Hair Club Landing Page Test
| VERSION B | |
How site visitors voted:
VERSION A (69%)
VERSION B (31%)
|
Actual Test Results:
(Click back to see Versions A & B) Version B increased form completion conversions 20%, boosting sales leads for Hair Club‘s 95+ Treatment Centers across North America. WiderFunnel Marketing Optimization, a conversion optimization firm, conducted the A/B test using Google Website Optimizer on Hair Club’s paid search landing page. The winning page replaced Flash images with static content. But perhaps more importantly, the winning page eliminated most click links that would cause a visitor to leave that page. For example, brief text links were replaced with longer static text; and, instead of taking visitors to a separate page with a lead generation form, the winning page‚ call-to-action button opened an overlay form on top of the current page for visitors to fill out. So the user experience was focused on that one page. As this wasn’t a multivariate test, we can’t say which of these changes made the difference. But, we can say the test was worth doing — 20% more actual leads generated is a great result. And the whole idea of keeping PPC visitors on a single page experience instead of having them click through to next pages is well worth other marketers exploring. |
Personally I think that simply reducing the number of “next steps” (calls to action) was one of the main reasons version B won.
Version A just has to many options for what to do next.
Another great job by Wider Funnel.
This is a great test. I was fooled by the attractive idea of being chased down the beach by two babes (where do I sign up). I didn’t even look at the buttons. Just like in direct mail – the ugly smart design beats the pretty stupid one.
As a guy who’s losing his hair (well, I shave it bald now) I was much more emotionally affected by Version B. Imagining myself running down a beach with not one but TWO hot women might work for a 30 second TV ad or a banner but by the time I’m at this page I want to know more facts and info.
Version A said Hair Loss, Ver B said Hair restoration…I too saw the pretty pictures and almost went ver a, but thought the headline was more compelling on b.
Thanks Ophir
One of the major themes of that test was to reduce Distraction, whether in the form of links or attractive women.
@Rodney The results are definitely scientific, with statistical significance as the winning criteria. It’s part of a Conversion Optimization strategy where the primary objective is to increase revenue rather than do scientific research.
The purpose of an A/B/n page test, which this was, is to test dramatically different approaches where many things are varied in each variation. In follow-up tests, we would recommend parsing out the contribution of individual changes with Multivariate testing.
Very interesting… I think A might have more aspirational/emotional attachment, but option B has a clearer call to action. Inevitably, form completion pays the bills!
I think the photo of the girls distract, by putting a less prominent picture, the strong title strikes your eyes. And of course the word ‘Proven’ is something people love to read. Also solution sounds so much better then loss.
I really like this one, ’cause the both look good.
Version B also provided two sets of before-and-after customer shots with testimonials which definitely draw your attention. The shot of the man running with two women on the beach in version A just looks cheesy, too!
@Chris Goward
I agree that the results are accurate and that the main objective should always be to increase profits. Any test that doesn’t help us make decisions that increase profits (even a decision of what to avoid) is not a useful test. To me though scientific means finding the true cause of a result (even if the result is greater profits) and since I can’t tell why one test beat another I feel it’s not scientific in the sense of revealing a true cause and effect relationship.
For all I know it could be that keeping people on the same page is what lead to an improvement and not the fact of having more text and fewer graphics.
But as you said in your response above, you could follow up with a multivariate test to find the real reason for the increased conversions. Discovering the real reason could lead to testing that allows you to make changes across campaigns for this client as well as other clients. And that’s why I want the test to reveal a principle we can all use.
Not so sure this is a design/element/content issue as much as it is about the customers for this particular product. Having had a client company in the hair restoration category, I know for a fact that it is all about information and proof points. They don’t want sophomoric pictures of sexual prowess and desirability. The target audience wants to eliminate false promises and false hope – they want a real solution/cure. Most people facing hair loss have tried numerous ‘treatments’ and if they’re still reading this landing page, previous attempts have not worked. See Nate White’s comment – he’s the target audience and what he says sums it up. Given the right information, I’m not sure Nate would care too much what it looked like as long as it was professional and credible.
What was the overall conversion rate? (not just increase)
@Mark Good observation. That’s why we rewrote the copy – to boost the Clarity for this variation. The video on the right still included emotive images to support the clear info on the left.
@mitch The client has asked us to keep the conversion rate confidential.
Images of beach babes equate with spam instantaneously in my mind. Version A has a lot less credibility than Version B, imho.
It’s my gut instinct that the reason version B outperformed version A is because the copy is better – simply because it gives a description of what “Non-Surgical Bio Matrix” and “Microscopic Hair Transplantation” actually are and what the they might do for people. These terms are probably meaningless to most of their target audience, so need explaining!
Sorry that should read “what they might do for people”
Finally, after months, one I got right!
I saw hot chicks. Works for me.
Nice… more copy won. Score one for my profession.
My takeaway from this test result and the above discussion: Visitors on the landing page are not tabula rasa: they searched for or emailed about hair loss, then explicitly clicked on a link that offers a solution. THEY ARE READY FOR THE FACTS, AND LOOKING FOR CREDIBILITY – not a spammy-looking attention grabber. Good stuff.