Eyetools Doubles Conversion Rate for Fortune 100 Client

We were given responsibility for eye tracking testing, and then optimizing, a key product template in a website sales-generation funnel for one of our Fortune 100 clients (we aren’t allow to say who, unfortunately. *sigh*). Using our methodology, the client more than doubled their conversions — and we believe that we can do this repeatably.

The client had already performed MVT (Multivariate Testing) and had realized a 2% lift in conversions — hoping for more, our client brought us in to make the web site generate more sales and revenue. The website already looked nice and was well designed. The client was pushing for a design change and wanted to ensure they were making the right decision; they didn’t want to risk reducing conversions, and sales.

During initial testing, we identified the primary, secondary, and tertiary problems (where were not exactly what the client expected them to be). Focusing on the actual problems, we were able to make a series of modifications initially to the page template design, and then later on the text copy. Through multiple rounds of testing and optimization, we proved to our client, at each step of the way, that the improvements we made beat the control.

When the new design with new copy was deployed live to their website, A/B-testing click metrics indicated that it was producing conversions more than double what the control was, and had increased sales 2.5 times greater than those produced by all of the other optimization methods they had applied in the past.

We were happy with these results since they were in line with what we expected that we could do. We were especially happy with the results because the website was already effective, good looking, and thought by many to be an example of a good implementation. So, we didn’t just take a bad thing and make it good; we took a good thing and made it better, making our client a lot of extra money in the process.