Cook Travel Search Landing Page Test
| VERSION A & B |
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How site visitors voted:
VERSION A (50%)
VERSION B (50%)
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Actual Test Results:
Whether you picked Version A or Version B, you guessed right! It all depends on which response device you were measuring. Version A got 23.77% more unique phone calls from visitors. Version B got 5.25% more online form completions. WiderFunnel Marketing Optimization, a conversion optimization firm, used Google Website Optimizer to conduct this A/B test on Cook Travel’s main search marketing landing page (which also functions as its homepage). Most page traffic came from natural search results and PPC ads for keywords such as “first class travel,” “first class international travel,” and “business class travel.” Though both pages won, Version A was the bottom line winner since phone calls generally resulted in higher purchase conversions for Cook Travel than online form completions. Winning factors for Version A included a larger page headline, an orange sub-head (vs. Version B’s blue sub-head), right-side call to action with no hero shot, and the addition of airline logos. Body copy, headline copy, call to action copy, and trust icons were exactly the same. This test proves it’s important to measure different types of responses separately; and, you should know how each typically affects the bottom line before you pick a winner. Sponsor Message: Click here to apply for your FREE landing page evaluation from WhichTestWon’s sponsor WiderFunnel. Takes 20 seconds! |
Sorry guys – our poll has been behaving badly, so you may not see the correct voting results for this test. An expert technician is on his way to try to fix it right away. In the meantime, at least you have the comfort of knowing you guessed correctly this week!
I believe the visual lead to the call to action in version A is very important as well (the arrow). You can see everything you need to know in this version in that two inches below the main nav – very intuitive design.
Hi Anne, Could you post the larger versions? When you click the small version, you get another small version.
@Dan Lovejoy
Hi Dan,
Yes, we are working on that issue as well. Please stay tuned.
Natalie Myers
WhichTestWon.com
I agree with Phil… That arrow is likely a huge factor.
Would love to see the results of version A with and without the arrow.
I noticed that the same 800 number was on both pages. So how did they know when someone called which page they were looking at?
Anne, how come that page is not live on their site? Did it not beat the control?
Whew! That helped my average!
@michael
If you click on the hotlink to Cook Travel’s homepage in the second paragraph you’ll see that Version A is implemented as the homepage.
@Rodney Daut
Good catch! I must have missed that. They actually did use three different 800 numbers for each version so that they could measure unique phone calls. Let me check into why these screenshots show the same 800 number and I’ll make the update.
Natalie Myers
WhichTestWon.com
Thanks Phil
Finally got one right! (Could be random) but the big arrow and the big phone number high up jumped out at me.
Apologies to anyone who saw the previous screenshots which showed the same 800 number. Those screenshots were actually from the design process, not the final test pages. I’ve since updated the screenshots to the actual test pages, which have different 800 numbers.
@Natalie Thanks for updating that.
I believe the textplacement on the left made this a winner. It makes the copy easier and better to read, there is less distraction
I guessed right… I just don’t feel quite as good as I normally do – on the odd occasion I get it right!
A is better =P
Both won? I would say both are similarly bad. Overloaded with graphics and text and the key element (button) is questionably placed and a subtle, non-contrasting colour… instead the eye is drawn to the huge approval-seals!