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data-rocket-location-hash="5becc1794de6bd309297f01b433cb383" class="max-w-7xl px-6 md:px-4 mx-auto mt-12"> <div data-rocket-location-hash="f6b987da03dda5a79c06df0920c094e9" class="max-w-2xl mx-auto"> <blockquote class="no-blockquote relative w-full"> <div class=""> <div class="absolute top-0 left-0 z-0 "> <img data-src="https://www.convert.com/wp-content/themes/olympus/partials/components/blockquote/blockquote-icon.svg" alt="Blockquote Icon" class=" " width="236" height="178"> </div> <div class="space-y-3 relative pt-14"> <p class=" font-oxygen text-lg md:text-2xl text-center text-blue font-bold "> We always thought that the variant would win, the surprise was that it won with an uplift of just over 30%! </p> </div> <div class="text-center mt-3"> <div class="pt-4"> <b class=" text-center text-blue font-bold "> Jonny Longden, Conversion Director </b> <div class=" text-center text-slate-400 text-normal "> Journey Further </div> </div> </div> </div> </blockquote> </div> </div> </div> <div data-rocket-location-hash="3f7de582752635fbb6f30bff8e872971" id="sectionMain" class="pt-12"> <div data-rocket-location-hash="765ee892438a600e827ce760003a01c7" id="bsf_rt_marker" class="max-w-4xl px-6 md:px-4 mx-auto blog-content"> <h2 class="wp-block-heading" id="h-the-challenge-lack-of-credibility-tanks-conversions">The Challenge: Lack of Credibility Tanks Conversions</h2> <p>Product pages are supposed to sell….</p> <p>But can they sell equally well to all traffic segments?</p> <p>When the brand High Street TV (HSTV) found low conversions for its best-selling Yawn Beds, it was time to call in the experts.</p> <p>Journey Further ran a landing page path analysis for the Yawn Bed product page and found a large drop off in conversions, and correspondingly high bounce rates for the paid traffic segment.</p> <p>User research also indicated that High Street TV could be unfamiliar as a brand, especially when compared to massive platforms like Amazon and Argos. Connecting the dots, the hypothesis was clear.</p> <div data-rocket-location-hash="33692c163ca2e5f381fce53bf29c5527" class="default-box mt-6 py-3 px-6 bg-blue-25 dropshadow-light-blue rounded-lg"> <div class="[&_p]:px-0 [&_h2]:px-0 [&_h3]:px-0 [&_h2]:pt-0 [&_h3]:pt-0 space-y-4"> <p>By creating an anchoring experience via a dedicated PPC landing page where key brand and value prop messaging could be communicated for HSTV, Journey Further expected to see an increase in conversions and a decrease in bounce rate for the Yawn Airbeds. </p> </div> </div> <h2 class="wp-block-heading" id="h-the-test-segmentation-works">The Test: Segmentation Works!</h2> <p>Journey Further used Convert Experiences’ stack to conduct the test.</p> <p>The <a href="/integrations/google-analytics/">Google Analytics integration</a> played a key role since it was used for post-test analysis.</p> <p>The test had only <strong>one variant</strong> and was only focused on targeting <strong>paid traffic.</strong></p> <div data-rocket-location-hash="6af5b8d4bc8dab41a90d1c781f79e22d" class="default-box mt-6 py-3 px-6 bg-blue-25 dropshadow-light-blue rounded-lg"> <div class="[&_p]:px-0 [&_h2]:px-0 [&_h3]:px-0 [&_h2]:pt-0 [&_h3]:pt-0 space-y-4"> <p>Convert Experiences offers 40+ filtering conditions for granular targeting. Experience the ease in our free trial.</p> </div> </div> <p class="align-center"> <a href="#subscribeFreeTrial" class="cta-blog signup_link button button-primary" data-cta="credibility-optimization-journey-further">START 15-DAY FREE TRIAL</a> </p> <h3 class="wp-block-heading" id="h-control"><strong>Control</strong></h3> <p>The original Yawn Bed product page, with no changes or tweaks. It was served to <strong>7500 tested users</strong> over <strong>6 weeks</strong>.</p> <div data-rocket-location-hash="487a88ff54f3b734914c69f867a092e9" class="wp-block-image"> <figure class="aligncenter size-large"><img fetchpriority="high" decoding="async" width="312" height="818" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20312%20818'%3E%3C/svg%3E" alt="Yawn Bed Control" class="wp-image-13443" data-lazy-srcset="https://www.convert.com/wp-content/uploads/2020/09/image1.png 312w, https://www.convert.com/wp-content/uploads/2020/09/image1-114x300.png 114w" data-lazy-sizes="(max-width: 312px) 100vw, 312px" data-lazy-src="https://www.convert.com/wp-content/uploads/2020/09/image1.png" /><noscript><img fetchpriority="high" decoding="async" width="312" height="818" src="https://www.convert.com/wp-content/uploads/2020/09/image1.png" alt="Yawn Bed Control" class="wp-image-13443" srcset="https://www.convert.com/wp-content/uploads/2020/09/image1.png 312w, https://www.convert.com/wp-content/uploads/2020/09/image1-114x300.png 114w" sizes="(max-width: 312px) 100vw, 312px" /></noscript></figure></div> <h3 class="wp-block-heading" id="h-variant"><strong>Variant</strong></h3> <p>Traffic was sent to a new, dedicated landing page that focused on HSTV’s Unique Selling Proposition (USP), and product immersion in a way that the existing product page templates could not.