Conversion Optimization Case Study
Background
• ITransact is a national provider of merchant services to SMBs • WSI was in engaged in 2013 to provide
conversion optimization services • A series of 5 A/B spilt tests were conducted
over approximately 5 months
Conversion Optimization Tests and Results
No Flash Panel Original Home Page No Flash Panel
No Flash Was the Winner Original Home Page No Flash Panel
Next Test: Bigger Call to Action Previous Winner Bigger Call to Action
Bigger Call to Action Won Previous Winner Bigger Call to Action
Next Test –Form on Home Page
Previous Winner Form on Home Page
Form on Home Page Won
Previous Winner Form on Home Page
Next Test – Offer of $100
Previous Winner Get $100 if we can’t beat current rate
Winner – Previous Offer
Previous Winner Get $100 if we can’t beat current rate
Next Test – Graphics Change & Phone Number
Previous Winner Lighter Cleaner Graphics + 800 Number
Winner – Graphics Change & Phone Number
Previous Winner Lighter Cleaner Graphics + 800 Number
Overall Conversion Results
+86% Improvement in Conversions
+79% Improvement vs. Prior Year*
*Conversion tracking was not implemented until August in 2012