Via the excellent ABtests.com comes a case study detailing how Crystal Ski were able to increase homepage conversion rates by 50% and decrease bounce rates by 20% by implementing a new design.
I think it’s really interesting to look at these case studies just to see how amazing a design change can be.
The new design had a more prominent main graphic, a minimalistic navigation bar, a higher-contrast search box, as well as more distinct (clearly labeled) sections containing deals and other content. You can see the two in action below, the new one is shown first.
Here are more details of the test performance:
Results Hypothesis
Several design elements create a stronger visual hierarchy in Design B. First, there are four distinct regions on the page: the large banner special ad, “ski holiday search”, “ski and snowboard holidays”, and “find a ski holiday”. This allows people to more easily find the content/tools they need for their ski planning needs. Design A, in contrast, has many elements at the same prominence, which feels cluttered.Other Test Highlights
The conversion numbers are stronger than click-throughs…the winning design improved conversion to *booking* by 50%. (also improved bounce rate by 20%)
Patrick Altoft is Director of Search at Leeds based digital & SEO agency Branded3. Patrick also runs Blogstorm.You can get our blog posts delivered for free by email every day - simply add your email address to the box below or alternatively grab the RSS feed.
{ 2 comments… read them below or add one }
Very nic epost, Nice to see a what a few design layout changes can do to up your conversion.
Breaking things up deff give the eye a place to go, great way to walk people thru your site one section at a time.
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Thanks for the post and for sharing the info that how crystal ski improved the homepage conversion rates, great post.
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