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Make Your Content Useful: How a simple UI change created 74% more page views

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Make Your Content Useful: How a simple UI change created 74% more page views

When your digital media business depends largely on page views, anything you can do to increase those views also increases the chance of long-term success. For Car & Driver, one set of pages in particular drives a significant amount of revenue – the vehicle research section.

It was true in 2008, when they ran this A/B test, and it’s still true today. In fact, the discoveries from the A/B test here have been carried over through the years into today’s designs.

Here’s some background:

Car & Driver Test Background

The control widget was a simple block of creative on the homepage that linked to the various pages within the vehicle research section.

Car & Driver Test Control

The treatment widget took a different approach. In order to increase engagement with the widget, and eventually page views to the section, the treatment added an element of interactivity via a simple drop-down functionality. In short, they made the content useful to the customer.

Car & Driver Experiment Treatment

The result was a 74% increase in page views in the vehicle research section of the site.

Car & Driver Experiment Results

But what is truly interesting about this test, and illustrates the true value of testing, was that Car & Driver learned something important about their customer. Something so important, in fact, that today, eight years later, this approach is used to create an even more effective page design.

Car & Driver Current Page Design

By simply making a set of links, more useful to the customer, Car & Driver was able to not only increase engagement for the vehicle research section, but they learned a system to give themselves a long-term edge.

Below is the full, downloadable slide presentation for this test.

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Millennials something Snapchat something something [1]

5 Call-to-action examples that increased conversion rate (just by being helpful) [2]

Call-to-Action Button Copy: How to reduce clickthrough rate by 26% [3]

Build a Better Home Page Strategy: How multiple objectives on a homepage increased clickthrough to a single page by 52% [4]

Paul Cheney

About Paul Cheney

Paul Cheney, Senior Partnership Content Manager, MECLABS Institute Paul helps turn raw research into easy-to-understand content for MarketingExperiments readers. He earned his B.A. in English literature from Covenant College. Before joining the MarketingExperiments team, Paul wrote grant proposals and fundraising letters for a mid-size nonprofit in New Jersey. He has also worked as a freelance Internet marketing consultant and copywriter for small businesses. In his spare time, Paul enjoys reading, writing poems and dating his wife, Callie.

Categories: Analytics & Testing [9] Tags: , [10][11]

References

  1. ^ Millennials something Snapchat something something (sherpablog.marketingsherpa.com)
  2. ^ 5 Call-to-action examples that increased conversion rate (just by being helpful) (www.marketingexperiments.com)
  3. ^ Call-to-Action Button Copy: How to reduce clickthrough rate by 26% (www.marketingexperiments.com)
  4. ^ Build a Better Home Page Strategy: How multiple objectives on a homepage increased clickthrough to a single page by 52% (www.marketingexperiments.com)
  5. ^ Twitter (twitter.com)
  6. ^ LinkedIn (www.linkedin.com)
  7. ^ Paul’s Posts (www.marketingexperiments.com)
  8. ^ Send a Letter to the Editor (www.marketingexperiments.com)
  9. ^ Analytics & Testing (www.marketingexperiments.com)
  10. ^ (www.marketingexperiments.com)
  11. ^ (www.marketingexperiments.com)
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