Extra CTAs, big car photo, new text: +62% test-drive requests
Commentary byLiftArchiveOur analysis, not theirsThe best combination in a multivariate test on Hyundai Netherlands car model pages, with SEO-focused text, extra call-to-action buttons and a large car photo, raised test-drive and brochure requests by 62%.
Traffic4U, an online marketing agency, ran this test for Hyundai, and it was published as a VWO case study.
Click-through to the next funnel step rose 208%.
- Test-drive and brochure requests: +62% for the winning combination.
- Click-through from the model page to funnel step 2: +208%.
- This was a multivariate test of 8 combinations (3 sections, 2 versions each). The case study reports the best combination against the original.
- Sample size and duration were not shared.
The change
Winning combination: large photo, extra CTA buttons and SEO text instead of thumbnails and original text.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Each car model landing page had the original text, no extra call-to-action buttons, and thumbnail photos of the car.
Variant
The winning combination of eight tested versions used new SEO-friendly text, extra call-to-action buttons and one large photo of the car.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Extra buttons put the next step in view more often, so visitors ready to book didn't have to look for it.
- A large car photo grabs attention and confirms the visitor is on the right model page.
- The SEO text was mainly meant not to hurt. The case study suggests any small loss from it was outweighed by the other two changes.
Caveats: Multivariate test: the figures compare the best of 8 combinations with the original, and sample size, duration and confidence level were not shared. The test date is also unknown.
Who ran it
Traffic4U ran this test for car brand test-drive/brochure request pages and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Traffic4U →
How to run this test on your site
- Hypothesis
- If we add extra call-to-action buttons and a large product photo to our model landing pages, then more visitors will request a test drive or brochure because the action is easier to find and the product is easier to see.
- Primary metric
- Test-drive and brochure requests
- Guardrails
- Click-through to funnel step 2
- Bounce rate
- Organic search traffic to the pages
- Who should test it
- Lead-gen businesses with product or model pages that feed a request form, such as cars, property or equipment. Multivariate tests need a lot of traffic, so lower-traffic sites should test one change at a time.
Questions
What is a multivariate test?
It tests several page sections at once, with every combination shown to visitors.
Here 3 sections with 2 versions each made 8 combinations.
Do bigger product photos increase leads?
A large car photo was part of the winning combination here, which raised requests by 62%.
The case study doesn't report the photo's effect on its own.
Can SEO copy hurt conversion rates?
It can, which is why Hyundai's agency tested it.
In the winning combination, any small loss from the SEO text was more than offset by the other changes.
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