I came across an article on Unbounce published last week which had some interesting statistics on conversions based on A/B testing. It appears testing can not only encompass a subtle tweak in the visual/graphic but it can also involve an entirely different design. The screenshot below is from the Obama presidential campaign in 2008, where A and B were two completely different visuals. B was the “winning combination” and the net/net was an increase in conversion resulting in attaining 2.8 million email addresses and $60 million in donations.
Page A – The Obama team tested several combinations of visuals and CTAs to identify the most effective pair
(Source: http://unbounce.com/a-b-testing/5-businesses-that-used-ab-tests-to-lift-conversion-rates-by-up-to-216/)
Another
example of how A/B testing helped impact sales was Twitter who merely
added a video to their landing page and by doing so increased sales by 216%.
A/B
split testing appears to be an important tool for web-based businesses to find
out what would entice their target audience with simple to bold design changes. Judging from the statistics, it’s
a worthwhile investment - testing can improve the usability and performance of
a website, yielding positive results in conversion and sales.
Interesting post Alice.
ReplyDeleteI guess the basic principles of Marketing still apply no matter what the platform, pilot testing before launch and involving the target market. The emotional appeals as your correctly pointed out in image B is much more powerful along with the tagline.
The integrated nature of the campaign, the use of colors, the consistency in message played a huge role in connecting with their audience and the impressive conversion rates.
I guess adding the zip code and sign up details provided some good information for better understanding and targeting supporters.