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By Talia Wolf
CEO, Conversioner
We’ve just finished our first round of tests with one of our new partners & have interesting results that can help in your next optimization test.
The product enables customers to design & personalize their own invitations, greeting cards, slideshows and more. As a photo service, they allow to quickly turn life’s moments into magical digital creations to share with others.
The Goal
The test goal was simple: increase the amount of sales. The status was that users would download the app and pay for the service, our mission was to get more people paying.
At my latest event I spoke about the reason people buy products or services.
To put in a nutshell: We buy products because of what they make us feel about others and ourselves. This is the basic psychological status of our purchasing habits. This is where Neuromarketing hacks step in.
For example, people who buy Apple products buy them to feel sophisticated, unique, different & smart. Yes the product is great too, but it comes with a dream and a sense of achievement. Price is not a factor (mostly).
There are many companies selling the same product or service as you are, and it is up to you to give your potential clients a promise, to sell the dream that comes with your product and not its features. This is what we set out to do in our test using different Neuromarketing tactics.
The original landing page
Once we reviewed our client’s landing pages and completed our research we set off to design a new funnel.
Our research showed that we should focus on the ‘promise’. We won’t be selling invitations or birthday cards, we’ll be selling an unforgettable event, the dream of a perfect event and the perfect wedding/birthday that everyone will remember.
The Test
Variation 1:
Variation 2:
The first step in the funnel was creating the landing pages. Each landing page was designed by text and image to create an experience that enhances fun, love and cherished moments that will come.
The pink colors were chosen to increase femininity and romance while the green color was chosen to establish wealth, relaxation, cool. Green is also known as the easiest color for the eyes to process that making it easier for people to focus on the action (more about the emotional power of color and its effect on conversion optimization).
Other Neuromarketing hacks were introduced via messaging and text and in addition each landing page contained a fair amount of data below the fold helping users and navigating them through each step of the way.
The Results:
Ok be honest, without looking at the results below: which landing page do you think won? (Comment below, we’d love to know)
So, the most interesting thing we established and always tell our clients is that every part of the funnel matters, from banner to checkout. Usually when companies want to improve their online sales, the first place they want to optimize is the checkout but that’s not always the right way to go. What matters is the process, and doing things in a methodological way that can educate us and help us establish a conversion optimization strategy.
And here’s how we prove it; the landing pages didn’t have a huge increase in downloads. Even though at first glance the page is about downloading the app, we didn’t see a large increase in downloads, what we did see is an 65% increase in revenue in the first round of testing! The similar amount of people were downloading the platform but 65% more were purchasing the product. This is to do with the messaging and emotional triggers used on the landing page and why it is important to know where to start optimizing. The entire funnel is important, emotional conversion optimization is about making the small changes along the funnel that trigger something in the user that won’t necessarily increase that particular part of the funnel but will have a huge impact on the funnel as a whole.
We’re already working on the next steps in the funnel and the landing page optimization process, we’ll keep you posted as we go. By the way, the winner is variation 1 🙂
Looking forward to your comments!
This post originally appeared on the Conversioner Conversion Rate Optimization Blog.
About the Author
Talia is a conversion optimization expert, social media advisor & speaker. As CEO at conversioner she is known for helping worldwide companies optimize their funnels & increase their revenue using emotional conversion optimization. Prior to conversioner, Talia ran one of the top social media agencies in Israel, and she consults with several startups helping them build their social reputation, conversion & marketing strategy.
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Talia,
Thanks for sharing and a great example of why testing metrics shouldn’t end with conversion rate! How do you think the results were influenced by the change in button text from “Free Download” to “Download”? I wonder how much the removal of that very powerful word, Free, impacted revenue by helping to pre-qualify visitors prior to the download.
Talia,
Thanks for sharing and a great example of why testing metrics shouldn’t end with conversion rate! How do you think the results were influenced by the change in button text from “Free Download” to “Download”? I wonder how much the removal of that very powerful word, Free, impacted revenue by helping to pre-qualify visitors prior to the download.
Hi Talia,
You says: “The Goal
The test goal was simple: increase the amount of sales”
But your example is about a “Free Download” I don’t understand…
Hi Talia,
You says: “The Goal
The test goal was simple: increase the amount of sales”
But your example is about a “Free Download” I don’t understand…
@Zach Etten
Great question Zach, thanks for asking.
In general the call to action changes from “free download” to “download” when you hover above it (Google regulations). As you know, the important part of a/b testing is actually understanding the results and being able to learn from them and continue optimizing.
When we set out to test our client’s conversion funnel we first start by testing an entire strategy & then once we establish the converting strategy from our first test (like the one above) we can start scaling down to specifics on the page and really understand what makes what tick.
By the way, we do have a case study of removing the word “free” from our landing pages and increasing revenues by 40%. You can check it out here: http://www.conversioner.com/case-studies/
@Zach Etten
Great question Zach, thanks for asking.
In general the call to action changes from “free download” to “download” when you hover above it (Google regulations). As you know, the important part of a/b testing is actually understanding the results and being able to learn from them and continue optimizing.
When we set out to test our client’s conversion funnel we first start by testing an entire strategy & then once we establish the converting strategy from our first test (like the one above) we can start scaling down to specifics on the page and really understand what makes what tick.
By the way, we do have a case study of removing the word “free” from our landing pages and increasing revenues by 40%. You can check it out here: http://www.conversioner.com/case-studies/
Hi @Harold Tamayo , we look at the funnel as a whole. Each part of the funnel is extremely important and we can increase the sales from any point of it. This test started with the LP test and although the clear to action was “download” in a whole at the end results more people were completing the funnel and playing as we designed an experience that suited them.
Hi @Harold Tamayo , we look at the funnel as a whole. Each part of the funnel is extremely important and we can increase the sales from any point of it. This test started with the LP test and although the clear to action was “download” in a whole at the end results more people were completing the funnel and playing as we designed an experience that suited them.
Brilliant paper Talia…opened up new vistas for me in creating the ideal funnel.
Brilliant paper Talia…opened up new vistas for me in creating the ideal funnel.
The target audience is also a big factor for what types of visuals will work best for conversion. With this example, I would expect the target audience to be primarily younger to middle-aged females…so cute puppies, babies, and kids would make sense for the “neuro” aspect. If this site was targeted at males, then the visuals would need to be different (pretty women, cars, etc.). Am I right?
The target audience is also a big factor for what types of visuals will work best for conversion. With this example, I would expect the target audience to be primarily younger to middle-aged females…so cute puppies, babies, and kids would make sense for the “neuro” aspect. If this site was targeted at males, then the visuals would need to be different (pretty women, cars, etc.). Am I right?