IMVU Landing Page Test
| VERSION B | |
How site visitors voted:
VERSION A (54%)
VERSION B (46%)
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Actual Test Results:
Proving you should always measure the money if you can, although Version B showed a modest 6% gain in free registrations, paying user conversions jumped by 15%. IMVU, a social network and 3D chat game, conducted this test in-house using their own technology. It was a simple follow-up A/B test to confirm the data the team had just gathered from a 640-combination multivariate test on the same online advertising landing page. Biggest multivariate data surprise: Although you might assume the hero shot change (from a single woman to a romantic couple) had a big impact, the couple only lifted registration conversions by 3%. However, removing the member log-in from the page’s top right corner yielded a 10.2% lift. Despite this, for the final creative A/B tested here, the team decided they couldn’t do away with member login altogether. But they made it as inconspicuous as possible, replacing form fields with a tiny hotlink. Perhaps the multivariate results indicate, for consumer membership sites at least, that you should suck prospects as deeply into your benefits as possible before you allow any page element to appear that reminds them that this is a paid subscription service? Please Note: In IMVU’s case it is a free site that has a paid subscription option, but also allows users to buy one-off credits for virtual purchases such as music and clothing. Sponsor Message: Click here to apply for your FREE landing page evaluation from WhichTestWon’s sponsor WiderFunnel. Takes 20 seconds! |
Anne, i love getting your newsletter!!
I was so surprised at this result!
My gut instint told me the shot of the woman would have higher conversion, then i justified it to myself by saying it is down to her making eye contact with the audiance.
But i guess i was wrong! lol
Thanks.
Instinct told me that “skin sells” so I went with B. However, to the point about drawing readers deeper into the site, it’s true you don’t always want to ask for the sale up front, on your homepage.
You need to build trust with your reader and allow them to go through their own decision process. If they’re not given the opportunity to research what they’re interested in, and provided the content to do so, then you won’t have built a case for them to buy (or subscribe).
Got it right, but I must say I was really surprised that it was the ‘member log-in’ that provided the biggest bump. I guess that knowing that you may have to pay to access the site can be a deterent.
Didn’t think that removing the membership login field could cause that much of a bump. Wow. Great test. This goes completely against my personal preference – perfect reminder of the potential contrast between developer preference and sales drivers.
Dang I didn’t even see the login info at all. I wonder what would happen if they were targetting males with the female lander with the login smaller?
Other than the hero spot image, I didn’t find much difference between the two. Kept looking, and spotted the login fields. I guessed right.
Interesting – and I got this one wrong! Even a member can end up on a landing page so you don’t want to alienate them but it’s also made me think about actually putting a photo of a couple in the sign-up page for my free newsletter.
I think it’s purely the photo in this case that made the difference as opposed to the last test where I don’t think the photo mattered at all.
Thought for sure I would get this weeks challenge right. My eye went to the single image of the girl and not the couple.
The member login form could be reducing conversions just by being an irrellevant distraction which adds a unnecessary cognitive step in processing the page and getting to the important stuff. It’s fairly prominent and the extra navigation links in the top right probably aren’t helping either.