113 conversion rate case studies

Reading conversion rate optimization case studies is a great way to get some inspiration on improving your own web pages. To help you level up your own CRO work I’ve compiled 113 conversion rate case studies in this article – read on, learn and enjoy!

#1 Optimizing for mobile decreased HubSpot’s bounce rate by 27%

HubSpot could decrease their mobile bounce rate by 27% by restructuring their landing page. The landing page was originally designed for desktop browser, thus optimizing it for mobile was a low-hanging fruit.

The original design.
Content redesign
Form redesign


Key takeaway: double check your mobile landing page, and test out a mobile-optimized design if you haven’t done so yet.

The original: How We Increased the Conversion Rate on Our Mobile Landing Pages [New Data]

#2 Noah Kagan of AppSumo doubled their conversion rates in multiple steps

Summary: Noah Kagan, the founder of AppSumo doubled AppSumo’s conversion rate in multiple small steps. The key takeaway is not to stop after one or two steps, conversion optimization is never ending. Just make sure you test out each change either independently, or using multivariate testing.

How they did it:
1. They moved the buy now buttom from right to left side.
2. Changed the share links to social proof.
3. The “No Thanks” button was pushed further down on the page.
4. A testimonial was added.
5. Company logos were added as proof.
6. The timer was moved higher.
7. The conversion flow was reorganized, e.g. by making the timer clickable. This was good because the checkout page had a really hihg conversion rate of 80+%.
8. Clicktale.com showed that people hovered on the center of the page with the mouse, so the CTA buttons were moved there.
9. The bundle size was clarified, so that customers know what they would get.
10. Removed distracting links.
11. They clarified redemption times, after getting feedback using SnapABug.com.
12. Text was replaced with images.
13. A faq page was added to address objections.
14. Bonus takeaway: Google Analytics with goals were very helpful.

Original: Improving Conversion Rates: How We Doubled AppSumo’s Conversion Rate in 2 Days

#3 Groovehq doubled their conversion rate with a long-form landing page

Groovehq could double the conversion reading everything they could on landing page design, and then applying it by creating a really long-form landing page.

Their old site.
Mockup for the new one.

The takeaway: Depending on your business long or short form landing pages may convert better. Test both of them!

How we grew conversions 100% by rethinking our design strategy

#4 Pili Pop improved their conversion rate by 500% in their english-teaching app

The original screen leading to the checkout page.

Summary: Using multiple steps rooted in common sense Pili Pop could improve their in-app conversion ratio from 8% to 43%.

How they did it: Improving their conversion rate boiled down to providing detailed product information, combining their offerings into reduced-priced packs, reducing the number of steps to checkout, and reworded the text on the button leading to the product information.

How We Increased Our Conversion Rate By 500%, And How You Could Too

#5 ConversionXL, a data-driven conversion rate optimization agency, improved TruckersReport’s job page conversion ratio by 79.3%

The original.
The new responsive design.

Summary: ConversionXL could improve the job page conversion rate by getting into the head of the truckers, listening to customer feedback, and testing out the hypothesis built using the new knowledge.

The takeaway: Listen to your customers, test, improve, and start again.

Original: Case Study: How We Improved Landing Page Conversions by 79.3%

#6 Web Profits improved the conversion rate for Australian Institute of Fitness by 86%

The original. Note the minimal amount of product information, and lack of social proof.
The new is variation is much more complete.

Summary: By completely rewriting the landing page, Web Profits could improve the conversion ratio by 86%.

Lesson learned: To improve an already well-converting page you need to make drastic changes. Having an easy-to-read landing page is a must, so take care of your wording.

The source: Case Study: How we improved a landing page conversion rate by 86%

#7 CoachUp an athlete-private coach matching service improved their conversion rate by 30%

By collecting data from the successful coach-athlete match-ups,  CoachUp could successfully reorganize their coach-search page, thus improving their conversion ratio.

The takeaways: Building on customer experience data can greatly improve conversions.

Original: How We Used Data Analysis to Increase our Conversion Rate by 30% | CoachUp Engineering Blog

#8 CrazyLister, a $100,000/month ebay seller boosted sales by 220%

Summary: By replacing the old, low quality product page of a GPS device with a high-quality one, CrazyLister could multiply the original conversion rate, and create a new business by becoming a reseller.

Key takeaway: Copy quality matters more than product quality. A good product with bad copy will never sell well. If you plan to sell on ebay, use their analytics product to track your performance.

The source: The Perfect eBay Listing:How We Boosted Our Sales by 220% | eBay Sellers Journey to $100,000 a Month

#9 Conversion Rate Experts, an international conversion rate consultancy, increased their opt-in rate by 25.9% using CrazyEgg

The control.
The test – no sidebar!

Summary: Conversion Rate Experts wanted to increase the opt-in rate of their freebies. To do so, they analyzed their page with CrazyEgg’s heatmap, and found the sidebar to be distracting. By removing their sidebar they could raise their conversion rates.

Key takeaway: Less is more when it comes to landing page design, distracting elements should be removed to raise the conversion rate.

The original: Less is more: how we used Crazy Egg to boost our own conversions

#10 Sales Benchmark Index, a B2B sales and marketing consultancy doubled their conversion rate from 1.5% to 3%

The current SBI website is still based on these results.

Summary: By analyzing their customers, SBI could tweak their website towards the customer’s needs. Implementing the changes in a 4-step process resulted in a 100% higher conversion ratio.

The takeaways: The needs of the customer must come first. A complete redesign is a huge undertaking, so make sure you understand the scope of the project and the details too. When in doubt get more information on your customers.

Original: How We Increased Conversion Rates by Personalizing Our Website to Our Personas [Customer Story]

#11 DIYThemes, a WordPress theme provider, could double their  conversion rate by removing the social proof from their opt-in form

The one in the middle is the winner.

Summary: By removing the social proof from their opt-in form, DIYThemes could double the form’s opt-in rate.

The lesson learned: Social proof usually helps conversions, however this time it was probably a distraction. Never change your website blindly!

The original: Split Testing Software: How We Increased Conversion Rates By 102.2%

#12 Takipi, a server debugging tool, improved their conversion rate by 260%

Just gotta love that googly eyed monster :-)

The summary: Using 7 distinct steps, Takipi could more than triple the conversion rate of their blog.

The lessons learned:
Have only a single call to action on your page.
2. Mix the links to your other blog posts with links to product features. It feels more natural, both readers and search engines will like it.
Retarget the visitors based on interest. For example if you are selling shoes and ties, retarget the ones visiting the ties pages with tie ads only.
Keep your ads simple, they will convert better.
Free giveaways, e.g. a T-shirt can drive great traffic, use it.
Your blog’s main menu should point to your company. Seems like a no-brainer, but it’s still easy to miss.

Source: 7 ways we increased our blog’s conversion rate by 260%

#13 Impact, an inbound marketing agency, removed their blog’s sidebar to increase the conversion rate by 71%

The original blog page, full of distractions.
Impact has switched to these on-page sign-up forms on their blog posts instead of using off-page forms.

Summary: By removing distractions and creating a new, natural-feeling on page sign-up form Impact could improve their opt-in rates by 71%.

The takeaway: Find creative ways to remove distractions.

The source: How We Removed Our Blog Sidebar and Increased Conversion Rates

#14 Ignite Visibility, #1 Internet marketing company in California, raised a client’s revenue by 56% in a single week.

