Utilised A/b testing that lifted conversion rate by 3.37%

Our client’s marketing funnel was healthy on paper; steady traffic, solid engagement—but bottom-of-funnel conversions were flat. Leadership wanted proof that conversion optimization could justify more budget, yet previous experiments had lacked structure and clear KPIs.

To earn quick internal buy-in, we focused on a single, high-traffic landing page that drove demo requests; the main revenue trigger. After auditing user recordings and heatmaps, we found two friction points:

  • The primary CTA was buried below the fold.

  • The CTA copy was vague (“Submit”) instead of benefit-oriented.


Test Design & Execution

Parameter

Control (A)

Variant (B)

CTA position

Mid-page, below the fold

Top-of-page, above the fold

CTA copy

“Submit”

“Start My Free Demo”

Traffic split

50/50

50/50

Test duration

3 weeks (until 95% power)

3 weeks

Primary metric

Form-submit conversion %

Form-submit conversion %

We ran the experiment using the client’s existing Google Optimize setup, ensuring equal audience segments and device distribution.

Results: +3.37% Lift, Real Revenue

  • 3.37% increase in conversion rate 

  • Projected annual revenue gain: Mid-five-figure increase from this page alone.

  • ROI: 12× the cost of running the test 

While 3.37% might sound modest, for a product with a high average contract value, that lift equates to thousands in incremental revenue every month.

 

Organization-Wide CRO Adoption

  1. Executive Buy-In
    Seeing a direct revenue bump convinced stakeholders to allocate a dedicated CRO budget and resources for ongoing experimentation.

  2. Cross-Functional Collaboration
    Marketing, product, and design teams began co-authoring test ideas, streamlining approval cycles and accelerating deployment.

  3. Formalised CRO Roadmap
    We delivered a 12-month testing calendar, prioritized by potential impact and technical effort, enabling the client’s in-house team to continue iterations autonomously.

With a CRO program now embedded in our client’s growth strategy, we’re lining up more sophisticated experiments:

  • Personalising messaging by firmographic data

  • Multi-step forms with progressive profiling

  • Dynamic content blocks tied to ad-group intent

Each test is another step toward compounded gains and a testament to how data-driven creativity can scale revenue efficiently.

Curious how a single A/B test could transform your own funnel? Get in touch today.

 

Back to blog