Case Study 5: Increasing sales of an investor education course by improving customer conversion rates.
Process
I conducted impromptu “guerilla” usability tests with 15 people – students in my research lab, roommates, and immediate family – using the webpage for the course product. I asked them to think aloud and answer open-ended questions about the purpose of the webpage and what they could do on it. It turned out that most people didn’t notice the call to action link when reading through the sales copy.
I conducted impromptu “guerilla” usability tests with 15 people – students in my research lab, roommates, and immediate family – using the webpage for the course product. I asked them to think aloud and answer open-ended questions about the purpose of the webpage and what they could do on it. It turned out that most people didn’t notice the call to action link when reading through the sales copy.
Solution
I proposed to my manager that we needed to move the call to action button outside the body copy. I created a version of the webpage with the call to action below the body copy and ran A/B tests to compare the effectiveness of these two versions.
I proposed to my manager that we needed to move the call to action button outside the body copy. I created a version of the webpage with the call to action below the body copy and ran A/B tests to compare the effectiveness of these two versions.
Results
Moving the call to action button was a success. Within 30 days we had a 12% increase in course sales through the webpage. We continued to track changes through A/B tests and altering the appearance of the call to action button itself.
Moving the call to action button was a success. Within 30 days we had a 12% increase in course sales through the webpage. We continued to track changes through A/B tests and altering the appearance of the call to action button itself.