Summary: Using 5 steps, Ignite Visibility could improve a customer’s revenue by 56%. The steps were:
1. A global CTA button, visible on every page, was added.
2. The main CTA was emphasized, while the secondary CTAs were downplayed, guiding the readers in the right direction.
3. The homepage language was simplified.
4. Mobile users got a mini navigation – customers using mobile phones crave simple website navigation.
5. The sidebar got a form with crystal clear CTA.

The lesson learned: use common sense changes first, take extra care of mobile users.

The original: How we Increased Conversion Rates 64% and Revenue 56% in One Week

#15 Conversion Rates Experts, an international conversion rate consultancy, improved the conversion ratio of Voices.com from 5% to 22%

The result.

Summary: Voices.com, one of the leading voice-over marketplaces, started working with Conversion Rate Experts at the start of 2009. In multiple steps the conversion rate was increased from 5% to 22%.

Lessons learned:
Find the objections of your customers to know what you should overcome.
2. Show prominently whatever you are the best at.
3. Segment your visitors.
4. Explain your product and the benefits in clearly understandable terms.
5. Use product videos.

Tools used: CrazyEgg, Google Content Experiments (Google Analytics), UserTesting.com, YouTube video hosting, Survey Monkey & Survey Gizmo.

The original: How we increased the conversion rate of Voices.com by over 400%

#16 UserTesting.com, a user experience testing provider, doubled their conversion rate in 4 steps

Summary: UserTesting.com improved their conversion rate in four steps:
Added CTA to the bottom of the pages for skimmers.
Added a timed popup pointing to the resource pages. This became a huge lead generator.
They A/B tested the most often used forms.
Added a thank you page with links to the resources.

Key takeaways: Focus is a must for A/B testing, it helps you achieve your goals in time. Start with the low hanging fruits, and switch to more difficult targets only afterwards.

The source:
4 Simple Tips That Doubled Our Conversion Rate

#17 Marcus Taylor, founder of Venture Harbour, increased his sales by 332% using urgency

The control.
The challenger.

Summary: Using a timer, Marcus Taylor could improve the conversion rate of his project from 3.5% to 10%.

Lessons learned: Customers react well to urgency, use the kind of urgency that matches your site best. Three kinds of urgency are covered in the article: urgency in the headline or CTA using the word now, stock based urgency (e.g.: only one item left in stock), and countdown timer based urgency.

Source: How Creating a Sense of Urgency Helped Me Increase Sales By 332%

#18 AddThis.com, a social sharing widget provider, A/B tested their website to increase conversions (no hard data)

Summary: AddThis.com redesigned their website in a step-by-step fashion to increase their conversion rate. First they changed the copy, next the site layout, and finally they used UserTesting.com to validate the final design.

Key takeaways: Think in an component-by-component fashion when redesigning your website, verify each step independently.

The source: The Results of Our Own Home Page A/B Test | AddThis Blog

#19 Minneapolis Running used AddThis.com to increase their signups and sales. (no data)

Summary: Using AddThis.com’s audience targeting (webpage popups), Minneapolis Running could increase their subscription and sales.

Source: Minneapolis Running: Using Audience Targeting to Better Engage Their Visitors

#20 ElasticPath, the world’s leading ecommerce provider, increased the conversion rate of the Official Vancouver 2010 Olympic Store by 3%

The control.
The winner.

Summary: Even with a strict time limit, ElasticPath could increase the conversion rate of the olympic store by 3%.

Key takeaways:
Reduce the distractions on your pages.
2. Show alternate product colors if available.
3. Show less products per page.
4. Get ready for long A/B tests, they just take time.

The original: A/B Test Case Study: Homepage

#21 ElasticPath increased the conversion rate of the Official Vancouver 2010 Olympic Store’s checkout page by 21.8%

The first step of the multi-page checkout form.
The variant, a single-page checkout form.

Summary: By switching to a single page checkout the conversion rate was increased by 21.8%

Lesson learned: Depending on your customers single- or multi-page checkout could work better. Make sure you test out both of them:

The source: A/B Test Case Study: Single Page vs. Multi-Step Checkout

#22 Blue Acorn, a premium ecommerce agency, improved the conversion rate of SmartWool by 17.1%

The fancy control and the simple variant.

Summary: SmartWool’s website was already well designed, so low hanging fruits would have been hard to find. Still, a simpler product page improved the conversion rate by 17.1%

Key findings: Higher click-through rates in the control did not translate to higher conversion rates; testing revealed that a simpler, more balanced design with less emphasis on featured products fared better.

Source: [Case Study] SmartWool Sells More Socks With A/B Testing | The Optimizely Blog

#23 Unbounce, an online landing page design tool, could reuse the knowledge from a failed A/B test to improve other websites

“My Account” can convert better than “Your Account”

The overview: Michael Aagard did an A/B test on one client’s website, just to find out that using the word Your instead of My in the CTA decreased conversion rates by 25.66% (e.g. Create Your Account vs. Create My Account). Using this knowledge they replaced the Your with My on their own landing pages, and increased conversions by 90%. The article has a similar description of adding privacy policy reducing the conversion rates.

Takeaway: Knowledge from a failed A/B can be used to improve other pages, given their content is already like the failed variant – just change them to be similar to the better performing original, and test it out.

The original: How Failed A/B Tests Can Increase Conversion Rates

#24 Optimizely,  the #1 website optimization platform, improved the conversion rate of Sony Vaio banner ads by 21.3%

The original.
A test banner, however with worse performance.
The winning variant.

The overview: By A/B testing their banner ads and emphasizing customizability, Sony and Optimizely could squeeze more conversions out of their ad campaign. However mobile users reacted better to the original, promotion-focused ad.

The takeaway: Banner ads must be tested too, you will be surprised by the results! You should start segmenting your customers as soon as possible; this will increase your conversion ratio even further.

Source: Sony A/B Tests Banner Ads

#25 Basecamp (formerly 37signals) added a photo to the landing page, and increased conversions by 47%

The test – according to the article the improvement was 47%.

Summary: Basecamp wanted to test radically new landing page designs, so they tested a short-form landing page with a smiling customer. The original was a long-form page.

Takeaway: If you haven’t yet tested smiling people on your landing page, you should do it ASAP.

The source: A/B testing part 3: Finalé by Jamie

#26 Care2, a community-growing service for non-profits, grew conversions rates for the Marine Mammal Center by 100%

The control.


The treatment.

Overview: By using a Valentine-day theme email campaign for fundraising, Care2 could improve the transaction rate by 100%.

Takeaway: Referring to the actual holiday is always a great idea even if it seems a bit outlandish at first, so test it out next time.

Original: A Valentine’s Day A/B Test Case Study in Action

#27 Changing the CTA button color from green to red improved HubSpot’s conversion rate by 21%

The red variant performed 21% better.

Summary: Changing just the CTA button’s color improved conversions by 21%.

Lessons learned: Test out different button colors if you have not done so already. Buttons colors must stand out as much as possible.

The source: The Button Color A/B Test: Red Beats Green

#28 MarketingSherpa, a marketing research firm, increased their landing page’s conversion rate by 6%

The control.
The treatment.

By carefully building up multiple hypothesis on the customers mindset, MarketingSherpa came up with multiple landing page variants. One of these variants improved conversion rate by 6%.

Takeaway: By getting into the customer’s head it’s easier to create better performing variants. A/B testing is hit and miss even if you are professional, so do not get discouraged.

