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100 Conversion Optimization Case Studies

If you’re a marketer, you’re undoubtedly looking for techniques to optimize your website for better conversions. Fellow marketers have released tactics that worked from them. In this post, I’ve curated some of these. They’ve come from multiple sources and been placed in one post. I present to you 100 conversion optimization case studies!

1. Updated Design Increases Conversions 33%

Overview and Results Achieved:

CloudSponge had an outdated website design:

This is the redesign:

The new design achieved a 33% conversion increase.

Key Findings:

-You can see the difference between the two designs. One is boring, has one call to action, and gives no good reasons why anyone should choose CloudSponge. The new website lets visitors view a demo and also gives them reasons to try CloudSponge.

If your website looks like the original CloudSponge, get a new design. It’ll pay for itself once you see a conversion bump.


2. Making Copy Action Oriented Causes 93% More People to Click

Overview and Results Achieved:

L’Axelle wanted to get more people to click on their add to cart button. This was their original homepage:

laxelle a

This was the test:


L’Axelle describes the original copy as being comfort oriented. They sell on the basis of people feeling relieved and relaxed.

The test copy is action oriented. It is about solving a problem.

The action oriented headline and copy earned a 38.3% conversion rate, 93% better than the original.

Key Findings:

-“Put an end to sweat marks” is action oriented and assures some relief for customers. Adding the word “end” makes it sound like they won’t get sweat marks ever again. If the headline read “Reduce Sweat Marks,” the copy might not have performed well.


3. Clear Homepage Helps Weather Channel Increase Conversions 225%

Overview and Results Achieved:

The Weather Channel wanted to turn people into premium subscribers. They decluttered their homepage and had a single action. These changes increased conversions 225%.

Key Findings:

-When in doubt, simplify. Simplicity is difficult and requires restraint, but it’s much easier for visitors and helps them make decisions.


4. Adding a Picture of a Person Increases Highrise Signups by 102.5%

Overview and Results Achieved:

37signals changed the design of their Highrise product page. While they’ve done many tests, we’ll feature one where they had a white background and tested it against a background of a customer. Here is the test and results:

And they tried a long page with the same background vs a short page. The long page performed worse:

Key Findings:

-As you can see, the type of background with the person really sticks out from most of the other pages on the internet. It may signal to the visitor the importance of the website and make them want to read more of the offering.


5. Improved Value Proposition Causes 128% More Visitors to Register for Games

Overview and Results Achieved:

The Sims 3 wanted to get more people to register. They tested their value proposition.

The original page:

The test:

The test increased game registrations 128%.

Key Findings:

-As you can see, the test emphasizes “free.” If your product is free or offers a free trial, don’t hide it. Let people know, because most are willing to try something that is free.


6. Making Call to Action More Prominent Increases Conversions 591%

Overview and Results Achieved:

Nature Air had 17 separate landing pages. They did a single A/B test on each landing page. The control did not make the CTA prominent:

Then they put the CTA in the content area:

Conversions went from 2.78% to about 19%, meaning their conversions improved 591%!

Key Findings:

-No matter how compelling your offer, if you don’t make it easy for visitors to click on something, they’ll never know. Make your CTA prominent, part of the content area, and easy to find. You’ll preferably want to keep it above the fold.


7. Adding Reviews Boosts Conversions More Than 35%

Overview and Results Achieved:

FigLeaves sells women’s apparel on their website. They added product reviews to the site, and this change made customers 35% more likely to purchase.

Key Findings:

-Helping the visitor navigate and make decisions proves once again to be helpful at increasing conversions and making the visitor more likely to buy.


8. Redesigning Pricing Page Brings 25% More Conversions

Overview and Results Achieved:

BaseKit wanted to get more performance out of their pricing page. This was the old design:

This is the new design:

BaseKit calls this new version “Bolder, brighter, clearer pricing, nicer design, testimonial, more obvious currency selection.” The new design achieved a 25% higher conversion rate.

Key Findings:

-Your pricing page is just as important as your pricing. The way you present your pricing and the information surrounding it can play a big role in whether the visitor becomes a customer.


