in conversion optimization, paid media and organic search, Journey Further works with both category leaders and high-growth startups, including Sky, Liberty London and ODDBOX.
Convert’s aim is to create great experiences - for now & future generations. The only Climate Neutral Certified A/B testing platform out there, we have created a robust, affordable, feature rich testing platform that’s been an industry favorite for a decade.
But we are not in the business of optimization for profits. We are optimizing for the greater good with a Conscious Business approach, and the will to speak up for changes that will make the CRO space and the world better.
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