The source: A/B Testing: How a landing page test yielded a 6% increase in leads

#29 Food Blogger Pro, a community and resource for food bloggers, improved their landing page conversion rate by 138%

Summary: Food Blogger Pro increased their conversion ratio by 138% in multiple steps. They key changes were:
1. Added a video background to the homepage.
2. Added answers to common customer questions.
3. Placed testimonials next to the CTAs.
4. Made the whole website more personal, by adding information on the authors.

Key findings: Videos work great, as do the social-style changes. Big results require a large number of tests.

The original: How we improved our landing page conversion rate by 138%

#30ThetaBoard, an online project management app, improved their conversion rate by 46% in a single hour.

Overview: By adding an interactive product tour, ThetaBoard could increase signups by 46%.

Key findings: Product demos and tours are very important to increase customer trust. So if you have an online product, add free trials and demos. For these projects a little hand-holding is good too, so guide your customers through a typical use-case.

The source: How We Improved Our Conversion Rate 46% In One Hour

#31 Sean Si, founder of Queryz, improved their conversion rate from 2% to 33%

The summary: Queryz, an online survey tool struggled with low conversion rates before implementing user onboarding (helping the new customers through the first step, e.g. with a guided tour). However well-designed onboarding turned the situation over, and increased their conversion rate from 2% to 33%.

Key findings: Show, do no tell – holding the customer’s hand during the first steps can work wonders.

Original: How to increase user adoption rate

#32 Web Profits, an Australian conversion optimization company, turned a failure around, and increased conversion rate by 57%

The original version – pretty simple.
The winning variant, still very simple.

The summary: By testing multiple variants, Web Profits could increase their client’s conversion rate by 57%. However the first tested variant was worse by 50%

Key findings:
1. Tune the landing page to the desired outcome. In this case highly qualified leads were not wanted, so there was no point in creating a detailed landing page.
2. Do not get discouraged by failed tests, just keep moving on. Failure is a part of testing, otherwise you would not even have to test…

The source: Case Study: How we turned failure into a 57% conversion rate improvement

#33 HubSpot, an internet marketing company, improved their old blog posts’ conversion rate by focusing on CTA keywords.

Match your CTA to the page or readers will find it weird and will not convert.

The summary: By matching the CTA keywords to their blog posts’ keywords,  HubSpot could improve the posts’ conversion rate by 87%. E.g. for a blog post on press release templates, the CTA was changed from The newsworthy guide to inbound public relations – Download Now to Free press release template – Download Now.

The takeaway: Matching the CTA to what the user expects is a great way to increase conversions. Non-matching CTA just seems out of place, so people will be less likely to click.

Source: Want to Increase Your Blog’s Conversion Rates by 87%? Try Focusing on Keywords

#34 SamCart, a conversion-optimized checkout page provider, improved the conversion rate by 19.6%

The overview: Using a 5 step process, SamCart improved the checkout page conversion rate by 19.6%. The steps:
1. They restate the value of the product sold on the checkout page.
2. They added a 30 day money back guarantee.
3. They added even more description on the value of the product.
4. The checkout page’s credibility is increased by emphasizing the payment processor’s authority.
5. A consistent design increases conversion rates further.

The takeaway: Good results take multiple steps; if your checkout page has problems, the fastest fix could be to use a ready-made one.

The source: How SamCart Improved Our Conversion Rate by 19.6% | SamCart Blog

#35 UserTesting, a leading usability testing provider, increased ZoomShift’s conversion rate 700% in one month.

Overview: By using user testing, watching how the customers interact with the website, and using the newly gained knowledge to improve the user experience, ZoomShift’s conversion rate was improved from 12% to 87%.

Key findings: User experience testing is vital to improve conversion rates, so do it if you have not done so already.

The original: We Increased Our Conversion Rate 700% in One Month. Here’s How!

#36 StatusPage.io, a website status page provider, increased their conversion rate by 311%

Overview: Statuspage.io improved their conversion rate from 0.136% to 0.424% using the following steps:
1. Added social proof, a page with their well-known customers.
2. They added demonstration videos and screenshots.
3. They added quotes from customers besides their feature list, turning the features into benefits.
4. The customer’s first experience was improved.

The takeaways:
1. Show, do not tell.
2. Use social proof.
3. Your website should have sane defaults for new customers.

Original: How we increased our conversion rate by 311%

#37 Hootsuite, a social media company, improved their twitter engagement rate by 180% in two months

The summary: Hootsuite could increase their twitter engagement with the following steps:
1. Give your audience what they expect from you.
2. Add compelling images to your tweets.
3. Return to copy that works.
4. Show personality in your tweets.

Takeaway: Social media metrics are useful even if they do not seem so. Give them a try.

The original: How We Increased Our Twitter Engagement Rate by 180% in Two Months

#38 Twoodo, a team collaborator provider, increased the activation rate from 2% to 30% in 10 steps

Summary:  For Twoodo it took  10 steps to increase their activation rate:
1. They  started as a private beta to better interact with their first customers.
2. A customer questionnaire was set up to learn more.
3. Customers were offered a skype webinar right away.
4. In-app messages were added to interact with the customers.
5. In-app chat was added too.
6. Customers who did not activate were emailed the next day.
7. A drip email campaign was set up too.
8. As they were working on a team collaboration tool, they could use their own software for collaborating with their customers.
9. A contact form was used initially, however later on this was not necessary anymore.
10. Community building with their FAQ, community and customer support desk.

Takeaway: Talking to your customers is the key to increase your conversion rates.

The original: How we increased our activation rate from 2% to 30% in 10 steps

#39 Qzzr, an online quiz tool, increased content shares by 200%

The overview: Qzzr could increase their Facebook shares by 200% using a three step process.

Key findings: Qzzr used these steps to improve their Facebook shares:
1. Emphasize your Facebook share buttons.
2. Use an engaging headline.
3. Create content readers can identify with.

Original: How We Increased Content Shares by 200%

#40 Incentivibe, a promotional contest cost sharing solution, increased conversion rates by 700% using giveaways for Unbounce’s campaign.

Overview: By creating a giveaway contest with a $500 price, Unbounce could gather 700% more email subscribers. The steps they used:
1. UrgencyUrgency was used, the giveaways were limited to a named month (“May $500 giveaway”).

2. The headline was tested.“Giveaway” vs “Promotion” vs “Sweepstake” was A/B tested to get the best results.

3. Asking for a Facebook like was removed.
4. Page structure counts.The page structure was tested for conversions.

5. Illustrations was changed from text to image:Show, do not tell: a generic image of a gift was added to the contest.

6. Unbounce was clearly named in the contest:Personal note: sometimes people love more details, the more they know the better they react. This could be the same effect.

7. Lightbox was used to emphasize the email-asking form:

Lessons learned: Giveaways and contests are great way to increase audience; combine them with a big prize and the results will be astounding.

The original: 8 Ways to Unlock the Hidden Power of Giveaways

#41 Splitforce, a mobile app A/B testing provider increased ebook revenue using A/B testing

The control with monthly + weekly plan.
The treatment showing the more expensive yearly plan instead of the cheaper weekly.

Summary: By testing pricing variants, MyBook increased subscriptions by 15% and income by 25%.

Key findings: By changing to pricing page with monthly and yearly prices (from monthly and weekly prices) monthly signups increased by 15%. This variant also increased overall cash-flow by 25%.

Original: Case Study: Growing Mobile eBook Revenue +25% with A/B Testing – Big Data, Little Devices

#42 Instapage, an optimized landing page provider, increased signups by 34.1% using 4 A/B tests

Summary: To increase conversions, Instapage ran a variety of tests:
1 Page layout was tested.
2 The CTA headline was tested.
3 The CTA button color was tested.

