About 21 hours ago, I read Carlos Taborda’s blog post on how they were able to increase their conversion rates by 45% through testing and optimizing their design/content. The results were impressive. The key changes they made were:
- Remove navigation bar. The idea was to limit the users options. They had to either either click to see Plans & Pricing or view the features.
- Red call to action button.
- Features instead of Screenshot.
- Big Letters
- No Pricing in front-page
- Some better description text, more concise, bullets, etc.
Of the above, the one that I hadn’t tested was removing the navigation menu on our home page. I’ve tested removing it on our consultation form and it works great but I hadn’t tested it on the home page. Next task: Test!
Using Visual Website Optimizer, it was pretty easy to get a test setup and running.
I setup 4 conversion goals:
- Viewed Pricing Page
- Viewed Consultation Page
- Became Lead
- Engagement (inverse of bounce rate)
After a few hundred people viewed the test, here are the results as compared with the control which was website with menu on home page:
- Viewed Pricing Page: -15.57%
- Viewed Consultation Page: +3.19%
- Became Lead: +1.1%
- Engagement: -49.73%
As you can see from the data above, the engagement rate is way way down. Consultation page views and Lead conversion is up slightly but it’s not worth the huge gigantic drop in engagement on the website.
This quick test doesn’t prove that you must have a menu on your website. It simply means that you should take everyone’s advice with a grain of salt and test everything you change on your site because as they often say in weight loss commercials, “Results May Vary!!”
PS: I know the sample size is small but the difference is so significant that a reasonable conclusion can be drawn on which variation will be a better performer.