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AB testing shows right image for improved conversion rates
21/07/2010
Overnight Prints used A/B testing to work out which image produced better conversion rates.
A printing website used A/B testing to work out what image produced better conversion rates for its pay-per-click landing pages.
In a post on Anne Holland's Which Test Won, the case of Overnight Prints is explained, with a look at its test, conducted using Google Website Optimizer.
The company kept all elements of the pages the same apart from the image in the top corner - version A has examples on business cards and products, while version B had an image of a happy couple.
It turned out that, in terms of clicks on call-to-action buttons, version A had a conversion rate that was 18.2 per cent better.
"Would a different set of people have done better? Perhaps something a bit less stock-photo-y? Maybe. Maybe not," the author of the case study said.
"Some landing pages do much better with happy smiling models... others don't. You have to test to know for sure."
By using multivariate testing, it would have been possible to try out various different elements of a page, although this would require considerable traffic to a website.
Posted by Daniel Wiseman
In a post on Anne Holland's Which Test Won, the case of Overnight Prints is explained, with a look at its test, conducted using Google Website Optimizer.
The company kept all elements of the pages the same apart from the image in the top corner - version A has examples on business cards and products, while version B had an image of a happy couple.
It turned out that, in terms of clicks on call-to-action buttons, version A had a conversion rate that was 18.2 per cent better.
"Would a different set of people have done better? Perhaps something a bit less stock-photo-y? Maybe. Maybe not," the author of the case study said.
"Some landing pages do much better with happy smiling models... others don't. You have to test to know for sure."
By using multivariate testing, it would have been possible to try out various different elements of a page, although this would require considerable traffic to a website.
Posted by Daniel Wiseman