Takeaway: Landing pages need testing regularily; continuous improvement leads to the top. Instapage has a different landing page for every promotion!

Source: 4 A/B tests that increased Instapage signups by 34.1%

#43 Daily Burn, a premier diet and workout website, increased conversion rate by 20% using Google Website Optimizer

The overcomplicated control.


The simple treatment.


Overview: Daily Burn’s conversion rate was optimized by reducing landing page size and options. Media credibility indicators (“As featured on..”) were pushed up into the top fold.

Lessons learned: Both Google Analytics and Google Website Optimizer needs to be used for optimization and performance tracking; if Google Analytics’s output is not sufficient, data can be exported from Google Analytics and used in other software like JMP or Minitab.

The source: Google Website Optimizer Case Study: Daily Burn, 20%+ Improvement

#44 Wiliam Digital Agency, a Sydney web desig agency increased a CarLoans’ landing page performance by an unknown amount

Summary: With a total landing page redesign, William Digital Agency could improve CarLoans’ landing page conversion ratio with a 68% probability.

Takeaway: Even if you are already using A/B testing tools, like CarLoans.com.au does, you may still get surprisingly good results.

The original: A quick A/B test of landing pages; a client case study

#45 Zion and Zion, a Phoenix advertising agency, improved a Plumbing Master’s conversion rate by 17%

The summary: Using advanced analysis Zion and Zion could declare a “winner” even though there was no statistical difference in the income generated.

The takeaway: Measuring not only conversion ratio but income from the pages, leads generated, and phone calls received is important too. Personally I find it questionable to announce a winner when the income did not change.

Source: Case study: Advanced A/B landing page testing and analyis

#46 Sendwithus, a transactional email provider, improved uSell’s transactional email performance by 8.6%

The overview: uSell, a company helping their customer to sell their used gadgets, could improve their conversion rate by 8.6% by actually measuring the end result of the emails sent, instead of just the email open and click through rates.

Key findings: Over the long term, measuring engagement resulting from the email campaigns is more meaningful than measuring only open and click-through rates. A higher open rate or click-through rate can mean a lower overall engagement rate. So always measure the final outcome.

The original: Case Study: A/B Test Transactional Email For an 8.6% Conversion Lift

#47 Hubspot, a leading inbound marketing company,  improved lead quality by A/B testing


The original form.


The new form variant.


Overview: Hubspot wanted to better qualify their leads for sales – the better they are qualified, the less unnecessary work the sales department has to do. By explicitly naming the options in the sign-up form they could reduce false positives from 60% to 22%.

The takeaway: Small changes can lead to great results too; measuring intermediary performance indicators together with the final indicators is a great way to make well informed decisions.

Original: How an A/B Test of Landing Page Form Copy Improved Lead Quality

#48 Friendbuy, a customer referral solution provider, improved the Call-To-Action click rate by 211% with a new button copy

Overview: By changing the CTA to a button from a link, and tuning the CTA copy, Friendbuy improved conversion rates to the product demo by 211%.

Takeaway: Simple, easy to understand CTAs work better.

Source: The A/B Test That Improved Call-to-Action CTR by 211%

#49 Fatcat Apps, a WordPress conversion specialist, increased conversion rates by 228% (A must read!)

Overview: Using Google Content Experiments Fatcat Apps could increase conversions by 228%. Personal note: it’s a very hands-on article, a must read!

Key findings: Google Content Experiments is a really easy to use tool to test whole-page redesigns. However to test small pages you need to create a copy of the whole page.

The original: How To Set Up A/B Split Tests On WordPress (Using Content Experiments)

#50 Carmelon Digital Marketing  improved Arenaturist’s room booking rate by 52% using a different layout.

The control – note the horizontal form on the bottom.
The treatment with a conventional form.

Summary: For the hotel booking engine Carmelon Digital Marketing switched from a horizontal form layout to a vertical one to improve conversion rates from 0.23% to 0.32%

Takeaway: The vertical form probably worked better because it looked like something the customers already expected.

Original: A/B test case study: Arenaturist booking engine layout

#51 Headscape, a customer experience design company improved conversion rates for Wiltshire Farm Foods by 10,000%

Summary:  The conversion rate of Wiltshire Farm Foods, the UK’s leading frozen meal home delivery service, was greatly improved in 8 steps:
1. Website clutter was removed.
2. The shopping cart was changed to stand out.
3. Visual feedback is provided for almost every change – so customers know if the product was added to the cart, checkout is progressing, etc…
4. Product images got up-sized.
5. Links and buttons were made to stand out.
6. Context sensitive help was implemented to make the purchase experience simpler.
7. Error messages help the customer resolve the issue and continue the purchase.
8. The value added by Wiltshire Farm Foods (compared to Tesco and other companies providing food delivery) was emphasized.

Key findings: Great results come from small successes, with A/B testing the results do not add up, but multiply. Designing for elderly customers require extra care, as they did not grow up using computers.

The source: 8 ways we increased ecommerce sales by 10,000%

#52 Buffer, a social media sharing application, increased landing page conversions by 16%

The original.
The better-looking treatment.

Overview: With a homepage redesign Buffer could increase conversion rates by 16%. Buffer used a clever, step by step process to build up the new homepage based on well informed assumptions,  and validated the new design with an A/B test.

Takeaway: Redesigning your homepage on a component by component basis is a great way to get to an overall great design. Also, make sure your old customers will find the sign-in link.

Original: How We Increased Landing Page Conversion by 16%: Lessons Learned from Redesigning the Buffer Home Page

#53 Visual Website Optimizer, provider of the world’s easiest A/B testing software, increased conversion rates by 62% for Consolidated Label, a provider of custom printed product labels

The control – can you find the CTA?
The variant with the proper, outstanding CTA.

The overview: 
By making the call to action button stand out, conversion rates were improved by 62%

Takeaway: CTA buttons which blend into the page just do not work. However the new button design has to be harmonious with the overall design of the page.

The source: A/B test case study: Call to action button increases conversions by 62% – VWO Blog

#54 Bazaarvoice, a product rating and review solution provider, used ratings and reviews to increase Figleaves.com’s conversion rates.

The summary: By adding product reviews, the conversion rates for individual products grew by 35.27%.

Takeaway: Using social and trust signals are an absolute must if you want good conversions, so use product reviews, customer photos, website trust seals, (money back) guarantees, and show the Facebook Likes (if high enough) on your product page.

The original: Ratings and Reviews increase conversion rates on figleaves.com

#55 Econsultancy, an agency improving everything digital, added images of the customers to product reviews, and improved the conversion rate by 22%

The review snippet without a photo.


The snippet with photo – much more trustworthy.

Using product reviews with customer photos improved conversion rates of Econsultancy’s client, over the original page versions.

Takeaway: Add photos of your customer to reviews; Gravatar is a great source for this. Customers may even upload their photos to Gravatar if asked.

The source: Give product reviews a face to increase your conversion rate | Econsultancy

#56 Visual Website Optimizer, an easy to use A/B testing software provider,  improved Express Watches’ sales by 58.29%

The TrustPilot widget raises conversions.

Even though Express Watches’ website seems to have all that is needed, they wanted to improve their conversions even further. To do this they added a widget from Trust Pilot, which improved conversions by showing customer testimonials.

Key findings: Use trust signals to your advantage, go with ready-made solutions where possible.

