Microsoft Office Live Small Business UK gets massive lift with Webtrends Optimize
The Office Live Small Business UK team felt website performance could improve and sought to understand specific elements that drive sign-ups. They partnered with Webtrends to improve performance for traffic generated from PPC activities.
Overview
Webtrends executed an optimization program for Microsoft Office Live Small Business – United Kingdom, which included the creation and development of a new landing page combined with a multivariate test.
Challenge
Though it is one of the fastest-growing small business services in the UK, the Office Live Small Business UK team felt performance could improve further and sought to understand specific elements that drive sign-ups. They partnered with Webtrends to improve performance for traffic generated from PPC activities. The success event was defined as a click-out into the sign-up funnel.
Results
With Webtrends insight, AIS:
- Overall, conversion rates improved more than 500% over the baseline control page.
- A simple copy change on the Call-to-Action button to “Start Now!” was the dominant factor.
- Interestingly, both the Headline and Sub-Headline had virtually no influence on conversions.
- Using a fractional factorial approach, the test duration was 14 days. By comparison, a full factorial approach would take 112 days.
