My name is Melissa Burdon, I’m addicted to online testing, and if there were an “Online Testers Anonymous,” I am 99% certain my clients would not want me to get help!
In my last post, I shared a test we ran for one of our clients, LifeSource Water, where we helped them increase their conversion rate on their homepage lead form by 192%! While it was tempting to sit back and enjoy such a nice win, we knew from experience that we had to keep optimizing and build on the momentum we had developed over time. Our first test validated the hypothesis we proposed, but that hypothesis focused on only one scenario, and we suspected that even within the Late Stage traffic segment, there were several other scenarios that presented opportunities and deserved testing. In other words, we hadn’t picked all of the “low hanging fruit” yet.
With that in mind, we continue to focus our attention on understanding the intent of this client’s late stage traffic. Some of this segment is searching for detailed keywords such as “lifesource water systems” and “whole house water filtration systems,” which qualifies them as Late Stage.
There are basically two common paths (scenarios) the late stage visitor will want to take from the homepage: 1) For those who are just wanting to speak with a water specialist right away, we’ve optimized the form on the homepage, resulting in tremendous improvement. 2) Visitors who are late stage but aren’t ready to fill out a form, and need some more info about the products, will likely move forward by clicking the “product info” call to action in the active window, so this is the second path we are beginning to optimize.
When the late stage visitor lands on the original product page after clicking the link on the homepage, they see great images of each type of water filtration system that LifeSource Water offers, side by side. Note the use of human models to show the “scale” of the product…very smart! We suspect the challenge is that the visitor has a really hard time comparing information for each product side-by-side. Our recommendation for addressing this challenge is to make these images click-able (linked to more information), and to list the corresponding product information under each image.
We are testing the original (control) against a version of this page that features product content in columns, immediately below the corresponding product images. Our hypothesis is that, if we facilitate a side-by-side comparison, more visitors will move forward in their buying process and become a lead. Whether the visitor decides to click on a “product info” link and move to a product page, or decides to click on “Get sizing details,” we assume they will be more likely to fill out a lead generation form asking to speak with a water specialist.
In less than 30 days of testing, the results demonstrate a trend towards a 20% increase in lead conversion rate. With a 93.3% confidence, we want to run the test a bit longer, but it’s definitely trending toward another great win.
Now do you see why I’m addicted to testing?