Logan Ray

Case Study: Furniture Company Increases Engagement Through Conversion Optimization

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Multivariate Testing gives catalog request landing page a boost.

Challenge:  Landing pages containing conversion points should be
tested periodically to make sure they are as efficient as possible. Small
things like color, placement, or image size can make a surprisingly
large difference in engagement levels and conversion rates. The client
wanted to test their catalog request landing page since users who
requested a catalog proved to be 70% more likely to purchase.

  • Client Facts:
  • International Furniture Retailer
  • >$200M Net Sales 2010
  • Goals:
  • Increase Engagement
  • Raise Number of Catalog Requests
  • Collect More Customer Information
  • Results:
  • +1.1% increase in Engagement
  • +7.6% Increase in Catalog Requests

 

Business Solution: Using conversion optimization software, Beacon
set up three tests to run against the original landing page. One version
added a color background, another used a bulleted list of catalog
features instead of the original paragraph, and the third version had
larger images of the catalogs. Each version was created and shown to
an equal percentage of site visitors, while engagement levels and
catalog requests were tracked.

CRO

Results: Once each variation, including the original, were shown to nearly
5,000 visitors each and confidence levels were high enough, we found
that a colored background caused the highest increase in engagement
and catalog requests. The background color was added to the site.