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AB testing shows 33 per cent conversion rate improvement for debt website
09/08/2010
ClearDebt used A/B testing to show improved conversion rates after changing an image.
A debt resolution company took advantage of A/B testing to improve conversion rates for its main call-to-action.
Anne Holland's Which Test Won has looked at the case of ClearDebt, which tried out two different images in an attempt to entice visitors to take a debt analyser.
While version A had an image of a young woman looking sad, version B utilised a picture of a 'haggard house wife'.
The A/B testing, using Google Website Optimizer, showed that version B got 33% more visitors to click the call to action button than version A.
The author of the report tried to explain why one version may have had a significantly improved conversion rate.
"Although the age of the women may have been a factor, perhaps reflecting the age of the visitor, we suspect the direction in which the women were looking had a bigger impact on the conversion lift," they wrote.
In addition to images, calls-to-action can also be altered by changing copy, although A/B testing would be needed to check on any improvements as a result.
Posted by Jane O'Leary
Anne Holland's Which Test Won has looked at the case of ClearDebt, which tried out two different images in an attempt to entice visitors to take a debt analyser.
While version A had an image of a young woman looking sad, version B utilised a picture of a 'haggard house wife'.
The A/B testing, using Google Website Optimizer, showed that version B got 33% more visitors to click the call to action button than version A.
The author of the report tried to explain why one version may have had a significantly improved conversion rate.
"Although the age of the women may have been a factor, perhaps reflecting the age of the visitor, we suspect the direction in which the women were looking had a bigger impact on the conversion lift," they wrote.
In addition to images, calls-to-action can also be altered by changing copy, although A/B testing would be needed to check on any improvements as a result.
Posted by Jane O'Leary