9. Changing Homepage Makes Visitors 2-3x More Likely to Buy

Overview and Results Achieved:

Hawk Host A/B tested their homepage.

This is the control:

This is the test, with the prominent padlock:

The padlock converted 2-3x better than the original. No official percentage was given.

Key Findings:

-I’m not sure what purpose the globe served, so it shouldn’t be too surprising that a padlock increased conversion rates. It gives a subliminal message of security and assures visitors. Aim to have your images link with your unique value proposition and main message.


10. Adding Testimonials Increases Conversions 34%

Overview and Results Achieved:

WikiJob had three testimonials on their homepage. They had a couple of problems with these testimonials, though. The testimonials weren’t attributed to any specific customers and no one even knew if they were testimonials. They were just quotes placed on the homepage. WikiJob did have testimonials, but they were at the bottom of the page. WikiJob decided to A/B test and move the testimonials to the top of the page.

What they experienced was a 34% increase in conversion rates.

Key Findings:

-Testimonials can give visitors assurance that previous people had success with you, thus ensuring your reputability.


11. Conversions Increase 2.20% When Website Flow is Redesigned

Overview and Results Achieved:

Zen Windows had a conversion rate of .75%. They hired a firm that redesigned the visitor flow.

Old design:

New design:

As a result of the redesign, their conversion rate increased to 2.95%.

Key Findings:

-The redesign made it easier for visitors to navigate the website. If your visitors are struggling to navigate your site, you can bet it’s having a negative effect on your conversions. If you’d like to learn what visitors think of your website, check out User Testing.


12. Changing Button Color to Red Increases Conversions 21%

Overview and Results Achieved:

Performable tested their homepage with two buttons: One was green, and the other was red. They kept the text (Get Started Now!) the same.

They found that 21% more people clicked on the red button than the green button.

Key Findings:

-As the article mentions, button color is easy to test. Experiment and you may be surprised with your results.


13. Red Color on CTA Increases Conversions 2.5%

Overview and Results Achieved:

UK airline BMI had an urgent CTA that read “Hurry! Only XX seats left.” When they added a red background to the CTA, they increased their conversions 2.5%.

Key Findings:

-Colors that coordinate with the message may increase conversions. Consistency among text and colors can help reinforce the message you want to instill in visitors.


14. Protecting Purchases with Bonds Improves Conversions 10.4%

Overview and Results Achieved:

BellaCor offered bonds from Buy Safe to a select group of visitors. They tested this against a group that was not given an option of bonds. The group that was offered bonds had a 10.4% better conversion rate than the control.

Key Findings:

-Consumers want to protect their transactions. They need assurances and security.


15. Security Seal Increases Conversions 7.6%

Overview and Results Achieved:

Oriental Furniture added a Buy Safe seal to their website. They checked this against the control that didn’t have the seal. After a couple of months of testing, Oriental Furniture experienced a 7.6% bump in conversion rate.

Key Findings:

-Assurances are almost always beneficial for websites and customers.


16. Adding Google Site Search Increases Conversions 11%

Overview and Results Achieved: needed a search for their website. They turned to Google Site search.

As a result of implementing the search, bounce rate decreased 4% and conversions increased 11%.

Key Findings:

-Aiding visitors in their navigation through your site is a good tactic for increasing conversions.


17. Intuit Increases Conversion Rates 211% by Implementing Proactive Chat

Overview and Results Achieved:

Intuit implemented proactive chat in different areas on their website.

Adding chat to the checkout process increased the average order value 43%. And there was a 20% increase in conversions compared with not using chat.

Using proactive chat on a product comparison page increased sales 211%:

It also was included on their checks and supplies product page:

And on the lead generation page:

Key Findings:

-Introducing proactive chat, where the visitor can see the chat box, may improve conversions if placed in areas of your website where visitors have questions.


