If you’re anything like me you will find the psychology/science/voodoo magic behind what makes visitors convert on or interact with websites fascinating. If you share another trait with me it may be that you have tried A/B tests quite a bit in the past for various mediums and have found that on the whole the differences, or more precisely uplift in conversion rate are small.
So I was delighted to analyse a recent paid advertising campaign we managed for Brandshank.
Disclaimer: I am not giving away the numbers here, percentages only however the sample size was decent enough to make some conclusions, i.e. over 150 unique visitors.
Brandshank custom build websites for the music industry and we are piloting a few potential suitors for regular, large scale display advertising. The sample size of traffic for this particular campaign was the largest, and came from Mixcloud – a music sharing/streaming service. We worked with Mixcloud to only target users that would be interested in the type of solution Brandshank offer (it’s custom built so a little more expensive than free site builder services) but I will hold back the gorey details of the filtering.
On the other pilots we tested though, the results were the same but we will focus on this one as the source of the case study.
We use Unbounce as our weapon of choice for creating landing pages, split testing and monitoring the outcome.
The Bits we tested
So as you can see above, we mainly tested the “above the fold” area for this campaign.
For version A we wanted to test the theory that having a video improves conversions. So we gave that prime spot, and catered the content around it, adding in a focus to the Mixcloud offer strapline and pointing out the ease at which the prospect could interact.
We flipped the content in version B, dropped the video to below the fold and allocated more prominence to the testimonials and the obligatory “tick box” layout of benefits. We also looked to shorten the headline and add the word “Trusted” as the first word of copy.
Interestingly, both versions featured the video but only version B featured 3 testimonials. Version A carried just one, below the fold.
Conclusions & Takeaways
I was delighted to see such a large uplift from an A/B test. It is definitely the most convincing test to date and we have already started using version B against other, more refined versions of the same landing page. As far as takeaways goes from this particular campaign (of course you may find otherwise in your own testing):
- Trust prominence outperforms Video prominence.
- Multi-testimonials + Avatar above the fold = win
- Features and benefits seem to help, for above the fold “interest retention”
- Shorter headlines seem to outperform longer ones.
So that’s it – a short study but a useful one nonetheless for us and hopefully for you.
Keen to gather any of your experiences, please share in the comments!