Creating Consistency to Increase Conversions
Throughout the past year, W3i focused on optimizing landing pages. Considerable success was made from A/B testing translating to increases in bottom line revenue. Several tests saw double digit percentage increases in EPC (earnings per click) and downloads. Although success was made, optimization is an ongoing process that doesn’t stop at landing pages, extending to keywords, installer skins, and consistency in the overall installation process.
The key to a successful text ad campaign is matching your landing page keywords to your ad keywords. This same concept applies to the creatives you use later in the process, such as the installer. Creating consistency through the entire download process from the landing page onward is the ideal scenerio; and this led to our installer testing. The ultimate goal of this installer optimization was to increase conversions, defined by how many users accept offers and download the product, as well as overall revenue. Below is how W3i’s first installer test resulted in an increase in both EPC (earning per click) and downloads.
By creating consistency, aligning the design used in the installer with the design used on the landing page, we saw significant lifts in EPC (earning per click) ranging from 10%-15% due to increased conversions.
Background: W3i recently redesigned wallpapers.com, a consumer site which offers three different types of downloadable wallpapers: static wallpapers, animated wallpapers, and wallery, an application that rotates wallpapers. This radical redesign drew attention to subsequent creatives in the installation. After reviewing the entire download process, W3i considered the potential benefit of an installer that offered more design consistency with the site (our optimized landing page in this case). The site is merely an entry point to complete the installation process. After hitting the“Download” button, the user reaches an installer where they start the installation process, accept offers and ultimately download the product.
Optimization Test: The task was simple and required W3i to align the installer creatives with the site creatives and then test the new installer creative against the original.
Wallpapers.com Site: This page is treated like a download page and
starts the installer when the user hits “Download Now.”
Control: The original installer – lovely New Design: Notice the black skin with the
design, but not very consistent with the site blue shading that resembles the design used
creative. on Wallpapers.com.
Results: The new installer provided significant lifts in EPC (earning per click) ranging from 10%-15%. Completed downloads also increased conversions anywhere from 3%-10%, depending on the product. Providing consistency in the install process clearly made users flow through the download and complete the install with less hesitation.
W3i’s optimization efforts provide considerable rewards, and we will continue to find better ways to increase conversion rates. With the valuable learnings as a result of our installer test, W3i intends to move forward with several more tests and make the download process a seamless and consistent user experience from start to finish.
Jessie Golombiecki, Marketing Specialist, W3i
Jessie uses her experience in internet marketing, graphic design and testing to lead the charge in marketing management optimizing all touchpoints with consumers.
April 7th, 2009 at 10:56 am
[...] Designers frequently help design the website and software interface, but the installation is usually off limits, making this non-integration feel even more pronounced. Building an installer that mimics the look and feel of your website can provide a significant boost in completed installations. See the article W3i posted called, “Creating Consistency To Increase Conversions” (http://blog.w3i.com/index.php/2009/03/06/creating-consistency-to-increase-conversions/). [...]