Beneficial Conversion Rate Optimization Case Studies

Digging into conversion rate optimization case studies is a good idea when you’re lost in conversion testing. We are sharing some of the top case study favorites by marketers throughout the decade. Learn more below!

We collect the most interesting content around conversion rate optimization. Let us know your best email to receive our favorite pieces weekly in your inbox!

How Venture Harbour increased conversions by 743% with multistep forms

How Venture Harbour Increased Conversions By 743% With Multistep Forms

Conversion rates increased by 743% on the Venture Harbour enquiry form (from 0.96% to 8.1%).

Adding a Human Image Increases Sign-Ups by 102%

Adding a Human Image Increases Sign-Ups by 102%

When 37Signals (Now Basecamp) sought to improve conversions on their landing page, they tried several different tests with marginal results. Finally, they decided to start from scratch and added an image of a woman smiling to make the page warm and i...

Changing CTA Location Increases Conversions 591%

Changing CTA Location Increases Conversions 591%

Where your CTA is located on the page is often just as important as what the CTA says. After some research, they ran an A/B test on each landing page, one of which moved the CTA to a more prominent location. As a result, the conversion rate increased...

A 3-Step Website Update Increases Conversions by 400%

A 3-Step Website Update Increases Conversions by 400%

The team at Conversion Rate Experts created 11 experiments for Voices.com targeting various stages of their sales funnel. Their challenges included targeting multiple audiences and adding perceived value for a “middle man” service. Of the experiment...

A Pricing Page Redesign Increases Conversions by 25%

A Pricing Page Redesign Increases Conversions by 25%

Sometimes it only takes a few small tweaks to increase conversions and that’s the case with BaseKit. The company felt their original pricing page wasn’t performing as well as it could and decided to test a redesign that resulted in a 25% increase in ...

Changing the CTA Button Color Increases Conversions by 21%

Changing the CTA Button Color Increases Conversions by 21%

Different colors evoke different emotions from users and as simple as it sounds, the color of your CTA buttons matters. Performable (now HubSpot) tested their homepage CTA button with green and red colors, while keeping the copy the same. The result...

Implementing Live Chat Improves Conversion Rates by 211%

Implementing Live Chat Improves Conversion Rates by 211%

There are virtually unlimited ways to improve conversions and you shouldn’t feel limited to the standard A/B tests such as headlines and button color Live chat is a valuable tool because many prospects will have questions, but they don’t want to take...

Proving Authenticity Boosts Sales by 107%

Proving Authenticity Boosts Sales by 107%

Phrases like “Authorized Dealer” or “Certified Partner” build trust with online shoppers If your industry has known issues with fraud, elements of trust can have a big impact on conversions

Sales Increased 41% After Adding a Guarantee

Sales Increased 41% After Adding a Guarantee

Backing your products or services with a guarantee allows people to feel more comfortable about purchasing You can also test different types of guarantees (30-day, 60-day, etc.)

Improving Generic Form Copy Boosts Sales by 22%

Improving Generic Form Copy Boosts Sales by 22%

Look for ways to use more conversational, relatable language in your copy because generic copy doesn’t resonate as well with people Focus less on what you’re offering and more on what your buyer persona actually wants (an expert opinion in this case)

Reducing Form Questions Improves Conversions by 35%

Reducing Form Questions Improves Conversions by 35%

Keep forms limited to the information you need and don’t ask unnecessary questions If you require a lot of information, try to break it up into multiple steps so each page doesn’t look intimidating

Adding Video Improves Email Opt-ins by 100%

Adding Video Improves Email Opt-ins by 100%

In most cases, video is more engaging and converts higher, but only when the content is good If you’re marketing a service, especially a digital service, your landing page should feature that service in action

Updated Design Increases Conversions 33%

Updated Design Increases Conversions 33%

Using 99designs has allowed CloudSponge to grow its business and improve its ROI on every marketing dollar spent. This was achieved on a budget of less than $1500 and in just 10 days.

Improved Value Proposition Causes 128% More Visitors to Register for Games

Improved Value Proposition Causes 128% More Visitors to Register for Games

The Sims 3 wanted to get more people to register. They tested their value proposition. The results: 128% increase in game registrations!

