Blurb: 42% Conversion Increase from Removing Landing Page Leaks

Blurb: 42% Conversion Increase with Landing Page Redesign 1

Blurb, a self-publishing platform that enables their users to create, self-publish, promote, share, and sell their own print and ebooks.

The current strategy of the page is to sell the user on the final book that they will purchase, but it is unlikely that they have all the details they need to get a finalized price. We need to get them to take the first step of converting to download the tool.

Reduce bounce rate and increase conversion rate from a specific land-ing page showing high rates of user abandonment.

ControlVariation - Remove LP Distractions

The test lasted roughly six weeks. We used Optimizely as a testing plat-form and targeted users who came from paid traffic sources.

All page leaks (links that pulled users away from the landing page in question) were removed. This included removing top-level navigation, pricing links, pricing and shipping calculators, and other modules that led away from the landing page.

Currently, users are getting overwhelmed with a multitude of links, op-tions, and alternative user flows. If users are bouncing because they’re getting lost, confused, or distracted by the site, then removing the page leaks and distractions and sharpening focus on the desired user ac-tions could increase conversions for high-intent paid search visitors.

Analytics data supported the hypothesis by showing a number of flows that pulled users away from the LP but did not result in any desired conversions. We targeted these specific areas of the page and re-moved them without altering the underlying content of the page itself to isolate the hypothesis.

Client Experiment Goal

Challenge

Variations

Test Conditions

Actions Tested

Hypothesis

Research

Blurb: 42% Conversion Increase with Landing Page Redesign 2

Blurb: 42% Conversion Increase with Landing Page Redesign 3

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Blurb: 42% Conversion Increase with Landing Page Redesign 5

Our main goal, Bookwright Downloads, increased by 42% and reached statistical significance - or a statistical assurance that the results were sound and repeatable.

Other, secondary goal actions showed significant increases (from 30-76%) but did not reach significance.

This test confirms our hypothesis that there are too many distractions and page leaks on theblanding page. Simplifying the user experience and flow helps to drive users to the place where they can convert with-out getting lost in the site.

Test InsightsTest Results

42% Conversion Increase with Landing Page

Redesign

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Winning Variation:

Full View

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