3 live cases that will inspire you to implement effective lead generation tactics on your website.

1. 3 Case Studies on Generating More Leads from Your Website
(Including Key Takeaways)

2. About VWO
VWOisaleadingA/Btestingplatformusedbymorethan3,700brandsin75countriestooptimizetheirwebsites.
CompaniessuchasHyundai,BetfairandExactTargetuseVWOtounderstandandanalyseonlineuseractivityandbehaviour.
VWOoffersmarketersaneasy-to- implementanduse,buthighlyeffectiveA/Btesting,multivariate, behaviouraltargeting,usabilityandheatmaptestingsolutionthatrequiresnocodingknowledge.
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3. Table of Contents
Introduction
CASE STUDY #1
Replacing Landing Page Video with Image Increases Conversions by 3.92%
CASE STUDY #2
Masthead Changes Increased Lead Generation Rate by 232%
CASE STUDY #2
Adding Real Images Instead of Stock Photos Increased Conversions by 45.45%

4. Introduction
AccordingtoastudyconductedbyMarketingSherpaontheaverageconversionratesfordifferentindustries,websiteconversionsrangesomewhere2%infornon-profitenterprisestoamaximumof10%forprofessionalorfinancialservicesfirms.

5. Replacing Landing Page Video with Image Increases Conversions by 3.92%
CASE STUDY #1

6. Background
BrookdaleLiving.comoffersvariouscommunitylivingsolutionsforseniorcitizens.Itoffersservicestothoseplanningonlivingindependentlytothoseneedingcaregiversornursinghelp.
BrookdaleLiving’s‘FindaCommunity’pagewasincrediblyunderutilizedwithjustabare- bonestructure.Itwasverystarkwithnographics,testimonialsorcontenttoencouragethevisitortoconvert.

7. The Problem & Hypothesis
Thisishowthepagelookedlike:
BrookdalehireddigitalmarketingandanalyticsfirmFathomtooptimizeits‘FindaCommunity’page.
Thehypothesisforthistestwasthatredesigningthepagebyaddingcontent, testimonials,credibilitylogos,USPsandotherelementswillincreaseconversions

8. The Test
Twoversionsofthepagewerecreated.Thefirstvariationhadaphotoofanelderlywoman. Thisishowthephotoversionlooked.
Variation1

9. The Test
Thesecondvariationhada1minute56secondsheart-tuggingvideoinwhichmanyelderlypeopletalkabouttheirpositiveexperienceswithBrookdale.Inthesecondversion,thevideoreplacedthewoman’sphoto.Everythingelseonthepageremainedthesame.MattexpectedthisversiontoperformbetterthanVariation1.
Thisishowthevideoversionlooked:
Variation2

10. The Result
Theimageversionoutperformedthevideoversion.Whenpittedagainsttheoriginal,theimageversionrecordeda3.92%increasein‘FindaCommunity’searcheswhilethevideoversionrecordedjusta0.85%increaseinsearches.Theimageversionalsoachievedthestatisticalconfidenceof99.99%.Thetestwasrunfor2monthsonover30,000visitors.
AccordingtoMatt,theseeminglymodest3.92%increaseincommunitysearcheswillresultinamore-thanmodest$106,000additionalmonthlyrevenue.

11. Why it Worked?
Let’sfirsthavealookatwhythetwovariationsperformedbetterthanthecontrol.
Whileredesigningthe‘FindaCommunity’page,Mattmadesurethathespeakstoallthefourmajoronlinepersonasbyaddingrelevantelementsforeachofthetypes.
1)Methodicalconsumer:Thisuserisdetailorientedandtriestoreadupeverybitofinformationpresentonthepage.Mattusedadditionalexplanatorycontenttospeaktothiscategory.
2)Spontaneousconsumer:Thistypeisquickwiththebuyingdecisionoralreadyhastheintentofpurchasewhilegoingtoawebsite.Mattusedaclearandconcisesearchboxwithanarrowpointingtowardsthe‘City’fieldtospeaktothiscustomertype.
3)Humanitarianconsumer:Thistypewantstoknowwhoyouareandwhethertheycanplacetheirtrustinyou.Mattusestwotriedandtestedelementstowardoffcustomers’fears— testimonialsandlogos.
4)Competitiveconsumer:Thistypewantstoknowwhytheyshouldchooseyouoverthecompetitors.BulletpointscallingoutBrookdale’suniquesellingpoints(USPs)wereputuponthepagetogettheirattention.