Conversions Increase 2.20% When Website Flow is Redesigned

Conversions Increase 2.20% When Website Flow is Redesigned

The redesign made it easier for visitors to navigate the website. If your visitors are struggling to navigate your site, you can bet it’s having a negative effect on your conversions

Changing Button Color to Red Increases Conversions 21%

Changing Button Color to Red Increases Conversions 21%

Button color is one of the longest standing debates in the world of conversion and optimization. 21% more people clicked on the red button than on the green button. Everything else on the pages was the same, so it was only the button color that made ...

Red Color on CTA Increases Conversions 2.5%

Red Color on CTA Increases Conversions 2.5%

Colors that coordinate with the message may increase conversions. Consistency among text and colors can help reinforce the message you want to instill in visitors.

400% Conversion Rate Improvement by Removing One Image

400% Conversion Rate Improvement by Removing One Image

Conventional wisdom says that adding security badges on your site would increase conversions, and 8 or 9 out of 10 times it would. This is one of those rare times when it didn’t. Always be experimenting, you’ll never know what you can remove to incre...

Image Slider Outperforms Video by 30%

Image Slider Outperforms Video by 30%

The image slider variation increased conversions from the home page to the sign-up page by 35%, and the total increase in subsequent sign-ups was 31%

Showing Price on Landing Page Doubles Lead Generation

Showing Price on Landing Page Doubles Lead Generation

This is where A/B testing comes handy. It has an interesting tendency to walk-in, smash intuition right out of the window, and leave the concerned people feeling pleasantly surprised. The result: a 100% jump in leads generated.

eCommerce Site Removes a Filter and Increases Site Engagement by 27%

eCommerce Site Removes a Filter and Increases Site Engagement by 27%

A surprising increase of 27% in engagement on the product page. What happened was that visitors were less distracted by the filter and the easy option of leaving the page that it provided. This increased site engagement meaning they clicked around mo...

AMD Increases Social Sharing 3600%

AMD Increases Social Sharing 3600%

A/B Testing Helped Determine Icon Appearance and Optimal Placement. The test findings proved to be statistically significant, demonstrating up to a 36x increase in social sharing on the tested site, compared to the original site configuration. The A/...

Reduced Shopping Cart Abandonment 26%

Reduced Shopping Cart Abandonment 26%

There is a little help section along with guarantees on the right, live customer support, customer testimonials, backend improvements, and they shortened and categorized the form. This resulted in an abandonment rate that went down from 80% to 54%.

Bigger Button Makes For Bigger Conversion Rate

Bigger Button Makes For Bigger Conversion Rate

SAP used 7-step conversion testing process. Based on the test results, they were able to achieve a 26% lift in conversion rates across all landing pages

Voices.com Improves Conversion 400%\

Voices.com Improves Conversion 400%\

We achieved the 400% increase by doing eleven experiments, which we carried out at five different stages of the conversion funnel

One Company Makes up a Product, Increases Conversions 233%

One Company Makes up a Product, Increases Conversions 233%

The theory is that as consumers, we don’t really know our preferences so we are susceptible to these pricing tactics. When we applied the same theory and made up an inferior product to the one we wanted our customers to buy, the result was a 233% inc...

One Hour of Work Equals 46% More Customers

One Hour of Work Equals 46% More Customers

ThetaBoard is a project management app. They wanted to get people to try their one click demo, so they put an offer for the one-click demo on every page. This simple tactic made 20-30% of visitors try the demo.

Improved Navigation Earns a 7.74% Increase in Conversions

Improved Navigation Earns a 7.74% Increase in Conversions

Introduced a vertical menu that shows all subcategories for easier access to other products Provided color thumbnails to products that have alternative colors With help of recommendation engine (cross-sell), showed most popular products from that spe...

Server Density Increases Revenue 114% by A/B Testing Pricing Pages

Server Density Increases Revenue 114% by A/B Testing Pricing Pages

Server Density is a website monitoring service. They were inspired by reading an article that saw one company increase revenue by increasing prices. They formed two hypotheses: 1. Increasing prices will reduce free signups 2. Increasing prices will i...

Changing One Word Increases CTR 161.66%

Changing One Word Increases CTR 161.66%

Changing the link text from Request a quote to Request pricing will increase the click-through rate. Based on the survey results, they used VWO to A/B test between Request a quote and Request pricing. A straight 161.66% increase in the click-through ...

