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Test carried out by: White Card Courses, a firm that provides induction training to workers operating in the construction space across Australia.
Element(s) tested: Trust Badges and CTA on homepage.
Hypothesis: Placing trust badges above-the-fold on the homepage and changing the color and text of the CTA will result in greater conversions.
Test: The test was run on 6.585 visitors for a period of three weeks.
Result: There was a robust 32% increase in visits to the payment page and a 20.9% increase in clicks on the payment page — at a confidence level of 99%.
Analysis:
This is why visitors liked the variation more…
The variation gave better visibility to the company’s differentiating factors — money back guarantee, Australia-wide recognition, and same day certificate dispatch — are prominently displayed above-the-fold on homepage. They instantly helped visitors see White Card Courses as a trustworthy brand.
The variation boasted a more relevant and notable CTA. With changed background and text colors, the CTA button and its subheading lie in contrast with other website elements — standing out in the visitors’ eyes. Additionally, the new benefit-oriented CTA text (“Start Now”) connects better with the visitors who are looking to ‘start’ a construction training course.
Key Takeaways:
Position your differentiating factors on homepage prominently — preferably above-the-fold.
Provide a visual contrast between your CTA and its surrounding elements.