Lead Generation Case Study – 50.27% Increase in Free Trial Sign-ups

Lead Generation Case Study – 50.27% Increase in Free Trial Sign-ups

The Website:

The website is for a SaaS product in the online marketing niche. 

Today we will bring you two new case studies from this site.

Test 1

What We Tested And Why:

For the first test, we tested a slide-in sticky call-to-action on the blog posts, which aimed to improve conversions by giving users easy access to the call-to-action button wherever they are on the post. 

The call-to-action button led customers to start a free trial of the service.

The Test Details:

The desktop version of the slide-in sticky call-to-action is shown below:

The mobile version of the slide-in sticky call-to-action is shown below:

The Test Results:

Our design increased the overall conversion rate on all the steps of the funnel. 

On desktop, there was a 23.66% increase in people who proceeded to the Registration page.

A 43.11% increase in people who proceeded to the Checkout page, and a 50.27% increase in the rate of free trial sign-ups. 

No conversions were recorded on mobile, however, due to the increases in the first two steps of the funnel, we rolled out the test on mobile as well as desktop.

Test 2

What We Tested And Why:

For the second test, we added a section on the homepage that highlights the tools which can be used for free, on the spot. 

This aimed to give the users a first-hand feel of the product and help encourage them to sign up.

The Test Details:

The desktop version of the tools section is shown below:

The mobile version of the tools section is shown below:

tools section

The Test Results:

These test results are for desktop and mobile combined. 

Our design increased free trial signups by 42.85% with a 96% confidence level. 

There were also increases seen at every step of the funnel.

Are you ready to increase your conversion rate on your own website? Why not claim our free CRO audit that can increase your conversions anywhere from 20-100+%?  Answer a few questions and we’ll send over the personalized audit by email!

Author: Kurt Philip

Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

We’ve worked with over 1000 businesses in the last 6 years.
Let’s jump on a quick call to see how we can help yours.

Book FREE CRO Call

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Lead Generation Case Study – 45.08% Increase in Successful Bookings

Lead Generation Case Study – 45.08% Increase in Successful Bookings

The Website:

This conversion optimization case study is for lead generation website in the home service industry. 

Test Details & Background:

We tested adding call to action buttons that triggered the quote form to popup.

This aims to improve conversions by speeding up the conversion process and ensuring that users can easily get a quote & make a booking (through the popup form), wherever they are on the site. 

It was tested against a version where the form was displayed within the page.

Our hypothesis was that by placing the form within the popup, users could focus more on the messaging and they’d be more encouraged to proceed. Instead of overwhelming them with the form on display near the message.

This test was performed on both mobile and desktop.

The Test Details:

The desktop version of the popup is shown below:

The mobile version of the popup is shown below:

The Test Results:

The popup form has increased the conversion rate (successful bookings) on mobile and desktop combined, by 45.08% with a 97% confidence level. 

On just desktop, the number of people who used the quote form and then reached the success page increased by 26.88%. For mobile only, this increase was 67.27%.

Are you ready to increase your conversion rate on your own website?

Why not claim our free CRO audit that can increase your conversions anywhere from 20-100+%? 

Answer a few questions and we’ll send over the personalized audit by email!

Author: Kurt Philip

Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

We’ve worked with over 1000 businesses in the last 6 years.
Let’s jump on a quick call to see how we can help yours.

Book FREE CRO Call

Client Case Studies

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eCommerce Case Study – 12.7% Increase in Revenue

eCommerce Case Study – 12.7% Increase in Revenue

The Website:

This is a cro case study for an Australian owned and managed business called Factory to Home, which sells quality furniture and homeware to Australians. They realised there was a gap in the market for buying home goods at an affordable price with quick and reliable delivery. 

They established relationships directly with suppliers which allowed them to secure low pricing for their customers. They also made sure to use reliable couriers to ensure a seamless delivery. Lastly, they employed a great team of customer support staff which all amounted to an overall smooth customer experience.

They now have warehouses located all over the country, and are able to ship most items within 1 working day. They provide full transparency around their supply chain and have created a win-win scenario for both customers and suppliers.

Test Details & Background:

For this test we added shipping, warranty, and payment information on the product pages, while also popping open the details when the links are clicked so that users can get answers for their FAQs without leaving the product pages.

By doing this we are reducing the steps to checking out and creating a streamlined experience. It is often at the checkout stage that people’s fears about buying online come into play. By addressing them at the point that they are adding the product to cart, they can move forward with the purchase, by getting all the answers then and there, without leaving the page. 

The Test Details:

We added the FAQ pop-up section at the bottom of the product page below the product description. 

The desktop version is shown below:

The mobile version is shown below:

Once users clicked any of the FAQ links, a pop-up appears on screen as below:

The Test Results:

The following results are for desktop and mobile combined. 

We saw an 18.1% increase in the rate of order completion and 12.7% increase in revenue per visitor.

Our changes on desktop reached statistical significance with a 96% confidence level. Our results on mobile didn’t reach statistical significance, but we rolled out the results on mobile as we saw no negative impact. 

Are you ready to increase your conversion rate on your own website?

Why not claim our free CRO audit that can increase your conversions anywhere from 20-100+%? 

Answer a few questions and we’ll send over the personalized audit by email!

Author: Kurt Philip

Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

We’ve worked with over 1000 businesses in the last 6 years.
Let’s jump on a quick call to see how we can help yours.

Book FREE CRO Call

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Affiliate Case Study – 35.4% Increase In Sales Per Visitor

Affiliate Case Study – 35.4% Increase In Sales Per Visitor

In our latest conversion optimization case study, we’ll share with you an affiliate website where we placed “Our Top 3 Picks” in a vertical table for increased conversions. 

The Website:

This website is in the adult niche and reviews products that are sold on Amazon.

Test Details & Background:

This test was a desktop only test, where the control was an “At A Glance” section, which listed the top 5 picks as shown below:

And the variation was “Our Top 3 Picks” shown in a vertical table, as below:

The top 3 vertical tables are designed to increase the buying intent of visitors and help them in their decision to make a purchase. 

The sales data showed an increase in sales. The heatmaps also confirm that there were better engagements in the top 3 vertical tables when compared to the “At A Glance” section.

Even though the overall click data did not increase, the sales conversions increased because visitors were more educated about the product before they clicked.

The tests ran for 11 weeks to reach a 97% confidence level. 

This test was a follow on from a mobile and desktop test where we tested “At A Glance” vs “Our Top 3 Picks” and the “At A Glance” section performed better on mobile, whereas the “Our Top 3 Picks” table performed better on desktop. 

The Results:

We saw an overall increase of 35.4% in sales per visitor.

Our key takeaway was that the vertical tables increased the buyer intent of the visitors by educating them, then and there, on their purchasing decision where space allowed (desktop only).

Are you ready to increase your conversion rate on your own website?

Why not claim our free CRO audit that can increase your conversions anywhere from 20-100+%? 

Answer a few questions and we’ll send over the personalized audit by email!

Author: Kurt Philip

Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

We’ve worked with over 1000 businesses in the last 6 years.
Let’s jump on a quick call to see how we can help yours.