Removing 3 Form Fields on a Registration Form Increases Conversions 10.48%

Removing 3 Form Fields on a Registration Form Increases Conversions 10.48%

The hypothesis (supported by experts) was that by reducing the number of form fields, the conversion rate would increase. If they could show a significant increase in the conversion rate by making small changes to a form, they would revise the entire...

Short Landing Page Increases Signups 13%

Short Landing Page Increases Signups 13%

The shorter home page got 13% more email sign-ups and 25% more click-throughs to the courses page.

Reducing Questions Increases Conversions by 35%

Reducing Questions Increases Conversions by 35%

Forms should never make the customer wonder why all this information is needed. Large forms with irrelevant questions means the customer’s time is being wasted when he/she is in line to give business, and that’s a certain conversion killer.

Discounts Bring Huge Returns for Meebox

Discounts Bring Huge Returns for Meebox

When offering discounts to potential customers, try to make it work for your company as well. The key takeaway is to ensure that discounts to customers also enable your business to derive value.

CarWoo! Increases Homepage Conversions 25%

CarWoo! Increases Homepage Conversions 25%

CarWoo! lists their lessons learned as: Don’t forget common sense. cut down on word count, put benefits before features, polish your visual design, and make it cross-browser compatible.

Bigger Product Images Increase Sales 9%

Bigger Product Images Increase Sales 9%

Control – Original size of product images along with text description. It resulted in a straight 9.46% increase in revenue (96% chance to beat original) with exactly zero Czech korunas spent on advertising.

Making CTA More Prominent Increases Conversions 32.12%

Making CTA More Prominent Increases Conversions 32.12%

Objective: Increase click-throughs to the room booking page Solution: Make CTA More Visible to Visitors Conclusion: 32.12% Increase in Click-Throughs to the Room Booking Page

Changing Button Copy Increases Conversions 83.4%

Changing Button Copy Increases Conversions 83.4%

If something is free, people need to know. The button “Play Right Now” doesn’t tell visitors that it’s free and may make some believe that it will lead to a signup form, whether it’s free or not.

Understanding Your Audience Proves More Valuable Than Just Good Design

Understanding Your Audience Proves More Valuable Than Just Good Design

Objective: Increasing Sign-Ups for Free Videos Solution: Testing a New Page design For Effective Lead Generation Conclusion: Original Page Delivered 19.55% More Leads than the New Page

SkinnyTies.com Increases Mobile Revenue By 377.6%

SkinnyTies.com Increases Mobile Revenue By 377.6%

Create A Consistent Style Guideline For Your Website Optimizing for Mobile Leads To Impressive Results When The Website Knows The Visitor, Magic Things Happen.

“Buy Now” vs. “Shop Now”: Changes to button text increases clicks 17% for Black and Decker

“Buy Now” vs. “Shop Now”: Changes to button text increases clicks 17% for Black and Decker

CTAs appear on so many pages throughout the site and are fundamental to the purchase path. Small words matter. Even two words on a button can have a dramatic impact on key success metrics

Use a well-defined grid layout for your online shopping experience: Uniform product page images increase ARPV 17% for SmartWool

Use A Well-defined Grid Layout For Your Online Shopping Experience: Uniform Product Page Images Increase ARPV 17% For SmartWool

When it comes to product page layout, sometimes the tried and true design works best. Making a product image bigger may lead to more clicks on the product, but that doesn’t always guarantee checkout.

Experiment with call-to-action text: Simple button CTA change increases monthly revenue 16% for Lifeproof

Experiment With Call-to-action Text: Simple Button CTA Change Increases Monthly Revenue 16% For Lifeproof

On call to action buttons, give people an action to take. Promoting “Store” was not as effective as telling people “to Shop Now”.

Eliminate elements from the checkout process: Removing navigation bar from the checkout funnel increases RPV 14% for VeggieTales

Eliminate Elements From The Checkout Process: Removing Navigation Bar From The Checkout Funnel Increases RPV 14% For VeggieTales

Don’t give shoppers too many options, especially in the conversion funnel. Removing distractions and possible places to exit the highly lucrative series of pages like the checkout funnel helps keep shoppers focused on checking out and decreases shopp...

