THRIVE SERVICES USED
Project Overview
A software training provider that sells online membership to IT courses partnered with Thrive Internet Marketing Agency to determine the best possible version of its site elements that will produce desired results.
Thrive ran split tests for six on-page elements, including (1) messaging, (2) homepage above-the-fold, (3) pricing table design, (4) navigation button text, (5) blog page and (6) featured section.
These experiments resulted in a 94% lift in conversions over the original copy, with the test having a 100% level of confidence. Overall, split testing demonstrated a higher calculated conversion rate for the variants (new version) compared to the original versions.
The Execution
Here’s a closer look at the A/B testing process and results for each on-page element:
Messaging
The Results
A page with a message change of 178 characters resulted in a 94% increase in conversions over the original copy, with the test having a 100% level of confidence.
Strategy
The page to ‘view all courses’ is a key point in the conversion funnel. We closely reviewed each word in the call to action (CTA) to determine the best-performing elements that will drive growth.
The original message simply stated how many courses you get access to, which can be overwhelming. We revised the heading to emphasize the end goal, which is to advance your career. We used language dynamically, such as emphasizing “instant” access and having “expert” videos.
These words convey both timing and authority. The end goal of getting a certificate is a tangible perk because it can be displayed on LinkedIn.
Homepage Above-the-Fold Redesign
The homepage banner design lacked professionalism and a wow factor to entice visitors to take action. To make it more appealing and in line with competitors, Thrive created and tested two versions of the design.
Test 1 Strategy:
Redesign with a colorful, darker background. We also included a stock photo of a woman on a computer. While attractive, this design didn’t give the lift we hoped for. This could be because of the darker background or including one woman in the stock photo. Based on analytics, the visitors are split between men and women equally.
Test 2 Strategy:
For this version, the design team created a more graphical, light and gender-neutral concept. We used a plain white background behind the messaging to provide minimal distraction and changed the headline. Everything was nitpicked down to the number of gears on the right side of the page.
The Results
A major design change to the above-the-fold section of the homepage demonstrated a 2% higher conversion rate than the original version (measured in page engagement), with the test having a 93% level of confidence. Visitors were more likely to engage with the second version of the above-the-fold. This test took two attempts to find the winning design, which shows the value of experimentation.
From a design perspective, Test 1 seemed better. However, it did not outperform the original. CRO revised the strategy and worked with our design team on a different approach for Test 2. This test was the winner by far.
Pricing Table Design
The Results
A major design change to the Pricing Page demonstrated a 77% increase in conversions compared to the original version (measured in transactions), with the test having a 97% level of confidence.
Strategy
The original version of the pricing page was not mobile-friendly and lacked visual appeal. Thrive’s design team made the prices and CTA buttons stand out to avoid confusion and made it easy for users to scan the package inclusions for each price.
Navigation Button Text
The Results
Changing the navigation button copy produced a 2.62% higher conversion rate, with a 98% level of confidence. Results showed that potential customers are more likely to click through to see the pricing details.
Blog Page
The Results
The fifth variation of the CTA increased the blog’s calculated conversion rate by 185.71%. This was measured in clicks on the orange button. The winner had 66 conversions versus 23 for the original.
Strategy
The goal was to increase engagement with blogs, which are huge drivers of organic traffic. Specifically, lead users through the funnel to make a purchase. Keeping the CTA on screen as users read the article (but not intrusive) and carefully selecting the copy decreased the bounce rate on the blog page.
Featured Section
The Results
Our design for the homepage increased click-through and transactions on the featured section. It lifted that particular section’s calculated conversion rate by 69.49% and experiment transactions by 35%. The winner had 82 conversions versus 51 for the original.
Strategy
Thrive worked on the hypothesis that changing the image of the homepage’s featured section would increase audience engagement. Studies show humans are drawn to faces, and using them strategically on the website helps build trust. The client’s featured section appeared more credible and realistic by showing an actual screenshot from the course and headshots of the course instructions.