Book FREE CRO Call

Client Case Studies

Follow us on Youtube

eCommerce Case Study – 49.4% Increase in Paid Membership Sign-ups

eCommerce Case Study – 49.4% Increase in Paid Membership Sign-ups

The Website:

Today’s conversion optimization case study is for a unique Membership eCommerce store called dScryb, where you can purchase boxed text called “scenes”, which describe various characters, places, spells, and other observations within the fantasy worlds of Role Playing Games. 

These assist players in bringing scenes to life, with the descriptions written by award-winning writers who have carefully crafted each high quality text. Scenes are organised into collections with similar elements. 

dScryb currently offers a selection of free scenes available to everyone, with the ability to purchase and subscribe to particular collections, or the option of becoming a Hero subscriber in which you have access to everything. 

What We Tested And Why:

For this test, we wanted to see whether we could improve the rate of paid membership sign-ups by adding call-to-action buttons in the search results. 

dScryb has a widely used search feature, where users can enter a subject and be shown any related scene listings below. 

The Control version had the following factors as potential conversion barriers:

  • The search results had no clear call-to-action buttons. Users needed to click the listing title as the next step. 
  • The listings didn’t state whether a search result was free or accessible, depending on the visitor’s membership level.
  • When a user clicked an item that was restricted to them (either they have not yet signed up for an account, or they needed to upgrade to a higher tiered account), they would be shown an error notification asking them to go to the store page so they could sign up or upgrade their account.

The Control version is shown below:

The error notification for restricted content is shown below:

Our Test Variant included the following changes:

  • Each search result had a clear call-to-action button.
  • The call-to-action button indicated what actions a user could take based on their account level (i.e. Show Full Test or Unlock Access)
  • Since the available action was already stated in the search result, the error message was no longer necessary and was removed. Users were redirected straight to the store page. 

The Test Variant is shown below:

The Test Details:

This test was run on desktop and mobile using VWO (our preferred testing software), with traffic split equally between the control and the variant. 

During the test period there were 20,000 visitors to the website.

The test was run for 17 days and reached a 98% confidence level. 

The Test Results:

The following results are for desktop and mobile combined.

We saw a 24% increase in call-to-action clicks from the search results page. 

With an impressive 49.4% increase in paid membership sign-ups

This translated to a 23.8% increase in revenue per visitor

Are you ready to increase your conversion rate on your own website?

Why not claim our free CRO audit that can increase your conversions anywhere from 20-100+%? 

Answer a few questions and we’ll send over the personalized audit by email!

Author: Kurt Philip

Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

We’ve worked with over 1000 businesses in the last 6 years.
Let’s jump on a quick call to see how we can help yours.

Book FREE CRO Call

Client Case Studies

Follow us on Youtube

10Beasts: A Unique Affiliate Site Case Study

10Beasts: A Unique Affiliate Site Case Study

In November 2018, I did a presentation at the Chiang Mai SEO conference.

I used 10Beasts as an example and discussed tweaks I would do to the website to increase its conversion rates. If we were to potentially work with them, that is. I also wanted to show how even well-known authority sites were not always the ones to copy as they don’t have perfect layouts, nor are they always optimised for conversions, as much as one may think.

Speaking at the CMSEO2018 conference on CRO.

As luck would have it, someone who worked for 10Beasts was in the room. 

Then, In December 2018, we took 10Beasts on board as a client. 

This is the CRO story of 10beasts

And here’s my promise:

I’ll show you the whole process no-holds-barred.

I’ll take you down into the depths of conversion rate optimization.

I’ll show you the highs and lows. The banging-the-head-against-the-wall moments.

And the finally-we-nailed-it celebrations.

This is what a CRO campaign looks like.

Buckle your seatbelts. It’s gonna be a fun ride.

This is a long one. Here are the highlights of this conversion rate optimization case study:


The Rise of 10Beasts.com

10Beasts came into prominence when Glen Allsopp featured it on Gaps. 

The site had only 8 pages. Yet it was ranking for thousands of highly-competitive keywords. On its 5th month online, it had already generated $80,000 in commissions.

Then at the end of 2017, Luqman Khan, the owner, sold the site for over half-a-million dollars.

But the story doesn’t stop there.

Less than a month after the sale, the site got penalized and lost a lot of its rankings.

You’d think that was the  end of it.

But in only 5 days, they got all the rankings back after disavowing many of its .edu links.

By the time we took on 10Beasts as a client in 2018, the site was getting hundreds of thousands of visitors a month

The start of the CRO Journey

A site with this much traffic is a delight to work on. The more traffic, the faster and better we can split-test. Based on the thousands of tests we’ve done on similar sites, we were confident we could get results as quickly as within two weeks.

It looked like it was going to be a straightforward run-of-the-mill CRO test.

Boy, were we wrong.

The first step: site audit and evaluation

I talk a lot about the 80/20 when deciding which pages to work on first.

This means choosing the top pages that make the most revenue.

By this time, 10Beasts  already had about 50 pages.

So we chose the top 10 that was making the most money.

Why start with this?

It’s the best way to take advantage of low-hanging fruit:

You want to see an increase in affiliate commissions right away. And working on pages that are making you money now is how to do that.

But how do you know which pages generate the most money?


Just kidding.

But seriously, that’s what many affiliate site owners do. They have one tracking ID for all affiliate pages and make a rough guess at which pages are generating most of the revenue.

This guessing game, more often than not, will give you false data. Not to mention – that’s a terrible way to start a conversion optimisation campaign.

And you miss a lot of valuable insights about your business when you don’t track the individual performance of each of the pages.

So if you don’t do this already, then let it be the first thing you do after you read this article.

Here’s how to set-up individual tracking IDs:

  1. Go to your Amazon associates dashboard
  2. Hover on your account name on the top right corner and click Manage tracking IDs

3. Click Add tracking ID and make a new ID.

4. Make a different ID for each of your money pages.

5. Change the links on your site using the tracking ID you made for that page.

After you’ve changed the links, wait a month or two, depending on your traffic. After this, you should get a clear idea which of your pages generate the most money.

Do you want a 20-100% conversion rate increase?


The second step: deciding what to test

With affiliate sites, we almost always work on the comparison tables first. From our experience, this is where sites can get the most revenue booster .

So it was only natural that we looked at 10Beasts’ tables to guide our first test.

The original table on their money pages looked like this:

Looking at it, the one thing that stood out to us was the lack of images.

Images are important when buying online. When you can’t touch or feel a product like you can in a store, you have to show them what it looks like.

It creates an emotional connection with the product – which is vital in making the decision to buy.

But that’s not the only thing we felt needed changing.

Think about it.

A comparison table is not just a visual representation of the products on your page.

It has an even more important purpose:

To get inside the mind of the buyer, meet him where he’s at and answer his questions. The table gets him pumped to buy the product before he even reaches Amazon.

Your comparison table educates him. So that when he clicks over to the store you’re promoting, he’s already primed with one purpose: to click the buy button.

That’s how important your table is. So don’t take this advice lightly.

You made that page to sell, right?

Then stop using an I-don’t-want-it-to-look-salesy mentality.

And dammit’, sell your goods.