Eliminate elements from your directory: Removing subcategories from homepage lifts revenue per visitor 53.8% for FSA Store

Eliminate Elements From Your Directory: Removing Subcategories From Homepage Lifts Revenue Per Visitor 53.8% For FSA Store

Removing distractions is smart. Fewer options led to higher conversions. Communication between teams leads to better testing

Add a frequently asked questions section to product pages: Having product FAQs increases conversions 69% for Roller Skate Nation

Add a frequently asked questions section to product pages: Having product FAQs increases conversions 69% for Roller Skate Nation

Make sure shoppers have enough information to make an informed decision. Additional information to help the shopper make a decision, especially if you know it’s a frequently asked question, can be a powerful tactic for conversion rate optimization.

Try returning different products in product search: Testing new product search algorithms at Insound leads to 39% conversion lift

Try Returning Different Products In Product Search: Testing New Product Search Algorithms At Insound Leads To 39% Conversion Lift

E-commerce search is a powerful conversion lever. While it’s a less visible part of the user experience, optimizing search algorithms is a very powerful hypothesis and area to focus.

Test performance across different device types: Banner product promotions convert differently on desktop and mobile for Sony

Test Performance Across Different Device Types: Banner Product Promotions Convert Differently On Desktop And Mobile For Sony

Tailor content to mobile environments. The environment has a significant impact on what sort of information shoppers need and actions they’re willing to take. Do not forget to analyze A/B test results based on different segments of traffic. Tablet a...

Try different checkout page copy: Testing checkout funnel button text increases click rate 39% for Insound

Try Different Checkout Page Copy: Testing Checkout Funnel Button Text Increases Click Rate 39% For Insound

Be precise in the checkout funnel. Customers want to know exactly where they are in the process and how many steps remain until the end. Digital optimization strategists cannot predict the habits of thousands of website visitors. Not only did “Revie...

Test different user experiences (UX): More visual cart design lifts revenue for soccerloco

Test Different User Experiences (UX): More Visual Cart Design Lifts Revenue For Soccerloco

Presenting the same information in a different visual way is a strong hypothesis for an experiment.

“Exact match” Vs. “Fuzzy Match” Search Algo: New photo search algorithm increased downloads by 3% for Bigstock

“Exact Match” Vs. “Fuzzy Match” Search Algo: New Photo Search Algorithm Increased Downloads By 3% For Bigstock

Focus on the big pieces first and do exploratory work before optimization work. For example, try out entirely new algorithms or page layouts first, and then do smaller tests.

Removing product descriptions and buying options increases conversions by 15.3%

Removing Product Descriptions And Buying Options Increases Conversions By 15.3%

The product description was removed since shoppers are college students who already know about the book. The “Buy Now” section listed the retailer with the lowest prices – the only thing college students actually care about. Distracting buttons such ...

Showing users a “preview” increases newsletter conversion rates by 83%

Showing Users A “preview” Increases Newsletter Conversion Rates By 83%

Visitors were told exactly what they can expect from the newsletter before entering any information. Altered placement of call-to-action button to the left to align with the reader’s visual reading path from left to right. The newsletter image gives ...

Image converts better than a video

Image Converts Better Than A Video

The Result: The redesigned landing page (with the image) increased conversion rate by 3.92%, increasing revenue by $108,000. The Lesson: Don’t blindly follow trends when making design decisions. Video might convert better than text or images on aver...

Removing social login gets 3% higher conversions

Removing Social Login Gets 3% Higher Conversions

People may not want their social networks to have access to their shopping data to avoid targeted ads. They may fear their friends and family being inadvertently shown their online purchases. The checkout page without Facebook login as an option incr...

Following a traditional design increases revenue per customer

Following A Traditional Design Increases Revenue Per Customer

Increasing product image size may lead to more click-throughs but that does not always translate to paying customers. Customers may get distracted by having their attention drawn towards products they actually don’t want. After testing for over a we...

Removing video above the fold increases conversions

Removing Video Above The Fold Increases Conversions

Video is helpful in persuading and engaging people, but only when it actually adds value. Underscoring the value proposition could be done just as well with text instead of video – something the redesign focused on. More importantly, the video was t...