Original: Customer Review Widget Increases Sales by 58.29% for an eCommerce Website

#57 Visual Website Optimizer raised Basekit’s conversions rate by 25% with a pricing page redesign

The control.
The variant.

Overview: In just 24 hours, the new design’s superiority was established: with a 95% percent statistical significance the better-looking pricing page won the A/B test.

Takeaway: Pricing page design counts at least as much as the information on the page.

Original: Basekit’s conversions increased by 25% after redesigning pricing page

#58 RJMetrics, a data driven analytics platform,  raised pricing page conversions by 310% using CrazyEgg

The summary: RJMetrics had a hypothesis that the Sign Up link was too low on the page. By testing out a new variant with the Sign Up link visible without scrolling they could increase their conversions by 310%.

Takeaway: Get good at building hypotheses on website problems, this will help you come up with successful A/B tests. Personal note: floating CTA which is visible wherever the customer scrolls can be even better than CTA above the fold.

The source: How One SaaS Company Raised Pricing Page Conversions 310%

#59 AwayFind, an email burden reducing tool, found 91% conversion improvement from new copy and layout 

The control.
The variant.

The overview:
By redesigning the landing page, AwayFind could improve their already well tested landing page. The main differences were emphasizing benefits instead of features, and reworking the layout, in order to make the longer copy fit.

1. Benefits are more important than features.
2. Copy is a bit more important than layout.
3. Even thoroughly tested landing pages have room for improvement.

Original: Homepage Testing: 91% conversion lift from new copy and layout | MarketingSherpa

#60 HubSpot increased an unnamed client’s conversion rate by 105.9% with a homepage redesign

The A/B test.

Overview: By concentrating on the customer’s needs and the company’s best assets, the conversions were raised by 105.9%.

Key findings: The conversions where increased using three steps:
1. The winning variant emphasized the benefits instead of talking about the product.
2. The CTA structure was simplified, now pointing to the company’s most valuable white paper.
3. Graphics was changed: instead of abstract icons the company’s most valuable white paper took center stage.

The original: Extreme Homepage Makeover: How to Increase Your Conversion Rate 106%

#61 LeadPages, the provider of custom landing pages, A/B tested customer testimonials to see a 200%+ improvement without the testimonials.

Simplicity rocks – removing features can increase conversions.

Even though everyone would expect the opposite, the landing page without the testimonials performed way better. The cause was probably the complexity testimonials added to the page.

Lessons learned: Always test your assumptions. What works for others may not work for you.

Source: Split-Testing Customer Testimonials: 200%+ Improvement

#62 ProImpact7, a conversion optimisation agency, tested website versions with and without security seal – just to see no difference.

The summary: Using a McAfee security seal did not improve website conversions at all, in fact it seems to have made them a bit worse.

Takeaway: Do not get stuck on tests which produce no result, just switch to testing other hypotheses.

The original: Security Seal vs. No Security Seal Site Test

#63 A GetElastic reader tested McAfee Secure Badges to see 4-6% conversion improvement

Seals like this can improve conversions, though they do not always work.

The overview: One of GetElastic’s readers tested the effectiveness of the McAfee Secure Badge, to see a fluctuating 4-6% improvement in conversions. Another reader measured a 5.5% improvement from using the Hacker Safe badges. (Hacker Safe was acquired by McAfee. GetElastic is the #1 subscribed ecommerce blog.)

The takeaway: What worsens conversions for one company (see above) may improve conversions for you. Personal note: security may or may not provide meaningful improvement, go for lower hanging fruits first (e.g. CTA button color).

The source: Do Hacker Safe / McAfee Secure Badges Increase Sales?

#64 BagServant, a women’s handbag webshop, increased conversions by 72.05% using a security badge.

The A/B test.

Overview: After reading Tim Ash’s Landing Page Optimization book, BagServant realized they might have a website credibility issue.  Testing a landing page version with the credibility badge improved conversions by 72.05%

Key findings:  The WOW badge may increase the conversion rates for you.

Source: Establishing credibility with a trust badge increases conversion rate by 72.05%

#65 Intuit, a small business and personal finance and tax software provider  increased conversion rate by 211% using proactive chat.

The overview: By using the chat widget which actively engages the customers Intuit could increase conversion rates by 211%.

Lessons learned: Website chat widgets are known to increase conversion rates, proactive chat widgets can be even better.

The original: ProImpact7: How Intuit Increased Conversion Rate by 211% Just By Using Proactive Chat

#66 Visual Website Optimizer helped UnderWater Audio, a webshop for waterproof iPods and headphones, increases conversions by 3.6x

The summary: After a failed redesign UnderWater Audio pressed on with A/B tests and created a simpler website variant. The simple variant performed way better, improving the conversion ratio by 261%.

The takeaway: Customers tend to prefer simplicity. If your website is overwhelming test out a simplified version.

Source: How Simplification Saved Our Website and Increased Conversions by 4x

#67 Views on the Marks & Spencer website relaunch failure from Kathryn McDonnell of WhatUsersDo.com

The summary: After a failed website relaunch, Marks & Spencer reported a 8.1% drop in sales. Kathryn recorded customer’s sessions on the new website, and noticed fatal technical problems.

Key findings: Usability testing is a must; at minimum you should have a look at your own website with a very critical eye.

The original: Where did the Marks & Spencer website relaunch go wrong?

#68 Visual Website Optimizer increases sales by 107% for ExpressWatches, the premier online Seiko dealer

The control.
The variant.

Lessons learned:
Depending on the market you are in, customers may value authenticity more than a low price. Personal note: if you are in a market with price sensitive customers, consider expanding to a market where you can command a higher premium.

Original: 107% increase in sales shows that customers care more for authenticity than low prices

#69 Inchoo, an ecommerce solution povider from Croatia tested OneStepCheckout and Magento’s Onepage Checkout

The overview: After Inchoo’s clients installed OneStepCheckout, they noticed a higher cart abandonment rate. Testing the two checkout pages revealed that Magento’s solution had 2 times more checkout successes. However for most businesses OneStepCheckout works better.

The takeaway: Always test your assumptions.

The source: OneStepCheckout vs Magento’s Onepage Checkout

#70 Insound, one of the first online music stores, improved checkout funnel conversions to 54% by changing just two words.

The A/B test, the top row is the changed headline.

The overview:
After a funnel redesign Insound found that conversions actually got worse, even though they expected an improvement. The hypothesized that the last step checkout step was not clear enough; by changing the button copy from “Continue” to “Review Order” the conversion rates improved to 54%.

Lessons learned:
1. A/B testing is more powerful than user testing.
2. Tablet and desktop users behave differently.
3. The checkout funnel is crucial. Inform you customers how many steps are left and what’s next.
4. Testing depends on website traffic, not on time. You can test assumptions faster if you have a high traffic website.

Original: How 2 Words Lifted Insound’s Checkout Funnel Conversion to 54%

#71 ContentVerve optimized the form for a Danish shipping service website to see a 30% improvement

The old one.
The new variant.

ContentVerve could optimize a three step form without A/B testing to see a 30% increase in conversions. The form was simplified and made easier to understand.

Lessons learned: The personal one: you can get away without A/B testing, by just comparing the before and after performance. However this can lead to losing sales if the new variant is worse. By only using a small percentage of the traffic A/B testing conserves your current conversion levels.