With this in mind, what should be on the table to make it effective?

Here’s what:

  1. Target different demographics
    The people who land on your money page have different motivations and intentions. There are going to be people who buy on a budget and people who want the higher end product. There are going to be people who are minimalists and people who want all the bells and whistles. So you need to address these different desires.There are different ways to do this- but for our first test, which you’ll see below, we target each demographic by using a ribbon across the top corner of the image.
  2. Have a clear call-to-action that pops on the page
    I’ve already written an article on how to make call-to-action buttons that get the clicks. Read it here if you want to learn how to do that. For Amazon affiliate sites, you can use CTA texts such as:
    • Check on Amazon
    • Check price on Amazon
    • Check price here
    • Add to cart
    • Buy now at Amazon
    • Buy now

Choose any one text from above or come up with your own (as long as it’s allowed by Amazon TOS) and test which one works best on your site, for your audience.

  1. Include benefits and features
    This is part of educating your visitors which I mentioned earlier.

With all that in consideration, our developers went to work and made this table:


Notice the difference?

It looks cleaner and easier to navigate. Each image targets different market segments and helps the visitor identify which product to focus his attention to.

By breaking the table down this way, more people will buy because they are now more educated in a much better way.

The third step: deployment & the first win

So now, we have our shiny new toy, err comparison table, ready for the test.

We set up a split test on our preferred CRO testing software: VWO. We then began testing.

This is a waiting game

We started our first test on the 21st of December. Then it reached statistical significance on the 4th of January.

Here’s what happened:

For 6 of the pages, conversions increased.

But for 4 of the pages, conversions decreased.

Stop. Right. Now.

And read what I just wrote again.

I need you to grasp the lesson that every CRO person should tattoo on his chest.

Sometimes, your hypothesis works on some pages and not on others.

On. The. Same. Site.

Can you imagine what this means when you use that very same table on another site?

What am I trying to say?

You can’t just copy someone’s winning A/B test and think it will work wonders for you, too.

You’ve got to test it.


Now back to our results:

4 of the pages tests may have failed.

But look at the massive gains for the pages that increased revenue.

One page is up by 677%!

With this data, we further calculated what this meant for the overall revenue for all 10 pages.

Here’s what we saw:

The final commission increase was 55.1% when we roll out just the winners.

Notice how we’ve increased the products ordered by 30% even though there was only a small increase in clicks.

What to take away from the results:

Have a look at the data again.

Look at the number of clicks.

There’s only a 6.8% increase. That’s not a lot.

But look at the increase in orders.

That’s 30% more which resulted in a 55.1% increase in Ad Fees.

See what’s happening here?

The table didn’t make a big impact on the click-through-rate.

But it did something else — which is the ultimate goal of CRO.

It sufficiently educated the buyer.

It entered the conversation that was going on inside the visitor’s head. It filled the gaps in his knowledge. It answered the questions he had before he landed on that page.

And because of this, when he clicks the CTA and gets to Amazon, he arrives with the intent to buy.

Listen up.

This is an insight to really wrap your head around.

It’s not only about increasing click-through rates.

It’s also having a money page that sufficiently educates your visitor before he goes to Amazon.

Sure. Amazon already has high conversion rates.

But you can make it even higher if you have a page that puts the visitor into a buying frame of mind even before he clicks and goes there.

Get it?

Just as we were doing our second test to work on the pages that failed, a hiccup stopped us in our tracks.

We had to cancel the test.

Which was a bummer for us.

But it’s good news for you:

Because of this, we’re going to show you exactly how you can analyze your Amazon traffic and earnings. So you’ll know how to optimize your money pages for more revenue.


Here’s what happened:

Our first test increased 10Beasts Ad Fees by 55.1%.

But after we declared this a win, the client had a big question that needed answering:

Look at their Google analytics comparing traffic between January 2018 and January 2019.


As you can see, the traffic doubled in 2019 compared to the same period the year before.

But here’s the catch:

This increase in traffic didn’t translate to an increase in revenue.

Since their traffic had doubled, shouldn’t that also mean their revenue should increase by a lot, too?

But it didn’t.

WTF was happening there?

It’s a perfectly logical question.

But it was beyond the scope of the test that we did.

See. We split test.

We split test the performance of an original page (i.e the one that you’re using NOW) against an optimized one which we make.

In these campaigns, we don’t split test between the performance of the pages from last year to the performance of the page this year.


There are too many factors that affect conversion rates at different periods in time.

For example, we may be doing the test during a different season. We may have arrived when the product was no longer that hot. Or perhaps, your current visitors have gotten so used to your page they now have ad blindness.

So when the client asked us this question, we assumed that the quality of the traffic had changed.

But you know what happens when you assume!

So we got ourselves into sleuthing mode to understand what was happening here.

We dug deep. And analyzed a whole year’s stats.

We looked at their Amazon earnings and Google analytics.

And this is what we found:

Most of the increase in traffic in the past year was for the Smartwatches page.

In 2018, this page was 1.24% of its traffic.

In 2019, this same page accounted for 44.47% of the site’s traffic.

All good, so far, right?

Who doesn’t want more visitors to their site?

But here’s the rub:

Looking at their Amazon earnings, this page was converting at only 1-2 %. That’s very low.

This meant there was something about the page that hindered conversions.

We needed to look at every element including the copy, the list of products and the layout.

We had to find out why the revenue, from the end of 2017 to the time we started the test in December, didn’t increase in proportion to the increase in traffic.

Here’s what we found for the smartwatches page:

  1. People didn’t buy the best product that was recommended. There wasn’t even a single sale.
  2. One of the recommended products links to a page on Amazon which was sold only by 3rd party sellers. Like this:
  3. There was another recommended product that was selling well, but it had a high return rate.
  4. The first 2 featured products on the table got a lot of clicks. But not a single piece was sold.

Now we were beginning to see why the page had a low conversion rate.

And this was just for the Smartwatches.

We had a few more pages to do.

This explains why the revenue didn’t increase much even with the rise in traffic.

Here’s a lesson to take away from this:

You can make the fanciest table. In our case, a table that has worked wonderfully on many sites.

But if there’s something else on the page that stops people from buying, then you’ve got to fix that first.

The products that you recommend can massively affect your conversion rates and, by association, your monthly earnings.

This goes back to what I was saying earlier.

And allow me to say it again because it’s that important.

Your money page has to sufficiently educate the visitor. It has to answer all his questions about the products and fill the knowledge gaps in his head. That’s the way you prime more visitors to buy the item within that 24-hour period Amazon gives you as an affiliate.

As you can imagine, our findings were useful for the site’s direction moving forward.

Even the client agreed.

Do you want a 20-100% conversion rate increase?


Time to pivot and make some changes

With these new insights, we changed the course of our CRO strategy.

There were more pressing optimization issues that we had to address, first. We needed to:

  1. Update the list of recommended products, so that all outdated ones would no longer be on the list.
  2. Rearrange the order of the products putting either premium or popular items on the top
  3. Add features and benefits to the table to further educate the buyer


I see you and I hear you

You’re asking, “How do you find all these things out? Which products do you add or get rid of?”