18. 21% Improvement in 30 Days with a Website Redesign

Overview and Results Achieved:

Crazy Egg got a website redesign and in 30 days improved their conversions 21%. They highlighted a few of their key changes:

-Let visitors try before they buy – the old design

-Align the brand with the audience

-Pay attention to the details

-Test, learn, and never be satisfied


19. 400% Conversion Rate Improvement by Removing One Image

Overview and Results Achieved:

Bradley Spencer had this big secure image on a website:

And without the secure image:

The results were surprising – a 400% increase in conversions over 3 days. Four times more people clicked the coupon link.

Key Findings:

-Conventional wisdom says that adding security badges on your site would increase conversions, and 8 or 9 out of 10 times it would. This is one of those rare times when it didn’t. Always be experimenting, you’ll never know what you can remove to increase users.


19. Image Slider Outperforms Video by 30%

Overview and Results Achieved:

Device Magic wanted to test if video or an image slider converted better.

The original – with video:

The variation – with image slider:

The image slider increased conversions from homepage to signup page by 35% and subsequent signups by 31%.

Key Findings:

-Every website is different, so it cannot be surprising that an image slider outperformed video. Unfortunately, this video is too long (visitors know they’ll be sitting there for over 4 minutes to watch) and the screencap doesn’t make the video seem too interesting.


20. Proving Authenticity Increases Sales 107%

Overview and Results Achieved:

Express Watches is a UK based online seller of Seiko watches. A big customer anxiety is the fear of getting counterfeit watches. Express Watches A/B tested on whether customers cared more about price or authenticity.

The control – competing on price point:

The variation – assuring authenticity:

The variation increased sales 107% over the original.

Key Findings:

-This result is likely industry specific. In industries where a lot of fraud exists, it certainly helps to prove you’re authentic. This can be applied to other industries as well. Placing badges like “Certified __ Partner” may increase sales.


21. Showing Price on Landing Page Doubles Lead Generation

Overview and Results Achieved:

SafeSoft Solutions develops products for customer contact centers. They A/B tested to see if leaving pricing on a landing page increased or decreased conversions.

The control:

The variation:

The variation brought a 100% boost in leads generated over the control. In this case, showing the price did have a positive impact.

Key Findings:

-People have a notion in their head that if a company doesn’t display pricing, it’s likely an expensive product. To get pricing, you have to talk to one of their salesmen and hear a sales pitch first. The variation removes this question and tells the visitor up front what the price is.


22. eCommerce Site Removes a Filter and Increases Site Engagement by 27%

Overview and Results Achieved:

UK Tool Centre thought that having an extra product filter on their website was reducing visitor engagement. The filter was a brand of wood care products called Cuprinol.

This is the control:

In the variation, the filter menu was removed:

The variation resulted in an increase of 27% engagement in the product pages. This was due to visitors being less distracted.

Key Findings:

-Don’t distract visitors with unnecessary options.


23. AMD Increases Social Sharing 3600%

Overview and Results Achieved:

AMD used ShareThis for social sharing. They wanted to increase the amount of sharing among visitors. They tested six variations, with different icons and placement. They tested it on AMD’s Support & Drivers page.

AMD found the best place for your social buttons is the left-position chicklet version with dynamic adjustment based on browser window size:

Key Findings:

-Experiment and learn the optimal place for your social media buttons. Many websites place them on the left-hand side, but only you can test to see what works best.


24. Reduced Shopping Cart Abandonment 26%

Overview and Results Achieved:

One company had shopping cart abandonment rates of around 80%. They had the goal of getting it down to 70%, hoping they’d see a 50% increase in sales. Down to 60% and maybe their sales would double. When they factored this in, they knew they had to redesign their shopping cart experience.

Here’s a comparison of their redesign compared to the old design:

As you can see, the new design is greatly improved. There is a little help section along with guarantees on the right, live customer support, customer testimonials, backend improvements, and they shortened and categorized the form.

This resulted in an abandonment rate that went down from 80% to 54%.

Key Findings:

-If you have an abandonment rate in the 80% class or above, it’s time to put some focus into a redesign. Changing a struggling homepage while ignoring the checkout experience will keep you stagnant. Find what the problems are (big or small) and work to fix them. You’ll see improved conversion rates and more income for your business.