12. Why it Worked?
Nowlet’sseewhytheimageversionworkedbetterthanthevideoversion.
1)Brookdaleisalreadyanestablishedbrandandthevideoactsasadistraction.BecauseBrookdaleisalreadyabigbrand,peopledon’tneedmuchconvincingtoconvertonthewebsite.Visitorshaveusuallydonetheirresearchandarriveonthewebsiteknowingwhattheywanthence,themarketingvideoactedasadistraction.
2)Targetaudiencehasslowerinternetconnectionsovideosmightnotworkforthem. Brookdale’stargetaudienceisover-representedbywomenwhodidn’tgotocollegeandwhobrowseinternetfromhome.

13. Why it Worked?
AreportonaveragehomeinternetspeedintheUStellsusthatpeoplewhodidn’tgotocollegearelesslikelytohavehigh-speedbroadbandaccessthanthosewhowenttocollege.

14. Why it Worked?
Nowbyaddingthetwostatements,wecancometoahypothesisthatmajorityofBrookdale’saudienceisrepresentedbywomenwhodon’thaveaccesstohigh-speedbroadbandaccess. Theslowerinternetspeedmightbeleadingtoapainfulvideowatchingexperience,andhencetheimageversionworkedbetter.

15. Masthead Changes Increased Lead Generation Rate by 232%
CASE STUDY #2

16. Background
OpenMile,thetruckloadfreightbrokerbridgesthegapbetweenpeoplewithshippingandcarrierneedsandthecompanieswhoarelookingtooffersuitablequotestothesecustomers.
OpenMileaimstoachievethisbycombiningtheireffortswiththeirwebplatform, OpenMile.comandthemobiletechnology.
Byautomatingtheirtraditionalprocessthroughtheironlineplatform,OpenMileaccomplishesatwo-waywin.Theymakeiteasyforqualifiedcarriersandshipperstoacquirenewcustomersandcreatebetterrevenueopportunitiesforthem.
Thissimultaneouslyalsohelpcustomersfindcomparableshippingandcarrierquotes,makingiteasyforthemtogetthelowestquotesandchoosethemostviableserviceproviderforthemselves.

17. The Business Need &Test Hypothesis
OpenMile’sprimarylandingpagehadagoodvaluepropositionandwasreceivingagoodnumberofvisitorsaswell.However,theOpenMileteamfeltthatthe4%conversionrateonthelandingpagewasahiddenpotentialtreasurethattheydecidedtoexploreforgeneratingmorerevenue.Here’showtheoriginallandingpagelookedlike:
OpenMilerealizedtheneedforacompleteoverhaulofthepagemasthead,alongwithafewminorchangesonthepage.Thehypothesiswasthatbyimprovingthelegibilityofthemastheadcopyandallowingthemastheadtooccupyalargepartofthepage,theleadconversionratefromthepagewouldincrease.

18. The Test
Thefollowingchangesweremadeaspartofchangingthemasthead:
1)Valuepropositionwasstrengthened
Themainheadingandthesubheadingwaschangedtoleveragetheconversionelasticityofthelandingpage.Theclarityandhard-hittingimpactofthenewheading(s)contributedsignificantlytothedecision-makingprocessofthevisitors,impellingthemtorequestthefreequote.
2)Backgroundwascompletelychanged
TheOpenMileteamfeltthatheheroshotoftheimagestoletheentirethunderofthepage, distractingpeoplefromthecalltoaction.Hence,theydecidedtodoawaywiththeimageandhaveaplainbluebackgroundwithnoimage.
3)Distractionswereremoved
Thesocialmediabuttonswereremoved.The“talktous”buttonwasnolongerseeninthevariationpagenearthemainCTAbutton.Withmoreeffectiveheadlinesonthepage,theseheadingswerenotadistractionanymore.Infact,theysurehelpedinincreasingtheconversionratebymakingitcleartothevisitorswhatactionisexpectedofthem.