Well, get ready, I’m about to show you exactly how we do it. So you too can optimize your money pages to make more sales.

I’ll show you how to find products to recommend and how to display them on your comparison table. I’ll also give you some ideas for CRO tests that you can do based on data that is available for you.


Let me introduce you to the wonderful world of Amazon reports.

“That’s all it is?” You ask incredulously.

But listen.

I’ve done CRO on a lot of affiliate sites. And I can tell you this.

Many affiliate SEOs have not once downloaded their sales reports to analyze it. Or they simply don’t know how to extract the most useful data from these reports.

But using this data is what separates the men from the boys.

It holds a lot of insights. And you’ll get loads of ideas on what to do to increase your ad fees.

Here’s what you need to do first: To implement this process, make sure you install unique tags on your top 10 pages. Collect the data for a month or two, depending on your traffic. Then, it’s time to analyze the data. 

Here’s what you do:

  1. Download the Amazon reports data for that particular tag and head over to the “Fee Earnings tab.”
  2. The next step in this process is to: Sort either by “Name” or “ASIN” column of the data that you downloaded. It’s recommended to sort by Name if the product has multiple variations like color, size, etc.
  3. Group the same products by color so that you know which products are sold the most.

So what do you do with all this data?

Here are some hypotheses that you can test.

Hypothesis 1: When you see that the second or third product you recommend is getting more sales than the first product, you can test this:

👉Run a simple split test by rearranging the products in the table.

Hypothesis 2: When you see premium products (the ones which pay the most Ad Fees ) get sold the most, you can test this:

👉Split test the old version against a new table with the premium product as the first one on the table. This could increase your overall Ad Fees because the #1 product usually gets the most clicks.

⚠ Note: Don’t recommend a premium product just because you expect it to increase your commissions. Do this only when you have the data to back it up.

Hypothesis 3: When a product which is not reviewed on the page sells well, You can test this:

👉 You can either add them to the table and add a new review section when you update the content.

👉Or If you are concerned about any SEO issues, add the new product to the table alone and add a “Read Review” link on the table. This link then leads to a page with a more exhaustive review of the product.

Got all of that?

I hope you have. It will benefit you a lot.

Testing the new hypothesis

On the 20th of March, we started the new test on 6 further money pages.

This time, we optimized the tables by using the insights we got from Amazon reports.

Here’s an example of what the table looked like with the changes we made.

We stopped the test on the 18th of April.

And the results showed a win for 4 of the 6 pages we tested.


And when we added only the winners, here are the results:

Overall, there was a decrease in clicks.

But the orders increased by 23.4%

The revenue by 61.4 %

And the Ad fees went up by 66.3%!

A simple table and product change and the difference in results were night and day.

We were quite pleased.

Do you want a 20-100% conversion rate increase?



Looking back, this was a long and eventful campaign. As always in the real world, it’s never plain sailing and we certainly hit a few speed-bumps along the way.

Ordinarily, with traffic like this, we would reach this increase in ad fees within 1-2 months for all pages.

But this is the reality of CRO.

You walk in. You expect things to go as normal.

But then sometimes, there are roadblocks where you have to pause and evaluate.

Where you have to dig into the data, find a new hypothesis and pivot strategy. And hopefully we’ve shown you how despite all the hurdles you can systematically improve your site’s conversion rate with the right strategy and logic.

And it’s not about how long the process took.

It’s all about the ultimate gains and the lessons learned.

It may have taken 4 months. But the insights gleaned from all these tests are ones that will continue to benefit them (and hopefully you) for a long time.


Thinking of doing this on your own sites? Here are the steps again.

👉 Do a site audit and evaluate which pages you want to do a CRO test on

  1.  Work on the 80/20 i.e. work on the top 20% of your pages that make the most money
  2. Don’t know which pages are making you the most revenue? Track it using tracking IDS and wait     for a couple of weeks to a month

👉 Decide what to test

  1. We recommend testing the comparison table first
  2. Include an image
  3. Target different demographics
  4. Have a clear call-to-action
  5. Include benefits and features

👉 Start A/B test

👉 Stop the test when it reaches statistical significance

👉 How to use Amazon reports data to find the best products for higher ad fees

  1. List popular or premium products first on the comparison table
  2. Add products which people buy but are not on the list
  3. If an item gets a lot of returns, exclude it from the list
  4. Don’t want to add additional content on the page’s review section for SEO purposes? Simply add a Read Review link on the table and link it to another page on your site with a detailed review of the product.

What do you think? I’d love to hear your thoughts.


Do you want a 20-100% conversion rate increase?

Author: Kurt Philip

Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

We’ve worked with over 1000 businesses in the last 6 years.
Let’s jump on a quick call to see how we can help yours.

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eCommerce Conversion Rate Optimization Case Study

eCommerce Conversion Rate Optimization Case Study

We’ve all been there:

On the hamster wheel.

You spend many long days and sleepless nights fighting tooth and nail to get more people to your site.

  • You work on your SEO endlessly,
  • You spend a big chunk of your revenue on ads and
  • You hustle on social media as Gary V told you to.

It seems the only way to make more money is to keep on increasing your site’s traffic.

Same hustle, day in and day out.

But that isn’t the only way:

You can work on your ecommerce conversion rates and it will open the floodgates to more revenue. Let us show you how to increase your ecommerce revenue!

With the same traffic, you can make 30 to 100% or more compared to what you’re making now, using a little ecommerce conversion rate optimization (CRO).

With even just a single winning test, you’ll immediately see a boost to your income.

Sometimes possible with one simple tweak to your page. And all you need to do is apply some eCommerce store CRO techniques.

That’s not all.

This is a system that is scalable, repeatable, and most importantly, data-driven.

It’s one-time work that will continue to grow your revenue into the future, at no added cost or effort to you.

What could be better than that?

Take, for example, one of our clients, JustThrive.

JustThrive is a health company based in Illinois, USA.

They sell supplements that are non-GMO as well as gluten, dairy, and nut-free.

Most of their traffic comes from search and costly paid ads.

When they approached us, they wanted to increase ecommerce conversion rates on their auto-ship subscriptions and get a better return on their ad spend.

In less than 3 months, we not only achieved these targets for them but increased their revenue by over 100%.

Imagine what that would look like for your business.

You don’t have to get any more traffic. Yet you significantly increase your revenue.

Today, I’ll show you exactly what we did to increase JustThrive’s e commerce conversions.

I’ll also dish out some marketing truths that play a big part in how I approach conversion rate optimization experiments.

I hope this helps you go beyond quick fixes like changing button colors, to understanding why people will buy from you and not your competitors.

Because this knowledge helps you create an eCommerce conversion optimization strategy that works no matter what niche or site you work on.

But before we talk results, let’s look into the birth of every eCommerce conversion rate optimization test

Conversion rate optimization is all about data, and that is the only information you should rely on. No matter how many years of experience your web developer or UI designer might have, they can’t always know what’s going to work with your audience.” – Hubspot–

I couldn’t agree more.

And I also think that disregarding this in any optimization campaign is why many eCommerce businesses websites report low conversion rates.

Here’s what I’m getting at:

You can do apply all the conversion rate optimization tactics and best practices on your site.