Removing social sharing buttons increases conversion rates

Removing Social Sharing Buttons Increases Conversion Rates

Low social share count can act as negative social proof since people might construe poor shares as poor product quality. Social sharing options may be helpful on pages which are informative or funny but on product pages they act as a distraction and ...

Adding clarity to pricing improved conversion rate by 34%

Adding Clarity To Pricing Improved Conversion Rate By 34%

it was common practice in the industry to obscure the price as much as possible. Since its customers were shopping mostly on price, it was expected that updating the price might impact conversions negatively. Instead, the opposite happened. Customer...

How Walmart.ca’s Responsive Redesign Boost Conversions by 20%

How Walmart.ca’s Responsive Redesign Boost Conversions by 20%

Walmart used hands-on usability testing on both old and new designs, A/B tested various elements on the site and did overall speed improvements throughout the site. In the end, with their new design Walmart achieved overall conversion boost of 20% on...

How Truckers Report Improved Landing Page Conversions by 79.3%

How Truckers Report Improved Landing Page Conversions by 79.3%

Testing is an iterative process. Don’t test just once and move on to other parts of the site. Don’t think of testing as one-off sprints, think of it as testing campaigns. Learn from each step and use the gained insights to get better results and to ...

Website Re-Design Results in Increased Conversions

Website Re-Design Results in Increased Conversions

An outdated website is never of any good use to anyone. It neither attracts attention nor encourages people to connect with your brand. Redesigning your website can be helpful to increase conversions. The website redesign resulted in an increase in c...

A Preview of the Newsletter Improves Conversions

A Preview of the Newsletter Improves Conversions

Instead of just telling visitors what to expect, show them a preview so that they can better understand what they can look forward to. The number of sign-ups went up by a whopping 83 percent.

How Venture Harbour increased conversions by 743% with multistep forms

How Venture Harbour Increased Conversions By 743% With Multistep Forms

Goal: Increase web form conversion rates. Test: Ongoing form analytics, tests and optimisations. Results: Conversion rates increased by 743% on the Venture Harbour enquiry form (from 0.96% to 8.1%).

How DashThis turned 50% more free trial users into paying customers

How DashThis Turned 50% More Free Trial Users Into Paying Customers

Goal: Increase the number of free trial users who buy into the paid version of its platform. Tests: Simplify the onboarding process. Identify problems preventing users from setting up the software quickly and getting results before the trial ends. ...

How Avid increased transactions +34% with A/B testing

How Avid Increased Transactions +34% With A/B Testing

Goal: Avid wanted to increase conversion rates and increase customer loyalty by making special offers more prominent on its site. Test: Test placement of special offers, design of CTAs and CTA copy. Result: Conversions increase by 34%.

How comScore increased lead generation +69% by testing customer testimonials

How comScore Increased Lead Generation +69% By Testing Customer Testimonials

Goal: Increase conversion rates by using social proof on the comScore homepage. Test: A three-way multivariate test pitching different customer testimonial designs and placements against each other. Result: Conversions increase by 69%.

How Evernote increased user retention by 15% with UserTesting

How Evernote Increased User Retention By 15% With UserTesting

Goal: Drive down the cost of user testing and gain insights that will boost customer retention. Test: Evernote turned to UserTesting to conduct user testing at scale. Results: A 15% increase in customer retention and UserTesting remains a part of E...

How AliveCor increased revenue by 27.39% with A/B testing

How AliveCor Increased Revenue By 27.39% With A/B Testing

Goal: Increase conversions by optimising CTAs on AliveCor’s website. Test: A/B testing design and copy variations on selected CTAs. Results: A 27.39 increase in revenue.

How New Balance doubled in-store sales & reduced cost by 50% with mobile CRO

How New Balance Doubled In-store Sales & Reduced Cost By 50% With Mobile CRO

Goal: Convert leads to in-store sales by offering special discounts in exchange for visitors’ email addresses. Test: Optimise Facebook ads, landing pages and implement email marketing automation. Result: Doubled sales for New Balance Chicago at hal...

How TUI optimised its product pages to increase conversions by 150%

How TUI Optimised Its Product Pages To Increase Conversions By 150%

Goal: Increase user engagement among holiday planners (bottom of the sales funnel) and increase conversion across all devices. Test: A/B test design variations for package holiday pages. Results: Increase conversions by 150% on mobile Increase con...

