At GotVMail, we love testing and optimizing our website. A small investment of time generates significant returns in conversions and revenue. We also learn a lot about our customers and how they interact with the site.
Recently, for one of our test plans, we wanted to optimize our site's sales funnel (each step of the main website navigation). Starting with the first step, the How it Works page, we decided to test the flash video. For the past few years, we've used the video to educate visitors how our service works. It took months to develop, had a custom soundtrack, narration, graphics, the works - and cost a lot of money to make. The two minute video got great feedback in terms of branding. Everyone loved it.
We tested the video we had come to love against a very simple graphic that explained the service in three easy steps: One number - multiple extensions - tons of free advanced features.
The test ran for two weeks with half of the visitors seeing the video and the other half seeing the image. We quickly saw some significant results. The simple image resulted in a 10% increase in visitors getting to the next step of the sales funnel and yielded an 18% higher conversion than the video. So, less work, lower cost, more orders. Not a bad concept.
Do you have a multi-step sales funnel on your site? Ask yourself how you can educate visitors faster and quickly get them to the next step.
Excellent case study for the benefit of visual thinking. My experience is the simpler the communication and the more visual the higher the retention of the information you are trying to communicate. Well done.
Totally agree on making things simple, it is great to see the testing results show that simpler increases conversion.
Hello Owner/Webmaster,
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Arun Saha
Octagon Software Pvt Ltd.