The source: Lead Form Optimization – 30% Lift by Simplifying a 3-Step Form

#72 Stratabeat, a marketing, branding and design agency, increased a client’s landing page conversion rate by 83.23%

Overview: Stratabeat could get this kind of results in multiple steps:
1. They conducted many, many rounds of A/B testing.
2. Images were added and/or grown.
3. The form was moved to the top of the page.
4. Multiple, large client testimonials were added to the page.
5. Benefits were added to the page, above the form.
6 .Trust icons were added – they are a must nowadays.
7. Page headers were customized for every campaign.

Key findings: Multiple small optimizations are the key for a great result.

The original: Increase Your Landing Page Conversion Rate by 83.23% :

#73 Expedia improved conversions and saved $12m by removing an ambiguous form field.

Overview: Expedia’s customers got confused by the “Company name” field in the checkout form, which lead many of them to enter their bank’s name, and later on their bank’s address instead of their own. This in turn caused credit card address verification failures, and loss of sales.

Lessons learned: Company name fields can be extremely unnerving, even more so if they are mandatory.

Source: Expedia on how one extra data field can cost $12m

#74 Yuppiechef, an online store for premium kitchen tools, removed the navigation menu and increased conversions by 100%

The original.
The new one.

By removing the navigation bar from their Wedding Registry signup page, Yuppiechef increased conversions from 3% to 6%.

Takeaway: Simpler design is almost always better. Reduce your customer’s chance to click on anything else but the CTA.

The original: A/B testing case study: removing navigation menu increased conversions by 100%

#75 Peep Laja of ConversionXL tested the “hamburger icon” for a customer, and increased revenue by 4%-6%

Overview: By using the “hamburger icon” for a client’s mobile site, revenue (not just conversions!) were raised by 4% to 6% depending on the icon type.

Key findings: The hamburger menu icon may or may not work for you, but it’s definitely worth testing, particularly for mobile sites.

The original: ConversionXL: Testing The Hamburger Icon for More Revenue

#76 Relevance, a data driven digital marketing agency  removed navigation from AmeriFirst Home Mortgage to increase conversions

The left with the navigation, the right one without.

The overview:
After the navigation bar was removed from AmeriFirst’s home page, the conversions reached around 30%-40%.

Lessons learned: Removing the navigation has a great chance to increase conversions. In the banking sector whole page redesigns are out of questions, as customer will lose trust.

The source: Want a high landing page conversion? Go naked.

#77 Playing around with the pricing is a great way to increase your conversions.

The summary: Different pricing strategies can have a great effect on conversions, just make sure you test them out on your site. Make sure you read the whole article, Peep Laja delivers, as usual.

A suggested pricing experiment:
1.  Create 3 different plans or packages, the middle should be the one you want to sell. An expensive product needs an expensive looking website.
2. The first plan is just a decoy. It costs just as much as the second one, while delivering less value.
3. The second/middle plan has a good price/benefit ratio. Make it’s price end in a 9, and/or signal that the plan’s price was reduced.
4. The third plan is there as a contrast the second one, with a much higher price. It should be way more expensive too. This will make most people choose the middle plan. Just make sure you can deliver the other two too.

Source: Pricing Experiments You Might Not Know, But Can Learn From

#78 Conversion Rate Experts, an international conversion rate consultancy, made Moz $1 million with one landing page and a few emails

The A/B test.

The overview: Conversion Rate Experts used a variety of techniques to build up a great landing page for Moz. The steps they took:
1. Get as much customer feedback as possible.
2. Compile a list of objections and counter them one by one.
3. Test bold assumptions, but on a small scale only.
4. Use text as needed. Objections will take up a lot of space but it does not matter.
5. Offer something of value right away.

The takeaway: Conversion rate optimization is about getting into the head of the visitors, and aligning your offers with their interests.

Original: How we made $1 million for Moz with one landing page and a few emails | Conversion Rate Experts

#79 Savvypanda, an inbound marketing and web design agency, reached 30% conversion rate on one of their own landing pages.

The summary: Using a three step process Savvypanda could create a really high converting landing page for a free infoproduct. The steps were:
1. Start by planning your landing page, always keep in mind the customers’ interests, problems, and objections.
2. Implement the landing page.
3. Fine-tune the landing page using small A/B tests.

The takeaway: Creating a landing page with a whopping 30% conversion rate is possible. Planning and iterative improvement is the key for such high conversion ratios.

The source: How to Get a 30%+ Landing Page Conversion Rate

#80 TenScores, an Adwords campaign optimization company, improved conversions from 19% to 39%

The original landing page.
The winning one, with just a few small changes.


The overview: Using three steps, TenScores doubled their conversion rates:
1. The words “How To” were added to the headline, positioning the product as an educating.
2. Copy was shortened from 5 lines to 1.5 lines.
3. They added a trust badge relevant to the offering.

Lessons learned: Small steps can increase conversions a lot, even though this one is extreme. Personal note: the relevancy of the trust badge is a great idea.

Original: How 3 Baby Steps Boosted Our Landing Page Conversion Rate To 39%

#81 Marketo reduced cost-per-lead by $10.66 by removing form fields.

The test.

Summary: Marketo A/B tested different form lengths, to find the one with the best conversion ratio. The best one was the shortest.

Takeaway: The shorter the forms, the less the customer has to work, the more likely the conversion.

The source: Lead Generation: Testing form field length reduces cost-per-lead by $10.66 | MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas

#82 Econsultancy, an agency improving everything digital, show three case studies where larger images improved conversions

Overview: Using huge images and obscenely large CTA buttons improved conversions in the three case studies. 

Lessons learned: Larger images and CTA buttons will probably improve your conversions, so make sure you test them out! Try grossly oversized CTA buttons too, they may work wonders.

Original: Do bigger images mean improved conversion rates? Three case studies

#83 Step2, leading manufacturer of kid’s toys, increases conversions by  174% using product videos.

The overview: Step2’s products are huge and highly priced, thus impulse buying is out of question. Enter video content: using product videos showing happy children Step2 could increase conversions almost three-fold.

Takeaway: Product videos showing happy customers can work wonders. Test them out!

The original: Video Marketing: Retailer discovers product videos are 174% more likely to convert

#84 Vendio, a free ecommerce store provider, found that removing the signup form increases conversions by 60%

The original with the signup form.


The new one without the form.

By moving the sign-up form from the landing page to it’s own page, conversions were  improved by 60%.

Key findings: Sometimes an extra step does not hurt, rather increases the conversion rates. Always test best practices too, they might not work for you!

Original: Signups increased by 60% after actually removing the signup form

#85 Sierra Tucson, an addiction and mental health rehabilitation facility, got 220% more leads using a long form landing page, with CTA on bottom.

The summary: By switching to a long form landing page, Sierra Tucson increased conversions from 0.78% to 2.48%.

Key findings: Depending on your market long- or short-form landing pages work better, test out both of them. Long form usually works better for high-priced, hard-to-decide products, while short form usually works better for lower priced products.

The original: Web Usability: Long landing page nets 220% more leads than above the fold call-to-action

#86 International Living’s new newsletter, The Untourist, realized a 12.5% conversion rate using a long form copy.

Overview: International Living wanted to start a new newsletter, and used long form copy to improve conversions. The results were three times better than expected.

Key findings: Long form copy can work wonders. Don’t be afraid that it could feel scammy.

Original: How Long Copy & a Clean Landing Page Got 12.5% Opt-ins in Less Than a Month

#87 Conversion Rate Experts, and international conversion rate optimization consultancy, helped Top Cashback to raise conversion rates 17% to 74%

Summary: Top Cashback had a credibility issue; the offers were just too good to be true. To fix the problem the whole website’s pages were tested, with improvements ranging from 17% to 74%.

