Great marketers are always looking for inspiration and what better way than to see what some of the biggest brands worldwide are testing on their sites. In this new series of posts, we’re looking at real tests on real websites? These aren’t published case studies or carefully chosen examples. We’ve looked at sites running split tests and captured the variations so that you can see what other brands are testing.
These aren’t our clients so we don’t know the hypotheses and we can’t see the data, but for each test I’ve added a few comments on what we’ve seen.
We’ll kick off with London based laundry provider, Zipjet. They’re currently running a homepage test where they’re adding a Trustpilot badge to the top right of the page:
This is a great test and one that any business can try. Social proof is an extremely strong persuasion principle and this is an effective way to get it in front of as many visitors as possible. A similar test for a leading healthcare company increased sales by 13.6%. This could be even more effective if Zipjet had a higher Trustpilot rating, but I’m confident that this will be a winner for them. Do you agree? Let us know in the comments section below.
Follow up tests could include making the Trustpilot score even more prominent on the homepage, or possibly even including it in the headline.
Our next example comes from UK hearing aid company, Hidden Hearing. This test is a major redesign of their landing page:
There’s a lot going on here, but I’ll break it down into the main changes:
This is a big change on a very significant page of the site and I would expect it is giving some very clear results. How would you have done this differently? Let us know below!
Unfortunately this is an example of one of those conversion optimisation myths that just won’t go away. For many years sites have been trying to get small increases in conversion rates through testing button colours and Wageday Advance is no exception:
Wageday Advance might get a small result from this test, although it could be due to chance so I’d strongly recommend testing it to 99% confidence. Button colours are unlikely to strongly influence users. Ultimately there are three key things a button should do:
Button colour tests can be effective if the button isn’t clear on the page, but Wageday Advance could get much bigger increases from testing the copy of the button, or even better the surrounding content to ensure that users’ concerns are overcome.
Have you had success running button colour tests? Let us know in the comments.
Wufoo is a web form provider owned by SurveyMonkey. They are currently running a test on mobile:
This is a nice, effective test from Wufoo with a clear goal. In Variation #1, the form is shown by default, making it clearer what the next step is, removing an interaction from the signup process (no need to click the button) and reducing the number of options available (just sign up for free without a pro option). This is risky, however, as there is no information at the top of the page to make it clear what the service is.
Often for SaaS products such as this, getting the user signed up and using the product is the key step, so this may work well, however I would want to look at scrolmaps for this page to understand exactly which features people are reading about in both versions.
Has this approach worked for you before? Let us know in the comments.
FreeAgent are running a very big test at the moment with three very different variations:
This is a great test as it uses three very different ways to convince the user:
This test really aims to understand what motivates FreeAgent’s users. It’s not just about adding something to the site. When they have the results they will know clearly which approach is best to use with their customers.
Have you run a test like this before? Let us know in the comments below.
This week we’ve seen five very different tests from across the web including some great examples of brands running tests to really understand their users, and some which are going to be less effective. Check back next week for five more real world test examples.