10 KICKASS A/B TESTING CASE STUDIES

by VWO

“There is a tendency to think experimentation and testing is

optional. I fundamentally believe that is wrong.”

— Avinash Kaushik, Occam’s Razor

VWO offers more than 150 case studies on successful A/B tests performed by its clients.

Find the 10 most interesting case studies here.

1. REMOVING PROMO-CODE BOXES FROM CHECKOUT PAGE INCREASED TOTAL

REVENUE BY 24.7%

Analysis:Upon seeing the promo-code b o x e s , m a n y v i s i t o r s w e re prompted to leave the payment process in between and search for the discount coupons elsewhere. Key Takeaways: • Keep your checkout page free

from distractions. • Offer applicable promo-codes on

product description pages. Find full case study here

2. INTRODUCING HOTTEST-SELLING SERVICES ON HOMEPAGE BOOSTED

ENGAGEMENTS BY 40.87%

Analysis:With top selling services (and direct links to their rates) on the homepage itself, the number of clickthroughs increased. Key Takeaways: • Lessen the number of clicks

required for a conversion. • Give a place to your star-

performing products/services on homepage.

Find full case study here

3. DISPLAYING COMPETITORS’ HIGHER

PRICES MADE CONVERSIONS JUMP BY 10%

Analysis:A price-comparison module that displayed competitors’ prices was added on product pages. It helped feature company’s competitive advantage effectively, and boosted conversions. Key Takeaway: • Highl ight your compet i t ive

advantages better.

Find full case study here

4. PLACING TRUST BADGES ABOVE-THE-FOLD

INCREASED CONVERSIONS BY 32%

Analysis:Trust badges that displayed company’s USPs were repositioned above-the-fold. They helped create a trustworthy image in visitor’s mind instantaneously. Key Takeaway: • P o s i t i o n y o u r c o m p a n y ’s

d i f f e re n t i a t i n g f a c t o r s o n homepage prominently.

Find full case study here

5. REMOVING DROP-DOWN MENU FOR PRODUCTS

SOARED REVENUE BY 56.43%

Analysis:Removing drop-down menu and offering a new page with products’ images and descriptions, helped visitors find a suitable product for themselves. Key Takeaway: • Make your product information

easily available to visitors.

Find full case study here

6. MINOR CHANGE IN HEADER IMAGE REALIZED

7.8% MORE CTA CLICKS

Analysis:The ‘lifeline’ with circular graphic elements was distracting visitors’ attention away from the CTA. After its removal, clicks on CTA button increased. Key Takeaway: • Declutter the space around your

CTA.

Find full case study here

7. REVAMPED LANDING PAGE INCREASED MONTHLY REVENUE BY $106000

Analysis:The new landing page with added features — credibil ity logos, relevant images, testimonials — offered more value to visitors . Key Takeaway: • Display your credibility features

to visitors clearly. • Use images or videos according

to your ta rget aud ience ’s preference.

Find full case study here

8. MULTIVARIATE TEST ON CTA TEXT AND FORM-TITLE

RESULTED IN A 9.1% HIGHER CTR

Analysis:12 combinations for conversion form’s title and CTA text were tested. Combination #12, which reflected visitors’ choice of action aptly, won. Key Takeaway: • Make your CTA text reflect

visitors’ choice of action.

Find full case study here

9. REPLACING STOCK IMAGE WITH A REAL PICTURE ON HOMEPAGE LED TO A 161%

RISE IN CONVERSIONS

Analysis:Stock image was not unique — it was found in competitors’ sites. New (real) image added more credibility to the company. Key Takeaway: • Ensure that your pictures are

unique, or of real stakeholders — employees, students, etc.

• Use relevant pictures.

Find full case study here

10. ADDING THRESHOLD FOR FREE SHIPPING INCREASED

AOV BY 7.32%

Analysis:With a diverse product range of premium and less-expensive products, the f ree shipping threshold was cleverly set at $75. It resulted in increased revenue and AOV. Key Takeaway: • Tr y o f f e r i n g ( c o n d i t i o n a l )

incentives to your customers for improving sales.

Find full case study here

Start your own A/B testat vwo.com

THANK YOU

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