SlideShare a Scribd company logo
Neil Patel, co-founder at KISSmetrics
31 Case Studies on Conversion
Optimization
May 2014
Dan McGaw - KISSmetrics - @danielmcgaw
!
Dan is the Director of Marketing at KISSmetrics, where he
get’s the opportunity to help the best marketers in the world
measure their marketing and business efforts. Prior to
KISSmetrics, Dan was VP of growth at Code School, where he
helped the company grow to over 500k users and $400k+ in
monthly revenue.
Neil Patel - KISSmetrics - @neilpatel
!
Neil Patel is a serial entrepreneur, angel investor and digital
marketing specialist. He co-founded Crazy Egg and
KISSmetrics, and he has spoken at over 100 web marketing
conferences.
Doing Business on the Web for 11 Years
@danielmcgaw
#KISSwebinar
Join Neil on Twi er
@neilpatel #KISSwebinar
Join Neil on Twi er
1 Headline Tests
2 Removing Page Elements Tests
3 Trust and Security Tests
Agenda
4 Video Tests
5 Misc Tests
Remember!
Get Creative With Your Tests
WATCH WEBINAR RECORDING NOW
Headline Tests
1
37Signals Tested Five Headlines
Headline Tests
The Original Headline
The Winner - 30% Be er Than Original
Second Place - 27% Be er Than Original
Third Place - 15% Be er Than Original
Fourth Place - 7% Be er Than Original
Obama Campaign Headline Change
Birchbark
Birchbark, 100% increase in traffic and referral
conversions
CityCliq Headline Test
• Businesses grow faster online! (25.3% conversion -
original)
• Create a webpage for your business (47.8%
conversion)
• Get found faster! (31.8% conversion)
• Online advertising that works! (20.2% conversion)
Headline #1
Headline #2 - 31% Increase in Signups
Headlines Tested on Landing Page
Headlines Tested on Landing Page
307% Conversion Rate Increase
Removing Elements on a Page
2
Headline Included
Headline Copy Removed
28% Conversion Rate Increase
With Social Bu ons
Without Social Bu ons
JellyTelly
JellyTelly
105% increase in visitors to signup page
5% increase in total signups
FreestyleXtreme - Control
FreestyleXtreme Test
31.38 % Increase Over Control
Taloon Social Bu ons Test
FreestyleXtreme Test
11.9% Increase in ‘Add to Cart’
Expedia Removes One Field
Variant B Increased Site Profit $12 a Year
Gyminee Long Form Homepage
Gyminee Short Form Homepage
20.45% Increase in Sign Ups
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
Trust & Security Symbol
Tests
3
Gyminee Short Form Homepage
20.45% Increase in Sign Ups
Express Watches
Bag Servant
Bag Servant
+ 72% increase in visits to affiliate partners’ website
+ 10% increase in engagement
+ 60% increase in product exploration
Cook
Cook
40% Increase in Phone Calls
Understand Quran Academy
Understand Quran Academy
32.57% Increase in Sales
Hawk Host
Hawk Host
2-3x Be er Conversion
Video Tests
3
Device Magic
Device Magic
31% Sign Up Increase
Brookdale Living - Control
Brookdale Living - Variation A
0.85% Increase in “Find a Community” Searches
Brookdale Living - Variation B
3.92% Increase in Searches
Vidyard
• Without video: 6.5% average conversion rate
• Video embedded in page: 69% conversion li
• Video in lightbox modal popup: 100% conversion li
InDinero
6.8% Conversion Rate
InDinero
11.2% Conversion Rate
Miscellaneous
Tests
Voices.com Changes = 400% increase in conversion
Social Proof:
Segmenting Visitors:
Demonstration Videos:
Forex Trading - Control
Forex Trading - Treatment
99.4% Conversion Increase:
Forex Trading
Treatment: Control:
Corkscrew Wine
12.5% Conversion Rate:
Corkscrew Wine = 148.3% boost in conversions
Three Changes, One Big Conversion Boost
Three Changes, One Big Conversion Boost
Betfair
Betfair - Scarcity Box
Betfair - Reciprocity
Betfair - Social Proof
Betfair - Social Proof
The Winner?
Betfair
Beat the Control by 7%
Vast.com Form Tests
Vast.com Form Tests
25-40% Increase in Form Conversions
Paperstone Control
Paperstone Variation 1
Paperstone Variation 2 = 10.67% conversion increase
Bakker - Control
Bakker - Treatment = 104.99% increase in visits
Royal Discount - Control
Royal Discount - Treatment
Notice the difference?
Control: Treatment:
Treatment Improves Conversions
Improved “Add to Cart” Conversions by 36.54%
Questions?
Neil Patel
Co-Founder
KISSmetrics

@neilpatel
Dan McGaw
Director of Marketing
KISSmetrics
@danielmcgaw
THANK YOU
Neil Patel
Co-Founder


@neilpatel

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