One of (the many) favorite parts of my job is being part of the successes ion’s customer achieve in their online marketing campaigns. For several years we have worked with the folks at DHL Express. They are a group of smart marketers who are hyper-focused on improving results across the globe — 220 countries to be exact!
Earlier this year, in my “Best of A/B Testing” blog series, I showcased how A/B testing of courier ethnicity and gender increased conversion rates 15%-30% for DHL. Just a few months later, I’m back to tell you how we helped DHL to increase conversion rates over 98%!
Every test should ask the 5 W’s — who, what, where, when & why?
Who is target audience?
Businesses interested in import services, for single shipments or management of multiple global suppliers.
What was tested?
The A/B split tested a long-standing “winning” template against a Challenger. The Challenger template increased the visibility of the form, moving it into the top right corner, adjancent to the courier image. Additionally, friendly male courier image replaced the logistics image.
When did the test run?
The test launched in July and ran approximately 2-4 weeks, depending on traffic source. The tests were validated at a 95% statistical confidence.
Why was the test run?
A “winning” template had been used for several months, resulting in plateaued conversion rates. A new import campaign was the perfect opportunity to A/B test a new template for improved results.
The Challenger landing page was determined the winner at 95% statisical confidence, resulting in over a 98+% in two countries.
The moral of the story?
Just because you found a winning landing page doesn’t mean that your work is done. Testing can enable a discipline of continuous improvement and creative experimentation that means never leaving conversions on the table.
Are you testing landing pages in all of your campaigns? If no, why not?