Moz increased conversions by 52%

Moz Increased Conversions By 52%

This resulted in a boost in sign ups, but to ensure they stayed as paying customers after the initial 30-day trial Moz sent out regular emails to show people how to get the most out of the service. Ultimately Moz achieveed a conversion increase of a...

Buyakilt increases conversions by 26%

Buyakilt Increases Conversions By 26%

76.1% increase in revenue. 26% increase in conversions. 19.76% increase in shopping cart visits. It just goes to show the huge impact that can be achieved by seemingly minor UX alterations

189% Increase in Donations for a Non-Profit Think Tank

189% Increase in Donations for a Non-Profit Think Tank

The test page achieved a 189% increase in donations, and the conversion rate increased 74%. These two factors combined to create a 274% lift in revenue over the original.

99.4% Increase in Landing Page Conversions by Adjusting Images, Copy, Removing Tabs, and Adding Trust Symbols

99.4% Increase in Landing Page Conversions by Adjusting Images, Copy, Removing Tabs, and Adding Trust Symbols

This case study shows you can adjust the content on the page to achieve a boost in conversions. -Explain value on your landing page and you’ll increase conversion

Bigger Button Reduces Conversions 10.56%

Bigger Button Reduces Conversions 10.56%

Increasing the size of their CTA button would increase conversions. It didn’t. A decrease of 10.56% in their conversions was achieved.

Homepage Change Sends 9.6% More Visitors to Pricing Page

Homepage Change Sends 9.6% More Visitors to Pricing Page

The test yielded no significant change in signups or revenue. One thing that did change was visits to the pricing page, yielding a 9.6% improvement.

14.5% Conversion Rate Increase by Emphasizing a Free Trial

14.5% Conversion Rate Increase by Emphasizing a Free Trial

With the goal of increasing viewer downloads of the free trial, the second version achieved a 14.5% improvement over the original with a conversion rate of 51.3%.

What is a case study?

A case study can be defined as a research methodology that systematically investigates a single or group of units to have a better understanding of the bigger faction or to explain a certain phenomenon.

How do case studies affect conversion rate?

Case studies are one of the most effective ways to gain insight into how other businesses we're able to get to where they are now. You learn through them how to steadily improve your conversion rate and the mistakes they've made that you should avoid.

Do case studies have limitations?

Like most things, Yes! Data analysis and integration strategies get too challenging sometimes due to the massive amount of data involved. In some circumstances, findings from multiple-case research studies are too limited to even consider.

What are the advantages of case studies?

Most case studies are easily accessible, they are free and you can learn a lot from them. There’s no reason not to check them out honestly. You can get inspiration from other’s situations and apply it when it matters.

What are the effective case studies for CRO?

The following factors resulted in increased conversion for other companies: updated web design, images outperform videos, integrate Live Chat, well-organized display products, provide a guarantee, and adding more prominent CTAs.

What are the types of case studies?

Here are the types of case studies but not exhaustive: key cases, outlier cases, local

What are the steps of case studies?

It’s good to dwell on cases studies so we’ve prepared a few steps on how you can start out: determine your goal/problem you want to solve, choose the case study accordingly and take note on how to collect and analyze the data, once you’ve collected and analyzed the data— prepare a report. The only thing left is to wait for the result.

What is the most popular case study to increase conversion?

There’s hundreds of popular case studies online but one of the most shocking to marketers was how image converts better than video. Did it also surprise you? Apparently, some images can convert 3% higher than video.

How many case studies about CRO should I read?

There’s no limit to how much you want to learn about a certain problem. There’s hundreds of case studies online for free, some are priced but don’t fret. Your investment towards knowledge will be fruitful. You learn a lot about conversion rate optimization through the experience of others.

Will adding a human image improve my conversion?

Case studies says yes! A study shows that adding a human image can increase sign-ups for more than 100% However you have to pick the right human for your website. Test out poses and facial expressions.

After checking out this case study guide, be on your way and start to create a real impact on your conversion rate. Some of the studies may be similar to your current business situation, so all you need to do is analyze and implement what you’ve learned!

We collect the most interesting content around conversion rate optimization. Let us know your best email to receive our favorite pieces weekly in your inbox!