Weddings page redesign with clear CTAs and video: +201% enquiries
Commentary byLiftArchiveOur analysis, not theirsMajestic Wine rebuilt its weddings services page around the enquiry form, and enquiry submissions rose 201% at 99.99% significance.
The UK wine retailer ran the test, and it was published as a VWO case study.
This was a full redesign with many changes shipped together, so the result can't be credited to any single element.
- Enquiry form submissions: +201%, reported at 99.99% significance.
- Weddings mean larger orders for the retailer, so each extra enquiry is a high-value lead.
- Sample size and test duration were not shared.
The change
Full redesign: sidebar links moved down, new copy, video and repeated enquiry CTAs
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The weddings page had outbound links in a right sidebar, generic copy and few obvious routes to the enquiry form.
Variant
The sidebar links moved to the bottom of the page. A wedding-focused heading and copy, better images, enquiry buttons at the top, middle and bottom, and an explainer video were added.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Customer and staff feedback said the old page lacked the information people wanted. The new copy pointed them to staff who could answer their questions.
- Enquiry buttons in three places meant visitors never had to hunt for the form.
- Moving the sidebar links out of view removed exits that pulled people away from enquiring.
- A clearer wedding-specific heading likely made the offer feel relevant at a glance.
Caveats: This was a bundled redesign covering layout, copy, images, CTAs and a video, so no single change can be credited. Sample size and duration were not shared, and the result is vendor-published.
Who ran it
Majestic Wine ran this test for UK wine retailer (wedding services enquiries) 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 Majestic Wine →
How to run this test on your site
- Hypothesis
- If we remove distracting links, write copy for the specific occasion and repeat the enquiry button through the page, then more visitors will submit an enquiry because the next step is obvious and the page speaks to their need.
- Primary metric
- Enquiry form submissions per page visitor
- Guardrails
- Enquiry-to-order rate
- Average order value from enquiries
- Phone or email contacts
- Who should test it
- Businesses that sell a high-value service through an enquiry form, such as events, catering or B2B services. It is less useful if your page already has a single clear CTA and little clutter; test smaller changes then.
Questions
Should I redesign a page or test changes one at a time?
A redesign can find a big win faster when many things are wrong, as Majestic Wine found.
The trade-off is that you won't know which change mattered, so follow up with smaller tests.
How many CTAs should a long landing page have?
Placing the same CTA at the top, middle and bottom lets visitors act wherever they decide. Keep them all pointing to one action.
Do sidebar links hurt lead generation pages?
They can, because each link is a way to leave without enquiring.
Moving them lower keeps them available for people who need them.