The takeaway: Non-disruptive techniques can have great results:
1. Find the real reason why visitors bounce.
2. Find out what the visitors want.
3. Attack the whole website.
4. Go for the low hanging fruits first.

Original: How we helped a client become the fifth-fastest-growing company in the UK | Conversion Rate Experts

#88 FietsPunt.nl, a Dutch online biking solutions store, added a customer review widget and increased sales by 36%

The test of the customer review widget.

The overview:
FietsPunt.nl wanted to increase sales. First a Facebook like widget was tested, however it did not really increase conversions. For the next test Trust Pilot’s customer review widget was selected, with great results.

Lessons learned: Trust signals like customer reviews can greatly increase conversions. Trust Pilot provides customer reviews widgets which can be easily embedded into any website. The signal must be relevant to the customer, as already seen with trust badges.

The source: 
Customer review widget increased eCommerce sales by 36%

#89 Vechtsportwinkel.com, a Dutch webshop selling fight sports products, tested KiyOh’s review widget, to see a 19.8% increase in conversions.

The original one without the customer review widget.


The successful challenger.

Vechtsportwinkel.com wanted to determine if KiyOh’s  customer review widget would increase their conversion ratio, so they ran an AB test. The results showed a 19.8% increase in conversions for the variant with the widget.

Key findings: Customer review widgets worth their weight in gold.

The source: KiyOh: Sales conversion rate increases by 20% with reviews

#90 Unbounce, a landing page provider, improved conversions by 41% using smart CTA placement

Summary: By placing the CTA just above the benefit-list of the different plans, conversions were improved by 41% for Unbounce.

Unbounce has a number of takeaways here:
1. Always test your CTA position assumptions.
2. On long pages use multiple CTAs.
3. Add directional cues towards the CTA if not visible.
4. Use a story to guide your readers to the CTA.
5. Use high contrast for your call-to-action buttons.
6. Putting the call-to-action button bellow the fold can work, and should be tested.
7. Do not place your CTA button in a busy area.
8. All your CTAs should have the same purpose.

The original: Where’s the Best Place to Put Your CTA? [Case Study]

#91 WiderFunnel, a conversion optimization consulting company, increased SAP’s conversion rates by 32.5% while adhering to their branding guidelines.

The overview: One of SAP’s PPC campaigns, which directed traffic to a software download landing page, was underperforming. To increase conversions, a conversion rate optimization process was started. Using a conversion optimisation process which took SAP’s branding guidelines in consideration, the landing page’s performance was improved by 32.5%.

The takeaway: Conversion rate optimization is possible even for large companies with strict design guidlines.

The source: B2B Landing Page Optimization Lifts Lead Generation by 32.5% – within Strict Branding Guidelines

#92 By optimizing one of it’s subpar landing pages, HubSpot, an internet marketing company, could raise it’s conversion rate (no hard data)

Summary: HubSpot improved it’s landing page for it’s Google+ for Businesses ebook in twelve steps:
1. The URL was changed to better align with the page title.
2. Navigation was removed.
3. The page header was changed to be more SEO friendly.
4. A form header was added.
5. A link to the privacy policy was added to improve conversions.
6. Keywords were optimized for better SEO results.
7. Copy was lengthened, to communicate value better.
8. The extra text was formatted as bullet points to make it more manageable.
9. Social sharing buttons were added. These are a must.
10. Mandatory form fields were marked as such to reduce the customer’s burden.
11. The button copy was changed to reflect the value the customer will get: from “Submit” to “Download now”.

The takeaway:
If your landing page sucks you will have to attack it on all fronts.

Source: Before & After: The Optimization of a Flawed Landing Page

#93 DonorPro, an award-winning funraising and donor management software, improves revenue 37% through revamped value proposition

Summary: DonorPro, a 21 year old brand, was growing steadily however upon closer inspection the growth was not as fast as they would have liked it. Thus a 5 step process was started to improve the growth:
1. A new brand strategy was developed.
2. They started to use the new value proposition (“Power your purpose”) in all marketing channels.
3. Marketing automation was implemented.
4. Content based marketing was started.
5. The new assumptions were tested.

The takeaway: Never be totally satisfied, there is always a little more room for improvement.

Source: Brand Strategy: SaaS lifts revenue 37% through revamped value proposition | MarketingSherpa

#94 Planet Fitness, a Judgement-Free fitness franchise, improved conversions 68% by adding personalized recommendations

Summary: Since Planet Fitness introduced personalized recommendations, they have seen a 68% increase in conversion, a 12% increase in average order value, and 70% more time spent on their site.

Takeaway: You can get similar results with these steps:
1. Display previous week’s most popular items in your store.
2. Use your own sales data to provide your customers with a best-sellers list.
3. Use the customer’s browsing history to add recommendations.
4. Last minute purchases can be increased by adding cart recommendations to the cart page. Personal opinion: make sure you test this out, just pushing customers around may reduce cart abandonment.

The original: [Case Study] How to Easily Boost Conversion Rates with Personalization

#95 Betting Expert, a free betting community, increased sign-ups 31.54% by tweaking form copy

The sign up form test.

The overview:  
Bettingexpert.com, a free community for sharing betting tips, tools with tipsters all around the world improved sign-up rate by changing the form header from “Join BettingExpert” to “Get FREE Betting Tips”.

Lesson learned: What does “Join BettingExpert” tell you? Do you see the value in this headline? Would you care about joining BettingExpert? What is in it for you?

Now ask the same questions for “Get FREE Betting Tips”.

Bottom line: Get into the head of your customers and write a CTA which gives them a reason to click.

Source: Sign-Up Form Optimization – 31.54% more sign-ups by tweaking form copy

#96 Northern Parrots, a leading retailer of food, toys and accessories for parrots, increased sales 34.7% in 6 months

The summary: By getting into the customer’s heads, Awa-digital could increase Northern Parrots’ conversion ratio. Using customer surveys and website heatmaps, Awa-digital could explore the customers’ desires, and give them what they wanted.

Takeaway: Learning more about your customers is the key to improve sales.

Source: CRO Case Study: How Northern Parrots put our 20% guarantee to the test

#97 Understand Quran Academy improved sales by 32% using a trust badge

The control.
The variant with the seals prominently visible.

Overview: By adding a 30 day money back guarantee badge and an App Store badge both of which are relevant to the offering, Understand Quran Academy could improve sales by 32%

Lessons learned: Highlight the points which you expect to raise conversions, otherwise people just will not notice them. The placement of your warranties count too: people actually have to see it to make an impact.

Source: Eliminating Customers’ Fears with a Trust Badge Increased Sales by 32%

#98 According to Reevoo, a social ecommerce company, bad reviews improve conversion by 67%

The overview: Reevoo, a social ecommerce company, found that customers trust products more which have a few bad reviews. Without negative reviews people tend to think that the reviews are fake or censored, as they are not life-like. The data comes from Reevoo’s 150 partners from the UK, and around the world.

The takeaway: Do not censor bad reviews, they are good for you!

The original: Bad reviews improve conversion by 67% | Econsultancy

#99 Juan Martitegui of MindValley Hispanon improved his web pages’ load time, and increased conversions by  8.47%

Overview: Juan is using Google’s highly optimized server network for his pages. He A/B tested using Google’s servers vs. his own server for the same page, and found that Google’s lower latency improved conversions 8.47%

Takeaway: Webserver performance counts, fixing your performance problems will improve your conversions. Google Page Speed can help you get started.