But it still may not increase your ecommerce conversion.

You see. What works for one site or target audience is not guaranteed to work with another.

You have to do a data-driven test to see if your customers respond to any conversion rate optimization changes.

That’s right. It’s inevitable. You can’t wing this. If you want a strong conversion rate optimization foundation, then you’ve got to test and deal with statistical data.

But here’s something really interesting:

It’s true that data is the foundation of a good eCommerce conversion rate optimization strategy. But equally important is an analytical mind.

An analytical mind that can look at both site analytics and design. Then arrive at an informed decision as to what elements to test to increase conversions.

How do you develop this analytical mind?

Like all things, it comes with practice. But if you’re a beginner to conversion rate optimization, you can start by analyzing pages on your eCommerce site and answering the questions below:

  • What’s the one goal of the page?
  • Does the page answer the visitor’s intent and clearly show the path that leads to a conversion?
  • Do all the important elements from the image to the copy, to the layout, seamlessly work together to support the one goal?
  • Does the page build trust and lessen anxiety or confusion?

Be brutal and honest when answering these questions.

I know your site is your baby. But this is how you find the flaws that may be limiting ecommerce conversions.

Sometimes you’ve seen your site so many times you can no longer view it objectively. In these situations, it can be very valuable to have an eCommerce CRO agency audit your site.

At Convertica, we follow the same objective and data-driven process every time we do a site audit.

Which was what we did when we first started working on JustThrive. Then after a thorough analysis of the page, we concluded that there were two big things we needed to address moving forward:

1) The customers

This niche has buyers with high motivations to engage. They have problems they want to get rid of yesterday.

But many of them may have been burnt in the past by companies who underdeliver. Plus news of vitamin and supplement scams online don’t help.

So they’re a bit wary. This meant that they probably land on the site holding their trust tightly in their fists.

2) On Selling Multiple Variations of One Product

JustThrive’s product pages have a few product variations. This creates friction.

When a customer has to choose at the moment of purchase, it can lead to decision paralysis. It stops them from taking any action.

The good thing was that JustThrive wanted more auto-ship subscriptions. So the goal was to steer the visitor to choose that over the other two options on the page. This made our job easier.

With these things in consideration, the Convertica team got down to work.

We went over their Google analytics with a fine tooth comb.

We got a heatmap going to see where the users were clicking, or trying to click.

We referred to our long list of proven tests and hypotheses relevant to this niche that we’ve run before; and

We put together the first hypothesis.

Yes, a hypothesis.

We may have done thousands of tests, and we may sometimes think that we know exactly what to do to improve your ecommerce website conversion rate — but all that means nothing until the analytics show us the real data.

Just because something worked on one site, doesn’t mean it’s going to work on another – even in the same niche. There are too many things that could affect the results of your experiment.

Sure, the more expertise you have, the more often your hypotheses will be big winners from the get-go.

But that doesn’t mean ecommerce conversion rate experts do not go through the process of testing their hypotheses.

Any conversion rate optimization service that offers to implement changes on your site without explicitly testing and showing you the data, is simply cutting corners.

So, as I was saying,

Before testing, we start with a carefully formed hypothesis. And we wait for what the data tells us. We try, hard as it is, not to let our ego get in the way.

After our initial deliberations, our experienced development team got to work and built a new store design ready for a split-test.

These are the things we changed:

  1. We minimized visual clutter by changing the product images and putting more white space around them.
  2. We made sure that elements near the Add to Cart CTA button had trust signals. This meant instead of social media icons, we added icons for a 30-day guarantee, secure payment options, and a shipping icon.
  3. Because we wanted to push the auto-ship subscription offer, we made this more prominent in the layout. We added an eye-catching button that says “Best Value” and emphasized the free shipping offer.

Do you want a 20-100% conversion rate increase?

Here is what the original layout looked like.

Desktop version



Increase your ecommerce conversion CRO case study


Mobile version




Here is what our first winning variation looked like


Desktop version




Mobile version




We deployed this campaign on the 7th of December. After a little over a month, on the 15th of January, our assumptions proved to be correct.

Here are the results of the first test with 98% significance.


JustThrive Variant 1 results


Our first winning variation increased conversion rates by 25.4% over the control.

Autoship subscriptions increased by 41.5 %.

……and the revenue went up by 30.4%.

We were quite pleased with the increase in auto-ship subscriptions, because that was, after all, our main goal.

Now here’s the thing…

That’s only the very first test. One test. Over a 6-month campaign, we can complete up to 12 tests with significant wins almost every time.

We were just getting warmed up.

In eCommerce conversion rate optimization, you should never stop after just one test.

You glean some insights from testing one element and then you try and push that further with another test.

And push we did.

We went back to the drawing board and formed a new hypothesis. With more specific data learned from the first test, it was time to take it to the next stage.

Here’s the second variation.



You may have noticed that we changed a few different elements here. The main thing to take note of was that we set the autoship product variation to default.

Most of the time, our rule is to change as few elements as possible.

However, we wanted quick results here so we opted to simultaneously test the optimizations based on what worked in the past from our thousands of tests. If this didn’t test well, we would have scaled back on the changes then tested again.

We released this new variation on the 15th of February against our first improved variation.

On the 24th of March, we had the results.


JustThrive Variant 1 results


That’s an 85.19% increase in auto-ship subscriptions.

53.73% increase in the total number of orders.

And a 54.77% increase in revenue. Compared to the already improved second version.

How about that, huh?

This 54.77% increase was against our first test variant that already produced a 30.4% increase, meaning the cumulative revenue increase for these two split tests is 101.82%! (1.5477 x 1.304).

Not to mention the bigger win here being the cumulative increase of 162% in recurring revenue.

By now you’re probably wondering…

That’s all great, Kurt. But what do I have to do to increase my online store’s conversion rates?”

Well, keep reading.

I’m about to share some lessons I’ve learned running thousands of conversion tests so you can optimize your online store as we did with JustThrive.

eCommerce Conversion Optimization Mindset

First, a warning.

This isn’t about the best words for your call to action button or the perfect image to use. I’ve already got a post about that here.

Instead, this is about your mindset and the mental shift that needs to take place if you want to become a eCommerce conversion rate master.

We good?

You see, conversion rate optimization is not about changing single elements on the page and doing psychological hocus-pocus to lure visitors to buy your goods. It’s a scientific process.

At the very heart of it is understanding what influences your users to buy from you.

And to understand your customers, there are some realities to reconcile yourself to.

1. Your product page is not just a product page

Your product page is not just a showcase for your amazing gadget.

It’s the place where your customer’s dreams come true. So don’t ask questions like:

  • How can we make this page look cool?
  • How can we win the Webby Awards with this design?

Instead, when you build a product or landing page, ask these questions:

  • When my potential customers land on this page, do they know they’re at the right place within the first 2 seconds?
  • Are all the product images crisp and clear so that they know exactly what this page is about just by scanning it?
  • Is the product description specific and complete, so that shoppers have all the information they need to make the decision right there and then?
  • Is the content easy to understand? Does it answer every objection and question buyers may have?
  • Does it have all the elements needed to lessen buyers’ fear of online shopping, for example,
  • If you offer free shipping, is it clearly written on the page?
  • Do you make it clear that your site uses a secure payment system and that their credit card details are secure?
  • Is there a link for customer support such as live chat or email?

