We Increased Our Conversion Rate By 66% With Two Words from RevaHealth.com on Vimeo.
Our A/B testing of RevaHealth.com is a recurring theme on this blog. We find it is the best way to consistently improve the performance of our site.
Every now and then you get stunning results and this one is a beauty.
Not only did it increase conversion by 64% but it required the smallest of changes. All we did was change the text of a single button.
When users land on our site and search for dentists or other types of clinics they are given back a list of search results.Users who were interested in a particular clinic could click on the search results and a detailed mini-site for the clinic would load. If they wanted to contact the clinic they would either fill out the contact form or look up the phone number.
So our conversion funnel was – Search Result > Clinic Mini-Site > Contact Form > Form Completion or Phone Lookup.
On a hunch we changed the main call to action on the search results from ‘View Details’ to ‘Contact Clinic’. This allowed the user to go straight through to the conversion page without viewing all the details of the clinic. They could still easily get to the mini-site if they wanted more information. We just stopped assuming that they wanted any more information than was already available in the search results.
We had expected it to perform better, but were blown away by the affect that just changing two words had. We also expected there to be a drop in the number of mini-site views, however, the drop was only 6%. What this means is that the user is still viewing the mini-site and all we did was make it easier for them to get in contact with a clinic.
Do any of you have AB testing experiences to report?
Thanks for sharing your testing Ken. It’s great to see that conversions can greatly increase with a little bit of tweaking.
I wonder if people could fill out the form on the listing page would it increase further. One way would be to add a javascript dropping down section, when people click “contact clinic.
Paul
Impressive stats from such a simple change! Well done.
How long did you keep the A/B testing operational for and what way did you split traffic between the two options.
Did you see any geographical differences in the up take with the new button wording?
@plennon
Hi Patrick
We ran this particular test for 7 days as we see fairly significantly different usage between the weekend and week days. We split traffic exactly 50/50 randomly. We have not geographically analyzed, however the bulk of our traffic is UK based.
Hi Paul
We tried this ages ago with terrible results. Mind you at that time we had a very different UI so the results may be better, however normal UI recommendation is to free your conversion pages from distractions and we concluded that putting it into the listing page increase distraction.
It may be worth testing again. Thanks