During our analysis of a client's website performance, we realized that homepage conversion was a problem. The primary purpose of their website was signing up new users for their web app, and we thought we could improve the conversion rate for this process.
The current website was built on an outdated Wordpress template. It was narrow, non-responsive, and felt too corporate. The images felt like stock images, and there were 5 call-to-actions immediately visible.
We redesigned the homepage to feel wider, newer, and responsive for mobile devices. Instead of stock images, we added high-quality photos that felt natural and authentic. And we removed distractions, simplifying the site down to 1 primary call-to-action.
Our hypothesis was that these strategies - simplifying, modernizing, and defining the message - would increase conversion rates.
We decided to test the new page concurrently with the old in order to prove our hypothesis. We set up Google Analytics experiments (you can access this by going to Reports > Behavior > Experiments) to set up an A/B test. The old page's home was on the original link, and the new page's home was on a new URL (not indexed by Google) called /homepage.
We set the experiment to run 2 weeks. We directed 25% of the site traffic to our A/B experiment. Of these, half were shown the new page and half the old page. Then, after seeing good results in the first 6 days, we started sending 50% of the site traffic to the new page.
Experiment: March 2 - March 16, 2017
With the initial 12.5% of total site traffic being sent to the new page, we saw these results in the first 6 days:
After the first 6 days, we started sending 50% of total website traffic to the new page. By the end of the 2 week experiment, results stabilized and we saw these final numbers:
We were happy to see these results for our client. We made a few small adjustments for search indexing in the content of the page, and published the page live for 100% of visitors. The result has been a drastic increase of product signups for the client.