CASE STUDY78% CONVERSION UPLIFT WITH COPY COLOUR CHANGE

OVERVIEW

THE SEGMENT

All site visitors viewing homepage, across the UK market covering desktop, mobile and tablet devices.

THE CHALLENGE

Highlighting deals is important to the business, and visibility/emphasis of menu elements is known to be a factor in helping users identify what is relevant to them on a website. However, the solution in place did nothing to draw attention from the global navigation format.

THE HYPOTHESIS

By providing some visual differentiation of the deals section and making it visibly different from the core navigation styles, users will be drawn to the deals pages and discover promotions that were previously missed.

THE EXPERIMENT

A simple change to the colour to a widely-recognised red that fell in line with their brand pallete, and increase the font weight of the ‘deals‘ link in order to draw more attention.


THE RESULTS

CTR INCREASE
+78%

6 MONTH REVENUE IMPACT
+£1,578,439


ANALYSIS & INSIGHT

Three full weeks of data, with significant results showing on the core KPI’s of users seeing and interacting with the tested element (red ‘deals’ navigation item), figures up over 40% on menu clicks and over 50% on clicks on elements within the deals menu.

There was a much higher level of interaction with the deal nav item, with the visual change drawing the visitors eyes and enticing them to click much more than the control. There were similar increases across all devices types.

Visits to all deals pages (whether they were clicked from the deals nav item or elsewhere on the site) were up nearly 11%, with desktop trending higher at +18% for the challenger.

Cruises booked by visitors who had seen the deals page were up 78% (60 vs 107 sales), suggesting that highlighting deals has a strong effect on users who are looking for them to actually carry out their purchase.

As we have seen in previous tests, highlighting an element and giving it higher visual prominence increased clarity and engagement in the menu.

LET'S CHAT


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