Always ask these questions when you build your product page or landing page, and you’ll have done a lot more than many eCommerce business websites.

2. You’re guilty until proven innocent

People hate to let go of their hard-earned money.

They hate marketers even more.

Add to this the many stories of fraud, lies and scams that they hear about online. And you’ve got potential buyers who start a relationship with you with a very low level of trust.

And if you think that’s bad. It doesn’t stop there.

Online shoppers are bombarded with options.

Online shoppers fickle and know they can go to another store with the click of the back button or a quick google search.

When they look at your site, they have 3 other tabs open – all of them your competitors.

Guess what?

It’s the store that breaks that barrier and radiates trustworthiness that will get that person’s business.

This means that your page from the copy, to the tone, to the flow, to the design should overcome this initial prejudice if you want a visitor to take the desired action.

As Flint McGlaughlin from MarketingExperiments says,

..your copy needs to give me a sense of certainty not only that this is the right product but that you are the right guy.

He further adds that your page has to answer this question:

“Why should I stay here rather than consider another option? What makes you so special? If I am your ideal customer, why should I purchase from you instead of any of your other competitors? Help me as a visitor to understand this is the place to look for my solution”

3. Your visitors owe you nothing

Tbh, product pages are great fun to optimize.


Because most shoppers are already aware of what you’re selling.

But just because they’re ready to buy doesn’t mean they’ll buy it from you.

Just because they landed on your page doesn’t mean they’ll read every word on it.

Steve Krug in his book, “Don’t Make Me Think,” says,

“Most web users tend to act like sharks. They have to keep moving, or they’ll die. We just don’t have the time to read more than necessary.”

So what do you do?


  1. Know your buyers. Know the motivations that got them to your page. Know their questions. Know their objections. Know the exact words they use to explain their pains and desires.
  2. Make it clear as soon as buyers land on the page that they’re in the right place.
  3. Make sure that your page answers the persistent question that hangs over every visitor’s head, “What’s in it for me?”

Keep these three things in mind when you build your product pages.

Make it clear when you write product descriptions that you understand your customers. It’s when you’re sensitive to what they feel, that they get motivated to stay on your page and check out your offers.

Tips to Increase your eCommerce Conversion Rate

Mystery boxes have their place. But most of the time, when a person visits an online store, he wants to know what he’s getting.

And it’s your job to tell him what it is.

Sounds simple enough, right?

But because there’s a technological barrier between you and the buyer, it’s more challenging than it sounds.

You may think that traffic is all you need to make money from your site. But it isn’t. This is why the average eCommerce theme conversion rate across all industries is staggeringly low compared to offline retail stores.

And yet, when a business gets it. Really gets the art and science of selling online, their conversion rates increase by leaps and bounds.

Don’t believe me? Then check out this eCommerce conversion rate average for different industries. Take note of the big difference between mean conversion rates to that of the conversion rates in the 90th percentile.

In computer software and video games, for example, the mean is 19.5%. And yet, the one in the 90th percentile is 61%.

These eCommerce businesses converting at 61% get it. And it’s what you can aspire to get to.

So. How do you get to this level?

By understanding your customers and doing lots of conversion rate optimization tests. There’s no way around it.

But I also know that you’re reading this to have some takeaways that you can apply to your site now.

So let me show you the top three things to focus your optimization efforts on to propel the growth of your eCommerce business.

1. Make them understand what your eCommerce store is all about

A person has to know a few things before he’s even willing to read through your copy, much less click the Add to Cart button. First,

  • He needs to know he’s in the right place
  • That you’re selling the product he wants

Let’s say you’re in a gigantic mall with dozens of stores. You go in to buy a computer. You’ve never been to this place before. You’re not familiar with the shops. So the first thing you do is find a computer shop. Then once you’re there, you find out if they have what you want.

The same is true for every new visitor who lands on your site.

As soon as he lands on any of the pages on your site, he first has to know if he’s in the right place. And if you want to improve your conversion rate, you’ve got to make that clear to him.

Here’s the problem.

You’re not there. There’s no sales clerk either who can walk a person through a product, or show him the way if he gets lost.

That is your big challenge.

And it’s not always an easy one to deal with

See. This means you have to think about all these possible problems beforehand.

This is where optimizing user experience comes in. Anticipate their potential problems and then build a site that’s easy to use and brings on flawless user experience.

How do you do this? Here are some tips

Consider where the visitor is in the customer journey

Before a person buys anything, he goes through three different stages. This is called the buyers journey. The stages are

  • Awareness
  • Consideration and
  • Decision

His frame of mind depends on which stage of the journey he’s at.

The person at the awareness stage knows he’s got a problem or he needs something but he doesn’t know what it is. So he might search for something like “What computer should I buy for video editing?

The person at the consideration stage knows the different products available but is now looking for the best one among the different options. He’s most likely to search for “Difference between Apple iMac 4K and Microsoft Surface Studio 2.

And finally, the person at the decision stage knows exactly which product he’s buying and is now looking for the best place to buy it from. He might use the keywords “Buy Microsoft Surface Studio 2.

Think about these different stages. And bear in mind, that at each stage, the customer will be at a different frame of mind.

So if he’s still at the awareness stage, don’t bombard him with the price or the discount offer you have right now. He doesn’t care about that. Not at this stage.

Tell him only what matters to him now.

You’ll have to evaluate every page on your site and see at what stage of the buyer’s journey a person who lands on that page is at.

Study your site’s Google analytics report. And pay attention to the keywords visitors use to find you. These keywords will give you an idea of their awareness levels.

Here’s a table from Hubspot showing relevant terms for each stage of the journey. Use this as a guide to know more about your visitors and the pages they visit.




2. Reduce friction and anxiety

Shopping online comes with a lot of inherent fears and insecurities.

Why do people go to big known brands to buy online? Because there’s a lesser degree of risk involved.

And if you run an online store without the marketing budget of big brands like Amazon, Target or Walmart, you’re already in a losing battle.

There are things you can do to fight and put the odds somewhat in your favor, such as improving your perceived value, but let’s assume you’ve done all that already.

What else can you do? How do you convince a person to buy from you instead of the competition?

I’d say that one of the important deciding factors on whether a person buys from your site or not is the level of trust he holds for your business.

Online, this doesn’t come easy. People tend to be wary of businesses they know nothing about. This is why as part of your marketing strategy, you put your brand in front of people even when they’re not in a buying mode. This gets them primed and familiar with your business.

But apart from this, there are also other things you can do to make potential buyers trust you and your brand.

This doesn’t happen by chance. You’ll have to engineer it and deliberately show that you’re trustworthy.

Here are some things you can do to initiate this.

Use the power of third-party social proof

Be it reviews, testimonials, trust badges or certifications, third party social proof is a great way to improve your conversion rate. It changes a person’s frame of mind from “I’m not sure if I can trust this business” to “If others have bought from this store before and were happy with the purchase, then maybe I can trust them, too“.