25. Bigger Button Makes For Bigger Conversion Rate

Overview and Results Achieved:

SAP BusinessObjects originally had a small blue text link for its add to cart option.

They added a big orange button on the test:

And increased their conversions 32%.

Key Findings:

-Making a CTA will almost undoubtedly increase conversion rates.


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  1. Javier Galán Jun 25, 2013 at 11:45 am

    This is the longest article I’ve read in the last months ;)

    It’s a very helpful post. Congratulations!

  2. I don’t know how much time it took you to collect all this, but thank you very much!
    One of the most valuable posts I’ve ever read (still reading)

    • It took a while, but that’s okay. Hopefully it will more than payoff as people share it and save it as a resource.

      Glad it’s valuable for you!

  3. Matthew Ozolins Jun 25, 2013 at 8:35 pm

    Give us some data on how the new KISSmetrics homepage is helping conversions. Surely that must have seen some pretty impressive improvements?

  4. Great case studies. Thanks a lot. This is gonna help me to improve my conversion for my website.

  5. Superb post, thank you! Really interesting to see that in some cases the use of security badges lowered conversions.

    • Totally! It just goes to show you that even though you’d think some would absolutely improve conversions, it’s not always the case. This is why you gotta always test and not assume adding something like security badges will increase conversions.

  6. Great case studies. Thanks a lot. This is gonna help me to improve my conversion for my website.

  7. Stephen Moyers Jun 26, 2013 at 1:43 am

    Hey Thanks for sharing this wonderful collection of case studies related to conversion rate optimization. This case study really helps a lot to analysis different way of conversion rate optimization and ultimately helps to improve conversion of our sites.

  8. The Kaya Variation1 image is actualy showing the control image a 2nd time (same file name).

  9. Thanks KISSmetrics, that was a stupendous task.

    Thanks again.

  10. Tamil Translation Jun 26, 2013 at 6:57 am

    Oooopsss.. I have to make lot of changes in my website… thanks a lot

    • Hi Tamil,
      Just remember that what works for one company may not work for another.

      The number one thing is to make sure your website is easy to navigate and users can quickly and easily find what they’re looking for.

  11. Thanks so much for featuring my a/b test on your site! I’d love to share some more test results with you guys if you ever want me to write up a little essay on my experiments.

    Thanks again!

  12. This is one exchaustive case study, Thanks for providing me these useful insights.

  13. Found this article very helpful, so many ideas in one place, thanks

  14. Excellent resource! Its really interesting to see that some have very minor changes and some have major overhauls. Thus proving that CRO is almost entirely user testing based. No-one can every design the perfect page from their creativity, user behaviour is the best factor.

    • Yeah, you definitely need to make your website for the users and their needs. Always gaining feedback and testing is the best way to learn about how to make the best website for their needs.

  15. Thanks for sharing various conversion optimisation related case studies in one place. I am conversion optimisation specialist and i can tell you these information is really useful and if we can implement those changes as per particular business requirement then result will arrive effectively. Thanks for sharing such great information.


    • I’m glad you have ideas Sandip! This post doesn’t exactly tell you that doing ___ will increase conversions, but more of to give you an idea of what to test.

  16. Amazing post, great work. Although…. I think a “series” of posts (3 or 4) might be a bit easier to absorb.
    But… great stuff none the less. Thanks

    • I don’t think that’s a bad idea either, Anthony. I thought about doing it but just decided to make it a big post where it’s all-in-one.

      Will look into making a series next time I do something like this.

  17. awesome…thanks for the big info..
    the icouponblog secure image is good thing..i will also try that…

  18. This is an EPIC post!! This is a must read for website designers & marketers alike.

  19. business articles Jul 07, 2013 at 9:30 pm

    You ought to be a part of a contest for one of the most useful websites
    on the net. I am going to recommend this blog!

  20. Very good article with very good case studies – thanks a lot! ;-)

  21. Great post. I was checking continuously this blog and I am impressed!
    Very useful info specifically the last part :) I care
    for such information a lot. I was looking for this particular information for a long
    time. Thank you and best of luck.

