About the project
In this A/B Testing Project we tested different versions of the Lokale Handwerker landing pages to check which one performs best. We evaluated the performance based on the conversion rate.
Why A/B Testing?
A/B testing is fundamental to landing page optimisation. Since we were targeting customers searching for specific craftsmen in various regions of Germany, we wanted to understand better what kind of hero section and funnel performs better.
We focused on the following points:
- Images - Which images drive more people to fill out the form?
- Form entry point - What's better? Displaying first step(s) of the form or only one input field?
- Visual elements - What elements really drive the audience?
- Content on the page - How to increase engagement with content? What are the elements on the page people check & read, and which are simply ignored?
My role
I was responsible for sketching out various Hero sections, from which we eventually selected 4 various designs, that were tested against each other.
I also re-designed other sections on the landing page proposing a new, 'fresh' design. We then analysed the performance of various sections in the "old" and "new" skins & derived conclusions.
Smiley craftsman vs beautiful illustration
In the first round we tested a version with
- Smiley craftsman - Image displaying a craftsman. That version consisted of an open form with a prominent arrow, a box with the explanation of next steps + 'old' landing page sections design
- Beautiful illustration - Abstract illustration displaying a specific part of the renovation process. Here, there was only one input field, as well as urgency points below + 'new' landing page sections design
What did we discover?
After launching our first A/B test, we discovered that:
- Conversion rate of a version with a craftsman and an open form performed significantly better than the version with an illustration
- 9% of users clicked "Next step" in a version with a craftsman compared to 6.8% in a version with one input field
- "How it works" & "Reviews" sections are the most read on the page
- Section showing various craftsmen included in the "new" landing page design was of a big interest
- Only 10% of the users scrolled to the bottom of the page in version 1, vs 13% of the users in version 2
Funny couple vs Happy family
In the second round we tested a version with
- Funny couple - Prominent, and fun hero section. That version consisted of an open form with two simple input fields
- Happy family - Image of a happy family at home. Here, there was only one input field, as well as urgency points below
What did we discover?
After launching our second A/B test, we discovered that:
- The conversion rate of both versions was quite similar
- 1.2% more people filled in the post code in version 1 - "Funny couple" and pressed "Receive an offer" CTA
- In a version one with "Funny couple", 11% of all the users clicked on a dropdown to check for other options
- Users tend to click on the urgency points, from which we might derive that this information plays a role for them
And the winner is...
As a next step we decided to test a version with a craftsman against a version with a funny couple.
Even though the conversion rate of both was quite comparable, we decided to go with a craftsman version. What spoke for selecting this version was:
- Possibility of adjusting craftsman image per vertical
- Option of displaying specific & different steps of the funnel per vertical
- Very good engagement of users compared to a version with just one input field
Below drafts of Hero sections that we then used for other verticals.