The source: Increase Conversion Rates By 8.47% Without Changing Your Website

#100 Crystal Ski, a ski holiday specialist, improved homepage conversion rates by 50% with a new design.

The original one – not bad, but not stellar either.
The variant – easier to understand at the first glance!

Crystal Ski redesigned their homepage with a clearer, and easier to understand visual hierarchy. Main graphics and search box where emphasized, and sections clearly labeled. This improved conversions 50%, and reduced bounce rates 20%

Key findings: Strong visual hierarchy leads to clearer navigation, so customers can find what they want easily. This in turn leads to higher conversions.

The original: How Crystal Ski improved homepage conversion rates by 50%

#101 Allinclusive.no,a holiday portal specializing in inclusive travels, improved conversions 36% by replacing the campaign carousel with deliberate copy.

The original one, not so effective.


The new one with the deliberate copy.

The carousel which showed random campaigns was replaced with a copy which actually hit a nerve with the customers. This in turn improved revenue even further as average order size was increased too.

Lessons learned: A well crafted copy can work wonders, getting into the customers’ head will surely work better than just going by gut feeling.

Personal note: The numbers in this study are strange, they do not seem to add up.

The original: Persuasion Design: A Conversion Rate Optimization Framework

#102 Wilson HTM, an investment group,  improved conversions by 52.8% using a simple headline change

The original.


The treatment – tells the investors what they want to hear.


The summary: Wilson HTM, an investment group, changed their headline which resonated well with the audience: “Attention Investors: Are you looking for a fund where the managers are founding investors who are driven to consistently outperform the wider market?”. The headline is very long but communicates what the investors want to hear: they will not get screwed by a management with an opposing interest.

The takeaway: Testing intelligently built-up assumptions based on the customer’s needs is the way to reach high level of improvement.

Original: Case study: How a simple headline improved conversions by 52.8%

#103 An unnamed supplements brand increased revenue 61.5% using  a simple pricing presentation change

The control.


The successful variant.


The summary: Changing a few small but important things on the pricing page lead to a big change in conversions. The headline and CTA copy was changed: “Pricing and Purchase Options” to “Get Your 100% Pure xxx” and “Add to Cart” to “Get 12 Bottles” respectively. Note these change the positioning of the purchase process from a generic point of view, to the viewpoint of the customer getting value. Also guarantees were added, and the middle pricing tier was emphasized.

Key findings:
1. Even small changes can have great results.
2. It’s not the change on the page that counts, but the change in the customers’ head!
3. Value proposition and CTA on the individual products is important too.
4. Emphasize guarantee policy and other reassurances on every step of the conversion funnel.

Source: 61.5% Increase in Revenue from a Simple Pricing Presentation Change (Success Story)

#104 Nikki McGonigal,  a full-time crafter, increased email subscriptions to 1,375%

The lightbox – you may not like them, but boy do they work!

The summary: 
Nikki McGonigal of Nikki, In Stitches put up both an email list sign-up form, and an email-list signup lightbox on her website. The form converts 0.4% of visitors, while the popup box 5.5%.

Key findings: Lightboxes and exit intent popups can give you crazy good results.

The original: The (Easy) Secret To 1,375% More Subscribers – Email Marketing Tips

#105 Matthew Woodward, an internet marketing expert, A/B tested left and right sidebars, and they performed identically

The split test.

Sidebar location did not matter a tad.

Takeaway: A/B tests are called tests for a reason: most of them will not provide any improvement.

Original: Left vs Right Sidebar – Which One Performs Better?

#106 Marketpilicity, a web design and digital marketing agency, improved conversion using a popup.

The overview: By adding a well-design popup, Chris Strom of Marketplicity could improve e-mail opt-in rate 300%.

Takeaway: Even though “hated by many” popup’s performance proves that they are a great tool.

The original: How I Increased my Conversion Rate 300% w/ Optin Monster for WordPress

#107 INTTRA, an e-commerce platform for the ocean-shipping industry, raised conversions 23% using voluntary product demo registration

The summary: By creating an online demo which highlights features and value, INTTRA could increase conversions 23%. The other steps taken:
1. A voluntary  form was added to the demo to get more information from the prospects.
2. A multi-language email campaign was set up to promote the demo.
3. Launch was supported with a press release and sales team materials.
4. A media plan for industry trade publications was put together.
5. Automatic email response was set up for the registrants.

Lessons learned: Show, do not tell – a product demo can work wonders to convince your prospects.

Original: Product Demo with Voluntary Registration Results in 23% Conversion Rate | MarketingSherpa

#108 Express Newspaper uses content recommendations to raise conversions 16%

These suggestions were added to improve conversions.

Using Outbrain for on-page recommendations, Express Newspaper could improve conversions, and keep customers longer on their own website.

Lesson learned: “Second click” is more important than first click – you can get the customer to your page with whatever tactics, but getting conversions is really what counts. 

The source: Outbrain | Express Sees 16% Conversion Uplift With Content Recommendations (Case Study)

#109 Neil Patel, founder of CrazyEgg webpage heatmap tool, doubled visitors in 14 months using long tail keywords.

The summary: By researching keyword variants using  Google search’s online suggestion, Neil Patel improved visitor count from 88,833 to 173,336. 91% of his blog’s traffic comes from long tail keywords.

Lessons learned: If you aren’t using long tail keywords yet, you are missing out on a great traffic source.

The source: How to Use Google Suggest to Grow Your Long Tail Traffic

#110 Wedbudy.com, a wedding website creator, increased signups 73% by eliminating the word “free”

The original does not think with the customer’s head.


The variant with the specialized copy.

By getting inside the customer’s head, Wedbuddy’s copy was changed to a simpler one. This in turn increased signups 73%. An important part of the changes was to switch the CTA from “Start your FREE Trial” to “Start making my website!”. A long list of features was removed too.

Key findings: Focus your copy on value and benefits, listing too many features can have a negative effect.

The original: SaaS Conversion Optimization: Increasing Free Trials

#111 The Weather Channel used multivariate testing to create the right copy, and conversions jumped 225%

Summary: While adhering to webpage design best practices, The Weather Channel built up a new template for the landing page. Once it was ready, variants for the call-to-action, headline text, hero shot, headline graphics were brainstormed and tested. Using such a systematic approach yielded results faster than one-by-one tests could have.

Takeaway: Using multivariate testing can speed up the testing process and give great results. However it needs more traffic and is harder to do.

Takeaway #2: Videos are better than pictures for conversions.

The source: How to Convert 225% More Trial Subscriptions – Multivariate Test Results | MarketingSherpa

#112 Vidyard, a marketing video performance measurement company, increased conversions 100% using a video…

Summary: By adding a video, conversions rates for Vidyard increased from 6.5% to 13%. For this change they used a video which was both engaging and explicit.

Key findings: If you do not have a video yet consider creating one and testing your landing page with and without it.

Source: [Case Study] Using Video to Lift Landing Page Conversion Rate by 100%

#113 Precision Nutrition optimized the landing page bullet list and got a 24.9% conversion rate increase.

The original – the 9 point bullet list in the middle is anything but prominent.


One of the variants with a better looking bullet list.

By reducing the bullet list size from 9 to 6 elements, centering it, and starting the lines with a check-mark, Precision Nutrition could increase conversion rates by 24.9%.

Key findings: Bullet list optimization and simplification can yield great results! Also, optimizing the bullet lists proved to raise conversions more than optimizing the headline.

Source: This Bullet List Test Proves the Value of Great Formatting

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