Case studies from a selection of our clients
Fresh Egg has increased the number of online finance form submissions to car and van leasing company Nationwide Vehicle Contracts by 51%, following A/B testing of homepage designs.
Nationwide Vehicle Contracts wanted to update design elements of its homepage. Before exposing all of the site’s traffic to any changes, it was vitally important to test any new variations on a segment of visitors.
Fresh Egg needed to determine which homepage formats had the greatest positive impact on the number of users submitting finance forms – the final step in Nationwide Vehicle Contracts’ sales funnel and a primary goal of the site. The following three variations were tested:
The A/B/C test was necessary to determine the impact of:
A number of other unrelated experiments were also running on Nationwidevehiclecontracts.co.uk at the same time, so a testing solution that did not interfere with these results was essential.
Fresh Egg worked with website optimisation platform Optimizely to set up an A/B/C experiment to determine which of the three homepage designs was most effective at generating conversions, and ultimately revenue, for Nationwide Vehicle Contracts.
The experiment was presented to 33% of site traffic, and each variation received 33% of that traffic.
The experiment ran over a period of 47 days until the Optimizely test reached a confidence level of 99.4%.
Variation B (the new homepage design with side banners) showed a 51% increase in finance form submissions for users who view the homepage as part of their journey.
Variation C (the new homepage design without side banners) also performed well, showing a 39.1% increase in finance form submissions for users who view the homepage as part of their journey.
As soon as it was established with confidence that variation B was the most effective homepage design, it was successfully pushed live by the Fresh Egg development team.
This increase in conversions is improving the performance of all traffic-driving channels, and ultimately has a significant impact on Nationwide Vehicle Contracts’ bottom line.
“Fresh Egg has really impressed with its methodical approach and we are very happy with the exceptional level of conversion rate increases achieved.”