Here's another case study that proves website experimentation can help you discover powerful insights to boost your overall goal conversions.
Zoho Survey, an online survey tool, has run many experiments. One of these experiments involved revamping the "Employment status template" page to add prominence to the templates, content, and CTAs, resulting in higher engagement and conversions.
The Survey team used PageSense's session recording, heatmap, and analytics features to discover the following:
Conversions, CTA clicks, and web engagement were low.
Visitors hardly clicked on the dropdown located in the breadcrumb trail.
Visitors were disengaging, and the exit rate was high.
The scroll map showed higher drop-off rates in the first section of the webpage.
After identifying the issues, the Survey team applied the following changes to the webpage, and A/B tested its hypotheses using Zoho PageSense:
Added more appealing visual designs and content that was more relevant to the topic.
Adjusted brand logos and social proof placement for better visibility.
Made CTAs prominent.
Removed the dropdowns and moved them to the left side of the webpage.
The iframe element user interaction cannot be tracked in Zoho PageSense. Taking this into account, the team replaced the element with an image which, when hovered over, shows a preview button that redirects to the specific template. This made tracking the button clicks to view the entire template easy, which wasn't possible in the old design.
They also strategically displayed impressive template statistics on the webpage that naturally drove visitors to take action and click the CTA button.
In the old version, the "Related templates" section at the bottom looked like a word cloud and saw limited clicks. The team visually enhanced the section in the new version through clickable illustrations and made it easier for users to select relevant templates or categories through a carousel.
PageSense in action
A/B test 1: Improving CTRs with CTA testing
Put yourself in your potential customer's shoes: they've fallen in love with your product offerings but are unsure what the next step is. This is an excellent example of how you can leverage colors to boost your website's conversions. Zoho Survey decided to A/B test the existing blue-colored CTAs with red and black variants to influence the CTRs.
The hypothesis was that the original blue CTA wasn't contrasting enough with the page layout, and the bold red and black colors could potentially entice users to click more.
After running the test for 30 days, Zoho Survey found that the red CTA outperformed the other variants, projecting a 9.30% CTR with 527 visitors. With this data, the team decided to implement it in the new version of the website.
Website content optimization with heatmaps
After carefully examining the old homepage elements and content for conversion signals, the Survey team realized that the large blocks of text made it difficult for visitors to scan the website. For this reason, the new version uses content, tone, and features that make it easier for visitors to skim read.
A/B test 2: Testing the performance of the new homepage variant
After thorough research using Zoho PageSense's tools, the Survey team revamped the homepage to increase signups, scroll length, and signup page visits.
The new version outperformed the original for all the goals the Zoho Survey team tested. The team is now excited to revamp all 200 plus pages with the new design, and it feels confident these changes will boost conversions and user engagement in the coming months.
Pop-ups to boost user engagement and conversions
The Survey team also implemented PageSense's pop-up tool and customized the template through the visual editor.
The pop-up triggers when visitors scroll halfway down the homepage, which helps the team collect any potential leads. The impressions, engagement, and conversion rates for the pop-up were impressive!
The way forward
It's crucial to promote a culture of data-driven decision-making through experimentation, regardless of the industry you work in or the business you own. Even a minor change to your website, when backed by data, can positively impact your conversions and revenue.
Once you have a clear goal on what to test, you can leverage your current traffic to its fullest potential, leading to an optimized outcome and greater chances of success.
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