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AB testing improves conversion rate for business directory
28/06/2010
HotFrog improved its conversion rates on its sign up page using A/B testing.
A business directory website used A/B testing to find the best sign-up page and improve conversion rates.
In a post on ABtests.com, Alastair Simpson from Australian company HotFrog explains how it had not changed for almost three years, sticking to a text-heavy page (scenario A) with not much copy to explain the benefits of signing up.
Therefore, it was run in a test against a new version (scenario B) that had detailed information about the advantages of signing up as well as form fields that were more distinguishable from the rest of the page.
It turned out that the new version had a conversion rate of 47.1 per cent, compared to the 40.4 per cent of the previous one.
The author adds: "Scenario B follows a standard design pattern for landing pages. Subsequently it provides more answers to typical questions customers who are thinking of signing up will have when visiting the site.
It has previously been noted that A/B testing can be used to try different versions of form fields, including ones that use a prose format.
Posted by Daniel Wiseman
In a post on ABtests.com, Alastair Simpson from Australian company HotFrog explains how it had not changed for almost three years, sticking to a text-heavy page (scenario A) with not much copy to explain the benefits of signing up.
Therefore, it was run in a test against a new version (scenario B) that had detailed information about the advantages of signing up as well as form fields that were more distinguishable from the rest of the page.
It turned out that the new version had a conversion rate of 47.1 per cent, compared to the 40.4 per cent of the previous one.
The author adds: "Scenario B follows a standard design pattern for landing pages. Subsequently it provides more answers to typical questions customers who are thinking of signing up will have when visiting the site.
It has previously been noted that A/B testing can be used to try different versions of form fields, including ones that use a prose format.
Posted by Daniel Wiseman