  • If you have reviews that show the qualities of the product as well as the trustworthiness of your brand, don’t hide them. Show them off where the person can easily see them.
  • Use testimonials strategically. If a popular person has a testimonial, don’t be scared to flaunt it.
  • Show your guarantee. Guarantees may seem like a small thing but it takes a person who’s deciding whether to buy a product from you to the next step of the decision process. Let’s say she’s researching a product and she’s got another tab open – that of your competition. You’re both selling exactly the same product, but you have on your page clearly displayed your 30-day return guarantee. Who do you think they will buy it from? It’s little things like this that make a big difference in the conversion rate of eCommerce sites.

Prominently display customer support information

Make customer support prominent on every page of the site.

Your challenge online is the lack of a real person to show a shopper the ropes. Most shoppers have come to terms with that. But still, it’s your job to reassure them.

It’s your job to let them know that should they have any questions or problems, there’s the customer support that they can talk to.

How do you do this?

Have your contact information visible on every page. If you can put your phone number on the header and it doesn’t affect site design, then do it.

If you have a properly designed website, most people will not call. But psychologically, it means a lot. You display that phone number and their trust in you increases.

Additionally, have live chat and your email address within easy access.

If you don’t have the resources for live chat, then use a chatbot. This is now commonplace in many eCommerce stores and customers are getting used to it.

Know the importance of the Add To Cart Button

The Add to Cart button. Such a small part of the whole design of a product page. But it plays a major part in eCommerce conversions.


Because it’s usually the point he has to engage with you to get to the next step.

It’s the point where your buyer has taken action. It’s the point where he becomes a passive reader to an active consumer.

And though that may seem like a small thing, it isn’t.

This is why a lot of blog posts and case studies are spent just exploring CTA buttons to increase conversion on eCommerce websites.

3. Optimize the checkout process to increase eCommerce conversion rates

So at this stage, the visitor knows that he wants the product you’re selling and he trusts you enough to buy from you.

You think that’s enough? If only it were that easy.

Look. The first two tips above are very important in getting a potential customer to this ready-to-buy stage.

But here’s the thing. The checkout process can potentially be the most stressful part of the shopping experience.

Let me lay it out for you:

A visitor at this stage has done all the research. He’s read many websites. Compared a lot of products. And after hours of research, he has finally decided to buy from you.

What a relief. Here is the culmination of all that work.

Finally, all the hard work is done.

I repeat that. He expects all the hard work to be done.

It should now be smooth-sailing. All he has to do is pay. Then he can get back to watching football, playing with the kids or vegging out on the sofa.

Now imagine that psychology. That frame of mind. Itching to get it done and over with.

But then…

  • There’s a long form he has to fill in
  • He has to register first
  • He finds out you don’t accept the payment system he prefers using
  • Shipping’s going to take weeks
  • Shipping costs an arm and a leg

All these things he has to do. All these problems he has to deal with. It’s supposed to be easy and yet, you’re making his life hell.

Ok. Maybe hell is a bit of an overstatement. But all these sudden responsibilities he does not welcome at all. Some determined people will stay. But most of them will want to leave (and can you imagine how much more frustrating that is for users on mobile devices?)

Don’t believe me?

Do you know  the shopping cart abandonment rate for online retailers.

It’s 69.57%!

Imagine that! More than half of the people who are ready to buy, credit card in hand, just leave.

Isn’t that painfully disheartening?

So near yet so far.

It’s a real problem in eCommerce. But why? What exactly are the reasons why people leave? Baymard recently asked more than 4000 US adults for their reasons for cart abandonment. Here’s the result of that survey.

Shopping Cart Abandonment


The top responses are:

  • The extra costs are too high
  • The site wanted me to create an account
  • The checkout process is too long or complicated
  • I couldn’t calculate total order cost upfront
  • I didn’t trust the site with my credit card information
  • Delivery was too slow
  • Website crashed
  • The returns policy wasn’t satisfactory
  • There weren’t enough payment methods

These are all things that you can do something about. These are problems you can solve. Solve these and you decrease shopping cart abandonment problems

So if you want to get serious with your eCommerce conversion rate efforts, then study the top reasons for abandonment. Get your conversion team together and see how you can enhance your customer’s shopping experience to improve your conversion rate.

The challenge here is to make the checkout process as seamless as possible,

  • Make it easy for them to get from clicking the Add to Cart button to the Pay Now button.
  • Offer different payment systems
  • Allow guest checkout
  • Have interactive forms that tell users why their payment has been denied

Also, find a way to communicate important information they need to know before they add an item to the cart. Basic information such as shipping, extra costs, or payment systems you accept should be clear to buyers before they add an item to the cart.

Are you still with me?

Now that you know

…that your product page is for meeting your buyers’ needs

…that your visitors come to your site full of distrust, and

…that your visitors feel no obligation to buy from your store.

You can start to optimize your page.

And when you do, here’s a good rule of thumb.

Assume you know nothing about your potential customers


Yes, that’s right. Harvest all the research you need about your customers.


Once you start the eCommerce conversion optimization campaign, shelve it in the corner.


Because all that research can’t tell you how your visitors will behave when they land on your test pages.

All that research will only help you meet them halfway when you formulate the hypothesis, write the product descriptions and design the layout.

But once they interact with your page, you never know what they will do.

You just have to test it in the field and test the validity of your assumptions.

Then and only then will you know if your visitors do what you thought they would do. Then and only then will you be able to glean insights to the types of changes your particular customers respond to.


“All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.” – Sun Tzu

Quick fixes and best practices can get you so far.

But if you want to become successful at eCommerce conversion optimization, you need to operate beyond tactics.

More importantly, you need to understand the motivations and pains that led your customer to your page. You need to change your mindset about what conversion optimization is.

That it isn’t just about changing web designs and layouts but actually knowing your customers. And understanding what is most important for them when they land on your page.

And then once you know this, build a site that makes their experience while on your site a smooth and easy one. This means optimizing the different pages to match the different levels of buyer awareness.

Finally, set up a site that inspires trust.

And when you put all these together as you optimize your website, you’ll find that your visitors will engage with you more. The more they engage with you, the more they think of you next time they need something you sell. And that is how you increase eCommerce conversion rates and thrive as an online business.

Ready to boost your conversions? Contact our expert eCommerce CRO agency today to take your online business to the next level!

Author: Kurt Philip

Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

We’ve worked with over 1000 businesses in the last 6 years.
Let’s jump on a quick call to see how we can help yours.

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Empire Flippers Lead Generation Conversion Rate Optimization Case study

Empire Flippers Lead Generation Conversion Rate Optimization Case study

Today, I’d like to share a case study with you.

Convertica’s experience working on the Empire Flippers valuation tool is the perfect example of the power of CRO done the right way.

Analytics & Conversion Rate Optimization doesn’t have to be complicated, it just requires a well managed process.

With a systematic approach, hard data, and experience gained from CRO’ing hundreds of sites (plus a bit of UX magic), we were able to increase an already successful website’s conversions by over 50% in just over 6 weeks.

I’ll detail the exact steps we took to CRO the tool plus the thought process behind it.

