Author Archive

Editors Note: In his second article for Think Vitamin Paras Chopra looks at how human photos can increase dramatically increase your conversion rate. For further reads check out Paras’ first article “The Business Case for  A/B Testing” and ways in which you can “Designing for Conversion Experiences” by Chrissie Brodigan.

---

It is a well studied scientific fact that in a scene or image full of different objects, one’s attention is subconsciously drawn to human faces. Even toddlers and monkeys look towards faces for a much longer duration than they’d look at other objects.

Independent Tests Yield Same Result

I have analyzed two A/B testing case studies of Visual Website Optimizer users and have concluded that the sure fire way of catching visitors attention is having human photos on a website.

What’s interesting is that even though both tests were independent, they (surprisingly) tested the same aspect and arrived at the same result. This gives me confidence that there is something special about having human photos on a website which increases conversion rate instantly. Let’s have a look at the two studies. (more…)

Does design of a sales page matter? Traditional reasoning says that the product always remains the same no matter how you dress it up on the sales page. So, one should focus on making the product more awesome rather than investing time to make it look awesome. Well, the reasoning sounds plausible in theory but the data says it is not well grounded.

Case Study

This post is about a recent A/B split testing case study where a redesign of a sales page resulted in 20% increase in sales. AquaSoft is a leading software company in the area of digital photo presentation. They have a complete portfolio of (desktop) software products related to photos – slideshow creation, desktop publishing, photo books, etc. Their software products can be downloaded for a free limited duration trial, following which a customer pays for the full version.

AquaSoft undertake more than 10 A/B tests per month using Visual Website Optimizer, an online A/B testing tool. They recently finished a test in which they tested their existing sales page against a new redesigned sales page. Note that this page wasn’t the free trial download page; rather it was a sales page where customers visit to actually buy the software.

Here is the control version of the page (click to view full version):

And here is the (final) redesigned version (click to view full version):

(more…)