The Challenge: Lack of Credibility Tanks Conversions
Product pages are supposed to sell….
But can they sell equally well to all traffic segments?
When the brand High Street TV (HSTV) found low conversions for its best-selling Yawn Beds, it was time to call in the experts.
Journey Further ran a landing page path analysis for the Yawn Bed product page and found a large drop off in conversions, and correspondingly high bounce rates for the paid traffic segment.
User research also indicated that High Street TV could be unfamiliar as a brand, especially when compared to massive platforms like Amazon and Argos. Connecting the dots, the hypothesis was clear.
By creating an anchoring experience via a dedicated PPC landing page where key brand and value prop messaging could be communicated for HSTV, Journey Further expected to see an increase in conversions and a decrease in bounce rate for the Yawn Airbeds.
The Test: Segmentation Works!
Journey Further used Convert Experiences’ stack to conduct the test.
The Google Analytics integration played a key role since it was used for post-test analysis.
The test had only one variant and was only focused on targeting paid traffic.
Convert Experiences offers 40+ filtering conditions for granular targeting. Experience the ease in our free trial.
Control
The original Yawn Bed product page, with no changes or tweaks. It was served to 7500 tested users over 6 weeks.
Variant
Traffic was sent to a new, dedicated landing page that focused on HSTV’s Unique Selling Proposition (USP), and product immersion in a way that the existing product page templates could not.
It was served to 7500 tested users over 6 weeks.
The Result:
| Main Goal | (Compared to Control) | Confidence of Result | Winner |
| Purchases complete | 32.62% increase in purchases. | 98.56% | Variant |
The most important aspect of any test is the research which comes afterwards, regardless of the outcome. With this test, the learning has created an ongoing theme where we have identified a whole range of other successful tests and has also opened up new value proposition discussions with the client.
Jonny Longden, Conversion Director – Journey Further.
What Can You Learn From This Success Story?
- Credibility rules. Google loves E-A-T (Expertise – Authoritativeness – Trustworthiness). Your prospects love a good story sprinkled with testimonials and social proof. It is essential to first establish rapport, then display authority and credibility, before finally pitching a sale. The inability to do so tanks conversions.
- Testing is learning. Each test is not just about finding a statistically significant winner. It is also about slicing and dicing the results to take away learning. Do this well and you can actually drive new tests based on the insights.
Journey Further is a performance marketing agency delivering Clarity at Speed for the world’s leading brands.
The agency connects clients directly to a senior team, working in real-time and with complete transparency to deliver previously unthinkable results.
Specializing in conversion optimization, paid media and organic search, Journey Further works with both category leaders and high-growth startups, including Sky, Liberty London and ODDBOX.
At Convert, we’re on a mission to create meaningful, sustainable experiences for today’s users and future generations. As the only Climate Neutral Certified A/B testing platform, we’re proud to offer a robust, affordable, and feature-rich platform that’s been an industry favorite for over a decade. But we’re not just about optimization for profit. With a Conscious Business approach, we’re dedicated to making a real difference and driving positive change within the CRO space and the world.