  22. Pilar Torres W Aug 15, 2013 at 7:36 am

    Fascinating how small changes can make such a massive difference to the conversation rate of a website.

  23. A great resource. I have been looking for ideas on how to improve the conversion rate on a website and this gives me a few ways to do this now. Thanks.

  24. The device magic case is truly overwhelming. I think this is one of the few cases where video hasn’t been successful for an online business in converting customers. Normally, we at Treepodia have witnessed up to an 88% rise in conversion rates for the implementation of video alone. I guess whilst video is great at providing a customer with a fun and interactive way to view a product, if can be a turnoff it’s the video it not done well.
    Hopefully device magic won’t give up on video, there is so much more potential out there! :)

  25. Michael Cordova Oct 22, 2013 at 1:39 pm

    You might be interested in the case study of one of our recent conversion campaigns:

    In short:
    $5,820 – Cost for All Conversions provided to Customer
    $407,400 – Gross sales resulting from Engagement Marketing Service
    1.43% – Percentage Cost Per Sale for Engagement Marketing Service

  26. Great post. I see a lot of mistaken i made for my website. Now, after reading this post, i can made a change to my website to more conversion. Thanks again :)

  27. Bartosz Mozyrko Mar 17, 2014 at 4:43 am

    Recently we published an awesome case study:

    $300,000 was donated via website. It is a 420% conversion improvement. I hope our insights will be relevant to your work :)


  28. Hi Zach,

    This is the longest post I have ever read on conversion rate optimization. Awesome stuff. Its fascinating how small changes to designs and copies increase conversions and revenues. Got some really good points to consider. Cant wait to test them on my websites.

  29. Thanks for the good information you have shared here about making site more accessible or customer friendly. I am sure many people will also find your post helpful.

  30. Amazing post.
    But as said above, a series of post would have been easier to manage and us to see :)

  31. #22 is highly questionable. Removing that menu forced product detail page engagement because people have to click in an out of them to find if the product matches the criteria that the facet menu could have helped them with. In other words forcing people to click into product detail pages in order to “winnow” the results to more of what they need will increase detail page engagement but take much longer for the user and increase likelihood that they won’t be exposed the full breadth of products that are really on target with their needs, as options they should have looked at will get lost in the noise. Increased detail page engagement may not be worth the trade off of did they find what they were looking for or could they find what they needed.

    • Carlos, thanks for sharing your insights. Let me look into what you wrote and see what we can do to clear up the air about it.

  32. Great to see some many real world examples of how to increase your CTA. I’ve book marked your page for future reference.

  33. Where others fail, this article succeeds – Many so-called SEO and optimization articles are as bad as linked-in HR articles – full of fuzzy jargon with no supporting evidence. I love the examples, that is what really makes this sparkle – to really see the element or change that is affecting the conversion rate.

  34. How to apply to the health sector ?

  35. This is a seriously in depth post. Tons of valuable content and information. Thanks a lot! This will help.

  36. Wow! This is intense and in depth. I am getting a lot of great conversion techniques out of these! I’d say most of it is still pretty current too. Thank you!

  37. Marcel Stalenhoef Apr 22, 2015 at 11:59 am

    Good to read all over Conversion, I’m all in to the conversion and making the website optimal for visiters. Ease of use is probably one of the most important conversion Ups of Downers in websites.

    @Dainis, I think you should look at every situation as it is. Some website needs red buttons, but some need orange or green to stand out and make the conversion rate go up. So to all, don’t just thank examples and put them to work for your own benefit. Think about the WHY DOES THIS WORK? :)

  38. Very helpful article. Good job!

    I can add one more important thing. If you really want to discover opinion from your customers, you must ask them for it. There are many helpful tools to crowd sourcing f.e. TestArmy.

  39. Dido Grigorov May 27, 2015 at 8:38 am

    Wonderful article! Useful case studies with tons of great tips!

  40. I’ve enjoyed going through these a lot. I love the short form case study format, and how it can all make us better designers, marketers and communicators in general. Thank you for taking the time to compile all of these. ! -Tim


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