Optimising product pages16% and 25% increase in online subscriptions
Themagazineshop.com is Haymarket Media Group’s official subscription website. House of Kaizen optimised product pages for two of their magazines, increasing conversion rates by 16% and 25%.
Haymarket is the largest privately-owned publishing company in the UK. It sells around 30 magazines, with subscriptions available from themagazineshop.com.
However, Haymarket had a problem. The product pages on their site were not performing well enough and their magazine subscription rates were too low. As the only point of contact between the site visitor and the magazine the product pages needed to be perfect. But Haymarket’s were not.
House of Kaizen (HOK) was asked to increase the product page subscription rate for two of Haymarket’s publications:
- Inside United, the official magazine of Manchester United; and
- Stuff, a gadgets magazine.
HOK designed and ran split tests to optimise the performance of product pages for Stuff and Inside United, increasing subscription rates by 16% and 25% respectively. HOK achieved this with no IT involvement from Haymarket.
How we did it: a step by step optimisation process
HOK analysed the product pages for each magazine, identifying the reasons for poor performance. We then designed new product pages according to HOK’s unique performance equation and tested them on live traffic to measure the conversion rate.
Visitors from all traffic sources were split randomly between the Haymarket page (the Control) and the HOK page, recording the difference in conversion rate.
Gathering of data from analytics
- Using our advanced Google Analytics
configuration, HOK analysed the
performances of the product pages
to determine the correct testing
- Based on traffic HOK chose to run
- This allowed us to test variations
alongside a control page on live traffic.
Optimising the pages
The value proposition was unclear:
- Copy was overlong and convoluted
- Selling points were hazy
- Magazine content was unspecified
The page created visitor anxiety:
- not enough trust builders
- No reassurance of site safety
Call to action were diluted:
- Lacked a single call to action
- The incentive was unclear
- Visitors were exiting the page
Rebuilding the value proposition with:
- Strong headlines
- Business differentiators
- Quantifiable key point
Reducing visitor anxiety by:
- Adding official product logos
- Reassuring the visitor
Driving the visitor to action with:
- An attractive incentive
- One clear call to action
- Keeping the visitor on the page until conversion
HOK designed tests according to the individual specifications of each product. As Inside United is a very detailed magazine, two variations were created: a long story and a short story.
Advanced testing technology
- Visual Website Optimiser enables HOK to place tags on each page. Testing them on live traffic and tracking their performance
- No IT involvement for Haymarket
Designing the HOK page layout
- On the Stuff product page, all the
- crucial elements were placed above
the fold. Ensuring the visitor would
- HOK tested two redesigns for the
Inside United product page:
In the short treatment, all the crucial
elements were put above the fold to
be sure the visitor would see them.
In the long copy, more details about
specific columns were given,
supported by images.
- The eye-path on both product pages
was well studied to lead the visitor all
the way down the page to subscription.
Using Visual Website Optimiser, HOK
gleaned intricate performance data
for each test. Results showed an
increased subscription rate of 16%
for Stuff and 25% for Inside United.
Meaning a significant increase in ROI
for each product page.
Product specific results: STUFF
- Conversion rate: +16%
- Chance to beat the Control: 95%
- Bounce rate: - 32%
- Sales: + 4.21%
Product specific results: INSIDE UNITED
- Short copy conversion rate: + 16%
- Long copy conversion rate: +25%
- Chance to beat the Control: 95%
- Bounce rate: - 28%
Little by little the Long copy moves away from the Control, but the Short Copy has more chances to beat the Control. What we learn about the Long Copy is not that its results are poorer, but that the value proposition need not be long to be effective.
The tests revealed another interesting phenomenon:
The Long Copy conversion rate was initially low, until the run up to Christmas when it suddenly accelerated. data revealed that visitors were taking gift subscriptions of the magazine. They were responding well to the Long Copy as it provided greater reassurance about the magazine’s content.
HOK’s testing not only increased conversion rates, but also earned Haymarket valuable insights into their online business.
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