</p> <p>It was served to <strong>7500 tested users</strong> over <strong>6 weeks</strong>.</p> <div data-rocket-location-hash="59ff04e58ab5b138e84f7e9c6c45e1c6" class="wp-block-image"> <figure class="aligncenter size-large"><img decoding="async" width="283" height="1002" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20283%201002'%3E%3C/svg%3E" alt="Yawn Bed Variant." class="wp-image-13444" data-lazy-srcset="https://www.convert.com/wp-content/uploads/2020/09/image2-1.png 283w, https://www.convert.com/wp-content/uploads/2020/09/image2-1-85x300.png 85w, https://www.convert.com/wp-content/uploads/2020/09/image2-1-263x930.png 263w" data-lazy-sizes="(max-width: 283px) 100vw, 283px" data-lazy-src="https://www.convert.com/wp-content/uploads/2020/09/image2-1.png" /><noscript><img decoding="async" width="283" height="1002" src="https://www.convert.com/wp-content/uploads/2020/09/image2-1.png" alt="Yawn Bed Variant." class="wp-image-13444" srcset="https://www.convert.com/wp-content/uploads/2020/09/image2-1.png 283w, https://www.convert.com/wp-content/uploads/2020/09/image2-1-85x300.png 85w, https://www.convert.com/wp-content/uploads/2020/09/image2-1-263x930.png 263w" sizes="(max-width: 283px) 100vw, 283px" /></noscript></figure></div> <h2 class="wp-block-heading" id="h-the-result">The Result:</h2> <figure class="wp-block-table is-style-table-card"><table><tbody><tr><td class="has-text-align-center" data-align="center"><span style="background-color: rgba(0, 0, 0, 0.2);">M<b>ain Goal</b></span></td><td class="has-text-align-center" data-align="center"><strong>(Compared to Control)</strong></td><td class="has-text-align-center" data-align="center"><span style="background-color: rgba(0, 0, 0, 0.2);"><b>Confidence of Result</b></span></td><td class="has-text-align-center" data-align="center"><strong>Winner</strong></td></tr><tr><td class="has-text-align-center" data-align="center">Purchases complete</td><td class="has-text-align-center" data-align="center">32.62% increase in purchases.</td><td class="has-text-align-center" data-align="center">98.56%</td><td class="has-text-align-center" data-align="center">Variant</td></tr></tbody></table></figure> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"> <p>The most important aspect of any test is the research which comes afterwards, regardless of the outcome. With this test, the learning has created an ongoing theme where we have identified a whole range of other successful tests and has also opened up new value proposition discussions with the client.</p> <cite>Jonny Longden, Conversion Director – Journey Further.</cite></blockquote> <h2 class="wp-block-heading" id="h-what-can-you-learn-from-this-success-story">What Can You Learn From This Success Story?</h2> <ul class="wp-block-list"> <li><strong>Credibility rules</strong>. Google loves E-A-T (Expertise – Authoritativeness – Trustworthiness). Your prospects love a good story sprinkled with testimonials and social proof. It is essential to first establish rapport, then display authority and credibility, before finally pitching a sale. The inability to do so tanks conversions.</li> </ul> <ul class="wp-block-list"> <li><strong>Testing is learning</strong>. Each test is not just about finding a statistically significant winner. It is also about slicing and dicing the results to take away learning. Do this well and you can actually drive new tests based on the insights.</li> </ul> <div data-rocket-location-hash="632b149afa9dc9921ad6401914f0ae4e" class="grid md:grid-cols-2 gap-x-6 space-y-12 md:space-y-0 mt-12"> <div class="border border-slate-100 rounded-lg p-6 md:p-0"> <div class="text-center"> <img src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20158%2041'%3E%3C/svg%3E" alt="Journey Further Logo" class=" object-contain h-24 w-48 inline-block" width="158" height="41" data-lazy-src="https://www.convert.com/wp-content/uploads/2020/09/journey-further-logo-email-sig.png"><noscript><img src="https://www.convert.com/wp-content/uploads/2020/09/journey-further-logo-email-sig.png" alt="Journey Further Logo" class=" object-contain h-24 w-48 inline-block" width="158" height="41"></noscript> </div> <p class=" font-oxygen text-lg text-blue text-normal "> Journey Further is a performance marketing agency delivering Clarity at Speed for the world’s leading 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