Liam Veitch

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. Canotte Golden State Warriors Asics Gel Noosa damskie 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. asics damskie leginsy Disclaimer: I am not giving away the numbers here, percentages only however the sample size was decent enough to make some conclusions, i.e. nike air force 1 low hombre nike air max Black White Jordan Shoes over 150 unique visitors.

The Campaign

Brandshank custom build websites for the music industry and we are piloting a few potential suitors for regular, large scale display advertising. Fjallraven Kanken Mini Nike Air Max 2016 Heren groen The sample size of traffic for this particular campaign was the largest, and came from Mixcloud – a music sharing/streaming service. NIKE FREE RUN Men SHOES

adidas nmd hombre 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. fjallraven kanken 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. Canotte Memphis Grizzlies We use Unbounce as our weapon of choice for creating landing pages, split testing and monitoring the outcome. new balance 420 femme rose

The Bits we tested

a-b testing a web sign up page

So as you can see above, we mainly tested the “above the fold” area for this campaign. asics tiger

Version A

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. Nike Free Run 5.0 Blu Uomo

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Version B

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. fjallraven kanken new balance 577 grey green orange Alabama Crimson Tide We also looked to shorten the headline and add the word “Trusted” as the first word of copy. nike air max dzieciece Interestingly, both versions featured the video but only version B featured 3 testimonials. Canotta Orlando Magic Version A carried just one, below the fold. asics onitsuka tiger mujer NIKE AIR MAX 2018

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. Scarpe Kobe 11 Air Jordan 13 As far as takeaways goes from this particular campaign (of course you may find otherwise in your own testing): – Trust prominence outperforms Video prominence. Nike Air Max 2016 Nero Uomo

– 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. Jake Arrieta Authentic Jersey So that’s it – a short study but a useful one nonetheless for us and hopefully for you.

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Liam Veitch

Posted By Liam

Liam heads up the Production Team here at Tone (amongst other things). Connect with Liam via @toneliam or Google+ Liam Veitch