CRO Case Studies Using Heuristic Analysis

What is your monthly website traffic? Hundreds, thousands or millions of visitors?

Well, regardless of the number, it will not matter if none of the visitors convert. You may not want visitors who just come to your site and leave without doing what you intend for them to do. The success of your website may be directly related to the conversions you make from the site - be it customers who purchase a product, leads that contact your business, visitors that subscribe to your blog newsletter or users that take advantage of a free trial of your services.

The goal is likely to get as many conversions as possible, and keep improving the site’s performance consistently. This is where heuristic analytics comes into play! It is a highly effective method to achieve more conversions on your website.

It is considered one of the most effective problem-solving approaches for Conversion Rate Optimization (CRO) and you can apply it to a real-time decision making process. Basically, it is a shortcut process that enables your website to achieve CRO by using the easiest and quickest approach.

So, let us try to gain an in-depth understanding of heuristic analytics by reviewing two CRO case studies. After all, most CRO success is based on field testing, rather than on plain theory.

How Small Tweaks to the Email Sign-Up Page Increased Subscribers for the World Wildlife Fund

The World Wildlife Fund (WWF) website has always aimed to work towards the conservation of nature by focusing on areas like wildlife, food, climate, oceans, forests, and fresh water.

It has an email opt-in page that invites readers or visitors to subscribe to its newsletters (email updates). And, the WWF was able to increase its email sign-ups by almost 83% through minor changes to this page. So, what did WWF change to achieve such a considerable rise in the email opt-ins?

Let us study these:

  • Initially, this page displayed no images, but the WWF introduced a sample image of the newsletter to the right-hand side of the page.
  • The readers were given more information about what they could expect from the newsletter service, before filling in their details. The earlier text simply read something like: “Get the latest wildlife news and conservation updates sent to your inbox. Please complete the form below.” However, the new, more detailed text can be seen below:

case-studies-using-heuristic-analysis-2Lessons Learned

Clearly, revealing more information to the visitors, before they convert, helps to encourage them to take the action.

In case of the WWF, the additional text before the email newsletter informed the site visitors exactly about what they could expect once they signed up for the newsletter.

The visual preview of the newsletter also showed the exact email format that the visitors would start receiving once they enrolled for the WWF email service.

So, providing more information and setting up the exact expectations increase the trust among your visitors, especially before they share their contact information or payment details, such as their credit card particulars.

How Large Images of Smiling Human Faces with Less Content Converted More for Highrise

The 37signals team worked on the homepage design, which contained a lot of information, testimonials, widgets, and photos, for Highrise, a lead generating CRM platform. They converted it into a long form page, with plenty of text, which increased the paid subscriptions by about 33%.

However, they did not stop there. They also redesigned the site’s layout completely.

Next, they tried a shorter page, with less information. For this, they used a couple of screenshots of a large image of a person that was indicative of a smiling and satisfied customer who is excited about using the product.

This design gave them a whopping 102% rise in subscriptions. They are still trying different designs for the home page and, even now, you can check out a totally different design.

Lessons Learned

This case study highlights the importance of not assuming that heuristic analytics is a point-to-point method. Rather, it is about about using an approach that yields the optimum results for you and your business. So, if you are afraid to test or experiment with different ways of converting your audience, then heuristic analytics is not for you.

The 37signals team would not have realised that it is possible to increase the paid subscriptions by more than 100%, had they not tried another page design after the initial 33% increase with the long-form design.

But, they continued with their design experiments and this enabled them to get the best possible results for Highrise. They were able to highlight the fact that large, smiling faces help to increase trust among your audience. So, keep experimenting and try to find the best CRO method for you.

The above case studies prove that there is no “best approach” that works for all. This is what heuristic analytics is all about! You need to keep making minor changes and be innovative enough to influence your target audience.

Do you have any queries related to heuristic analytics and the related case studies discussed here? Please feel free to respond in the comments section below.

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