19. The Test
4)Otherminorchanges
TheteamatOpenMilealsotestedsomeminorbutimportantelementsonthepagetoseewhichonesgetmoreconversionsfromtheirvisitors,like:
-Redbuttoncolouremergedasaclearwinnerwhentestedwithblue,grey,andgreen.
-Thebuttontext“GetaQuote”wastestedwith“GetRates”and“GetaTruckloadQuote.” Andasthevariationpageshows,“GetaQuote”wasdeclaredthewinnerintheA/Btest.

20. The Result & Summary
Thisishowthevariationlookedafterallthechangesweremade:
AllchangestogetherfinallygaveOpenMiletheirwinningvariationpage,whichmadethemenjoy232%increaseintheirleadgenerationratewithastatisticalconfidenceof99.99%.

21. Key Takeaways
Here’saquicksummaryofthecase:

22. Adding Real Images Instead of Stock Photos Increased Conversions by 45.45%
CASE STUDY #3

23. Background
HarringtonMoversisaNewJerseyandNewYorkCitymovingcompany.Theirinterstatemovingservicepagesusedagenericstockimageofacouple,asseenintheControlpage:

24. The Hypothesis
SpectrumInc.,HarringtonMovers’ConversionConsultant,suspectedthatthe‘happycouple’imagedoesn’trelatemuchtotheservice.
Theirhypothesiswasthatreplacingthisstockphotowithanimagethatcloselyrelatestothemovingservicewillincrease‘Requestaquote’leadsfromthewebsite.

25. The Test
SpectrumusedVWOtomakeaquicktesttochecktherelevanceofimages.TwoalternativeversionswithdifferentimageswerepittedagainsttheControlpage.
ThefirstversionshowedtheimageofHarringtonMovers’crew.Thesecondversiondisplayedtheimageofthetrucktheyuseformovingservices.Toemphasizebranding,boththeseimagesalsoincludedthecompany’slogo.

26. The Result
BoththeversionsbeattheControlwith98%statisticalconfidencelevel.Afterrunningthetestforthreemonths,therewasaclosecallbetweenthetwoversions. Whileversion1withcrewimageshowedapercentageimprovementof45.45%,thesecondversionwithtruckimageisclosebehindwith45.05%improvementovertheoriginal.
Here’sacomparisonofhowthetwoversionsperformed:
Whenaskedabouttheimpactonrevenue, BrianMcKenzieofSpectrumMindInc. said:
“Assumingaconstantvalueperlead,thistesthasaddedabout$10,000/monthininterstatemovessofar.”

27. Key Takeaways from the Test
1)Stopusingstockphotos.Theylookfakeandreducetrustonyourwebsite.
2)Useimagesthatbestrepresentyourproduct/service.
3)Don’thesitatetouseimagesofyouremployees.Don’tunderplaythepowerofhumantouchonyourwebsite.Peoplelikedoingbusinesswithpeople,notwebsites.Hence,usepicturesofyouremployeestoaddahumanelementtoyourwebsite.
4)Haveagoodreasontouseanimage.‘Itlookspretty’doesn’tcount.Yourimageshouldaddrelevancytothelandingpagebyrelatingtoyournatureofbusiness

28. About the Author
Smriti Chopra is a Marketer at VWO and also helps with VWO’s demand generation initiatives. She's responsible for handling social media and creating content offers, including eBooks and guest posts.
She’s passionate about experimenting with new techniques in the marketing arena.
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