Optimisation case study: How changing one word boosted clicks by 161%

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Back in 2011, Veeam Software wanted to improve the click-through rate from its product information page through to the sales inquiry form. This case study looks at how the company changed the wording of just link to get nearly three times more customers requesting a quote.

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Back in 2011, Veeam Software wanted to improve the click-through rate from its product information page through to the sales inquiry form. This case study looks at how the company changed the wording of just link to get nearly three times more customers requesting a quote.

Case study summary

• Software giant runs A/B optimisation tests on their website

• Discovers ‘pricing’ most important customer issue

• Made tiny change in call to action: ‘Request a quote’ changed to ‘Request pricing’

• Results show 161.66% increase in click-through rate from 0.54% to 1.40%

The challenge

Based in Swizerland, Veeam Software develops products for virtual infrastructure management and data protection. In December 2011, they used KissInsights (now Qualaroo) to run a survey targeted at all visitors to their product pages. The question asked was “What other information would you like to see on this page?” and a lot of answers said “Pricing”.
As the company only sells products through partners it didn’t include any specific pricing information on its own site, so a conversion is completed when someone clicks on the ‘Request a quote’ button that links to the sales form.

The solution

Based on the survey results, they used Visual Website Optimizer to A/B test between “Request a quote” and “Request pricing”.

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The result

The result was that the new version achieved a 161.66% increase in click-through rate from 0.54% to 1.40% with 99.9% statistical confidence.The company could be sure that ‘Request pricing’ was the winner.

This is a huge increase for such a small change, and the test took only minutes to set up.
However, optimising a website involves tweaking multiple steps of the sales funnel. The next step after optimising the click through rate to a sales inquiry page would be to try and increase the form submit rate.

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