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May 5th, 2011

Increase Sales with Multivariate Testing

One of our clients asked help with their AdWords PPC campaign to increase sales and lower the CPA levels. Currently our client had a Return of Investment of 133% and wanted to increase this to around 200%.  After reviewing the Pay per Click campaign we identified the points that needed improvements. We started to split test the ads and added negative keywords and removed non-converting keywords.

We know from experience that the website needs to convert the traffic. You can have an optimised Pay per Click campaign and no sales because the website needs to be optimised for the keywords you are bidding on. Conversion rate optimisation needs to be a big part of your online marketing strategy. We from iBéBito Media use conversion rate optimization tool Visual Website Optimizer to create A/B tests, Multivariate Tests and heat-maps.

We started to create a Multivariate Test for our client to see if we could improve the sales and ROI. We created 7 variations where we moved the main picture from right to left. Other variations where increases the font size of the main headline and change the headline to lime or red colour.

The winning combination was the movement of the main picture to the left and increases of the font size of the main headline.

The test showed that the winning variation had an improvement of 53.75% and 97% chance to beat the original page. We advised the client to change the home page to the winning variation. After the implementation of the new homepage clients Return of Investment increased to 194%.

 

This shows that conversion rate optimisation of your landing page can make a big difference in your sales and ROI.

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