How We Increased the Conversion Rate on Our Home Page by 32%

Launch Your Online Business in Just 7 Days

We’ve been testing different variants of our home page for the past 2 months using systeme.io's built-in A/B test feature.

(We run our entire business on our own platform, meaning our public website is built on systeme.io itself)

After just 1 month of testing, and 5 separate tests, we've managed to increase our conversion rate from 7% all the way up to 9%!

So, how did we do it?

The 5 tests we've run:

The variant pages in these tests consisted of small changes like button CTA’s all the way to entirely new sections and a completely new layout above the fold.

If the variant page performed significantly better than the original, the said variant would take over as our new original homepage.

In the next section, you'll get a rundown of each test, what exactly we were testing, and the final results!

Test #1: Simplifying the headline (06/10/22 - 06/15/22)

What were we testing exactly?

Whether simplifying the headline and removing the hero image and sub-headline would lead to better conversion rates.

Original page (Page A):

Variant page (Page B)

Removed the image on the right
Changed the headline to: “Get the World’s Easiest All-In-One Marketing Platform”
Removed the sub-headline
Replaced “Trusted by 10,000 entrepreneurs worldwide” with “Trusted by 250,000 entrepreneurs” (the up-to-date figure)

Results: Variant page (Page B) brought a 13% increase in conversions:

Test #2: Headline across 3 lines instead of across 4 lines (06/16/22 - 06/27/22)

What were we testing exactly?

Whether writing the headline across 3 lines instead of 4 lines (like the original) would lead to better conversion rates.

Original page (Page A):

Variant page (Page B)

Headline written across 3 lines instead of 4

Results: No significant difference:

Test #3: Added testimonials section right below the fold (06/28/2022 - 07/06/2022)

What were we testing exactly?

Whether adding a section with 3 testimonials right below the fold would lead to better conversion rates.

Original page (Page A):

Variant page (Page B)

Added section with 3 customer testimonials aligned horizontally

Results: Page B brought a 12,5% increase in conversions

Test #4: Changed CTA on buttons

(07/06/2022 - 07/11/2022)

What were we testing exactly?

Whether changing the CTA on all buttons on the homepage from “Get My FREE Account” to “Sign up for FREE” would lead to higher conversion rates.

Original page (Page A):

Variant page (Page B)

CTA changed to “Sign up for FREE”

Results: Page B didn't succeed in bringing in more conversions

Test #5: Longer “Features” section

(07/13/2022 - 07/19/2022)

What were we testing exactly?

Whether adding a longer, more detailed features section with testimonials and screenshots of our tool would produce higher conversion rates than the original dropdown menu version.

Original page (Page A):

Variant page (Page B)

Replaced heading “There Are Just Six Tools You Need to Launch, Grow & Scale Your Online Business — And We Have Them All” with “Systeme.io Is The Easiest Way For You To...”
Replaced FAQ section with longer sections that include testimonials related to each feature and screenshots, as well as larger sub-headings for each feature
Added a “Replaces” section which shows all the tools that systeme.io can replace

Results: Page B didn't succeed in bringing in more conversions

Our analysis of the results:

We've written a few best practices we've discovered throughout the past 5 tests to obtain higher conversion rates:

(IMPORTANT: These tips are not objective best practices for all home pages and landing pages. These are our exclusive opinions based on our own page that are supported by the results of our split tests)

Have a simple, clear headline and opt-in field above the fold (see Test #1)
Avoid too many distractions such as overuse of images and subheadlines
(See Test #1)
Use real-world testimonials where your customer describes how your offer has solved a market-specific pain point. (See Test #3)
Your CTAs should be direct and phrased as an action the person confirms for themself i.e. "YES! I want to get this course for $97 Now!" or "Get My FREE Account" (See Test #4)