To see the full 2,500+ word conversion optimization case study on the Empire Flippers Blog, click here.


Empire Flippers is an Inc. 500 online marketplace with over 11,000 members. As website brokers, they facilitate the sale of established, profitable online businesses.

The Empire Flippers Valuation Tool lets business owners get a good idea of their site’s value based on dozens of proven and tested metrics.

Even though the tool had already successfully evaluated 45,000 businesses, Empire Flippers knew it could do better.

They turned to Convertica due to our past experience with lead-gen sites that we personally owned or managed for clients.

Fortunately, I had been both a buyer and a seller on the site multiple times before, so I had unique from a CRO perspective. This allowed me to put myself into the user’s shoes (which ended up playing a HUGE role in the campaign’s success).

The Challenge: The tool was already a major success by any measure: $47 million dollars worth of businesses sold and over 45,000 evaluation isn’t too shabby if you ask me.

However, there were a few sticking points that I myself had encountered that were holding the tool back from reaching its potential. Mainly, the fact that the valuation submission process wasn’t very intuitive and required A LOT of user input. Convertica had to find a way streamline everything, and it all had to be done on Empire Flipper’s Frankenstein mash-up of a WordPress site.

Our Hypothesis: Based on past wins for our lead-gen clients (62% average increase) and my perspective as a former user of the tool, we theorized a solution based on a simple hypotheses:

The more a user has to think, the lower conversions will be.

CRO doesn’t have to be complicated. This simple hypothesis had worked for plenty of clients in the past. We thought if we could simplify the process and make it more engaging(read more cases here), Empire Flippers would see a major boost to submissions.

Think about it—in 2018, we use apps for everything: dating, ordering lunch, finding a dog sitter, you name it. Most of them are so intuitive (a swipe here, a button press there) we don’t even notice we’re using them. Everything is done in the subconscious (like a game). This is a HUGE for CRO. We knew if we could keep users in that stream, we’d bump conversions significantly.

Even we didn’t expect 51.6% in just 47 days, but looking back on it, it makes a lot of sense. Here’s the exact process we used for achieving our goal.

Convertica’s CRO Process

We Set a Goal

Based on our past wins, we knew more than 50% gains were achievable.

We wanted to set a realistic but ambitious goal.

The point of setting a goal is framing your success.

You never want to settle for mediocre results — jump over to the study case in increasing monthly revenue within a short time!

Increasing leads by 20% is by all means a success, but when compared to our goal it would have been a failure, especially considering our past wins.


 Gamify the Lead Capture Process

One strategy that had worked for nearly all of our lead-gen clients in the past was “gamifying” their lead capture tools. By making the process more like the rest of the apps a user is glued to all day (more engaging, easier to use, simpler), we knew we could increase conversions. Our goal was to get the user to think as little as possible.

How we “gamified” the tool  

The first page of the lead capture was already very intuitive; no thinking, just clicking a button.

However, once you chose your monetization method, you were brought to this screen:

This type of static form is not intuitive. Now the user actually has to enter data (and exit their subconscious stream).

ENTER: our kick-ass in-house team armed with a year’s worth of lead-gen tool data.

All of those tests we ran on lead-gen sites taught us that if the initial 2 or 3 fields of a tool require no specific input, conversions increase in a big way.

Here’s what we did:

  • Multiple-Choice Questions: Multiple-choice or yes/no questions automatically generate the form without the user realizing. It also keeps them fully engaged.
  • Sliders: Instead of the user manually entering their monthly income and expenses, we had them use an interactive slider.
  • Progress Visualization: Never underestimate the power of visualizing progress. According to the lead impact case study, when the user can see how close they are to completing the process, it keeps them engaged.

Here’s what the new submission process looked like;

You can view the live version here.

Did you notice there isn’t a “Next” button? If it doesn’t have to be there, why put it? They’ve entered the data, now move to the next step.

TIP: Minimize your visitor’s actions. The less times the user actually has to make a decision, the better. Try and make some for them.

With our new submission process, the user is 40% done before they have to enter any data.

Test the New Tool vs. the Old

We don’t like to be too full of ourselves, but we knew the new tool was a winner. Still, as part of our standard operating procedure, we always test (and you should too).

We ran a split-URL test. This sends 50% of traffic to the new version of the lead capture and 50% to the original.

As we suspected, the test showed a pretty clear winner relatively quickly. The new gamified version killed it: + 40% in just two weeks.

Our custom reporting software provided valuable insight as to which type of user (segmented by device) converted by each version. Which brings me to my next point:

Always use data collected from tests to further refine your testing.

Data collected from this first test allowed us to create a more targeted second test. A 40% increase is great, but our goal was 50% so we weren’t satisfied.

Implement the New Lead Captures

Pretty straightforward here, right? The old version was clearly inferior, so we rolled out the new version and sent 100% of the traffic to it. We instantly saw a jump in conversions, which was just the validation we needed.

Use Live Data to Optimize Further

If there’s one takeaway from this case study, it’s to use data to further refine your results.

Good CRO is a constant process of refining based on the data (click here to know more).

We had already increased conversions by 40%, but our goal was 50%. Using our new data and some awesome CRO software, we could further identify some key friction points.

By using the data from the first test, we were able to double down and gain even more conversions for Empire Flippers. It was like the icing on the cake.

Optimizing for Mobile with Formisimo

After running a split URL test, we gleaned an important piece of data: the desktop version of our variation outperformed the mobile version by a good margin (36% conversions vs 26%).

We used a killer piece of form-tracking software for lead-gen sites called Formisimo that let us see the top drop off points for users who need to fill out forms. Basically, it speeds up your CRO by allowing you to conduct more focused and effective tests through identifying bottlenecks. In simpler terms, it’s freakin’ awesome.

Using Formisimo, we segmented visitors by device and discovered a major sticking point for mobile users: their thumbs.

The mobile thumb problem: Most people use apps with just one hand. The layout of the new variation was such that reaching the important areas with just one thumb was difficult to say the least.

The solution: We had our UX magician work her magic. Anywhere toward the top of the screen was too hard to reach, so the layout had to keep most of the important stuff toward the bottom so it could be used with just a thumb. Now, instead of having to use both hands (or god forbid reach a bit further!), the entire page was in what we considered the “easy to reach” zone.

The result: Guess what? 10% more conversions! — not only that we also do coaching to maximize conversions.


Challenge: Increase Empire Flippers’ lead-gen tool’s submissions by 50% and make it appealing to hundreds of visitors using their phones with one hand.

Solution: Gamify the tool to make it more engaging and decrease user thinking by making it more intuitive.

Result: + 51.6% conversions in just 47 days which was significantly optimized even further over the following months.

Key Takeaways:

  • Set challenging goals
  • Keep the user in their subconscious by decreasing their workload. Remember, the more thinking the lower the conversions
  • Display their progress and delay specific input as long as possible
  • Test and track everything!
  • Use data learned from initial tests to further refine later tests
  • Segment down to device level to get even more easy wins
  • Never settle for mediocre results. Keep testing!

To see the full 2,500+ word case study on the Empire Flippers Blog, click here.

Author: Kurt Philip

Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

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