A Conversion Optimization Case Study: Test: 5421-403A
BigContacts is web-based Contact Management (CRM) system that is designed for small businesses that have outgrown basic solutions like Outlook, Goldmine or ACT but don’t want the cost or complexity of CRM solutions like Salesforce.
The Business Objective
BigContacts.com offers a FREE 30 day trial so visitors can try the product before they buy. The main objective of this test was to get more visitors to click on the free trial button.
There are currently many web-based CRM systems out in the marketplace, with several big players such as Salesforce.com and HighRise. BigContacts.com is targeting visitors from small to mid-sized businesses that want a CRM system that is affordable and easy-to-use.
The BigContacts home page has a lot of competing content and we needed to create a visual and messaging emphasis on driving click-thrus on the Free Trial button.
By clarifying the message and reducing the clutter more visitors would be drawn to click on the Free Trial button.
The BigContacts existing home page was confusing with an overload of information, multiple calls-to-action, and lack of logical flow. Surge Labs redesigned a new home page that is focused on using white space to provide visual clarity, a logical sequence to match viewer reading patterns, and clearer calls-to-action to drive visitor responses.
To test the “old” verses “new” page we ran a split test – sending roughly 50% of the visitors to the “control” home page (the current home page), and 50% to the new “variation” home page.
The Results – 56% Increase in Visits to the FREE Trial Signup Page
TThe new home page design generated 56% more visits (at a 97% confidence level) to the free trial sign up page over the current home page design.
As you would expect the client is extremely happy with this initial test and we are continuing the conversion optimization testing process throughout their website.
“This first set of tests on the home page was an eye opener. We’ve seen an increase of close to 60% in new visitors to our sign up page. I’m looking forward to continuing the testing by working on improving our sign up process,” said Bob Walton, Founder of Big Contacts.