638% improvement in conversion - continuous A/B testing of ANECT website

ANECT wanted to improve the effectiveness of its new website. And since we were responsible for the initial design - plus we love conversion rate optimization - it was logical they asked us for help.

We created four hypotheses to test:

  1. Classic slideshow v. tabbed slides.
  2. Clickable text v. whole slide area.
  3. Open v. closed accordion with content.
  4. News below slideshow v. in main navigation.

Classic slideshow v. tabbed slides

The premise here was that people ignore slideshows. And even when they don't, they seldom see more than one screen. So having a tabbed navigation showing content of all 6 slides should make visitors see - and click on - more slides.

clasic slide vs. tabbed slides

Classic slideshow v. tabbed slides.

At least we thought so. But boy where we wrong.

The classic slideshow outperformed the tabbed navigation 3:1.

Variation Visitors Clicks Conversion Improvement Statistical validity
Classic slideshow 227 27 9.75% 281% 99%
Tabbed slideshow 346 12 3.47%  

Clickable text v. whole slide area

Our second hypothesis was that people are more used to clicking anywhere on the slide rather than a text link. More so on mobile and tablet with the fat-finger (minimum clickable area or roughly 7 x 7mm) issue.

clickable text vs. slide area

Click area text v. whole slide

Here our assumptions were correct (we are still waiting to reach statistical significance). The whole tab clickable area has a 37% more clicks.

Variation Visitors Clicks Conversion Improvement Statistical validity
Classic slideshow 852 24 2.82%   inconclusive
test still running
Tabbed slideshow 2228 86 3.86% 37%

Open v. closed accordion with content

Next we tested the product pages. We used an accordion with content that you needed to click to show content. It was nice design-wise, but a disaster content consumption wise.

clickable text vs. slide area

Open v. closed accordion with content

We tested all 5 product pages with similar results. Time spent on the "show all" version was more than 3 minutes more than on the collapsed version. The relative improvement was from 81% to a huge 638% improvement.

A/B test of accordeon

Orange is the open version, blue is the closed version.

News below slideshow v. in main navigation

Client came to us with the assumption that a lot of people have trouble finding the news section. So we did two things:

  1. Moved the news ticker below the client logos
    Our assumption was that the slideshow is so dominant the news below it was not getting any eyeballs.
  2. Added a news button in the main navigation.

Yes, we know that testing two things at the same time is a bad idea. One of the two elements might actually be hurting the conversion and we are getting a mixed view. None the less we went ahead with this because the traffic is relatively low (so results would not be valid for 1-2 months) and it was a design call (plus some push from the management) for us as well.

We are in the business of making clients happy as well as getting results.

News below slideshow vs. in main navigation

News below slideshow v. in main navigation and below client logos

Visits went from 10 to 67 per month and it keeps steady at around 50.

A/B test of accordeon

News page visitor stats.