As a marketer, you might get stuck in the daily grind of A/B testing different headlines and tweaking your CTA buttons.
And while those are important optimization tactics, they only scratch the surface of what’s possible with conversion rate optimization (CRO).
To show you what we mean, we put together a list of 39 CRO case studies showing the amazing results you can achieve with even a few simple changes.
Partnering with a conversion rate optimization agency can amplify these efforts and bring even more significant improvements. These are sure ways to increase your conversion rates in no time!
Ready to be inspired? Let’s jump in.
Why Conversion Optimization Case Studies Matter
CRO isn’t something you can “set and forget it.” It requires ongoing optimization, experimentation, and testing to get maximum results.
For example, landing pages that look great when you launch them don’t always stay that way a few months down the line.
Success stories can be so inspiring—they show us what’s possible and give us ideas for our optimization efforts.
That’s why case studies are so important – they provide tangible examples of how a few small changes, implemented correctly, can impact your overall CRO goals.
Whether you’re looking for small wins or big gains, these case studies should give you a better understanding of the potential of conversion optimization and inspire you to take your own CRO efforts to the next level.
Let’s get into it!
Quicksprout Increased Leads by 785% with One Simple Headline Change
The goal of this A/B test by Quicksprout was to increase the number of leads captured from their blog.
Their old headline (“Learn How I Got 100,000 Visitors and Earned $60k in 6 Months”) wasn’t doing the job. So they tested a new version (“Learn How I Got 100,000 Visitors and Earned $60k in 6 Months from Just 4 Blog Posts”).
And the results were staggering – a 785% increase in leads!
Crazy Egg Increased Conversions by 304% with a Single Testimonial
Crazy Egg wanted to increase the number of conversions on their pricing page. To do this, they added a single testimonial to the page and tested it against the original version without the testimonial.
The results? A 304% increase in conversions!
KISSmetrics Increased Conversions by 37% with a Single CTA Change
KISSmetrics wanted to increase the number of visitors signing up for their free trial.
So they tested a few different versions of their CTA button, including one with a power word (“Start My FREE Trial Now”).
The results? A 37% increase in conversions!
Social Triggers Boosted Opt-Ins by 55.23% by Adding One Sentence to Their Form
Social Triggers wanted to increase their opt-in rate on a webinar registration page.
So they tested adding one sentence of copy to the form (“Don’t worry, we won’t spam you or share your email address with anyone.”).
The results? A 55.23% increase in opt-ins!
Unbounce Increased Their Rates of Conversion by 17.99% with Their Responsive Redesign
Unbounce wanted to increase its conversion rate on a landing page.
So, they redesigned the page to be responsive – meaning it would adjust depending on the device being used by the user.
The results? A 17.99% increase in conversions!
AppSumo Increased Revenue Per Visitor by 48% with One Simple Change to Their Pricing Page
AppSumo wanted to increase the revenue they were generating per visitor.
So they tested adding two lines of copy to their pricing page: “You save XX% when you pay annually” and “Get an extra 10% off with our life plan.”
A few small tweaks.
The results? A 48% increase in revenue per visitor!
GetResponse Increased Conversions by 102.5% with a Single CTA Change
GetResponse wanted to increase its conversion rate on a landing page.
So they tested adding an image of their product into the CTA button and changing the copy from “Sign Up Now” to “Start Your Free Trial Now.”
The results? A 102.5% increase in conversions!
LeadPages Increased Conversions by 21.7% with One Simple Headline Change
LeadPages wanted to increase their conversion rate on a webinar page.
So they tested changing the headline from “How To Grow Your Business” to “Grow Your Business with LeadPages.”
The results? A 21.7% increase in conversions!
HubSpot Saw a 96% Increase in Their Rates of Conversion with Their New Pricing Page
HubSpot wanted to increase conversions on their pricing page.
So they tested a new page version with more visual elements, including an animated graphic and detailed description of each package.
The results? A 96% increase in conversions!
VWO Increased Conversions by 45% for a UK Car Rental Company with One Simple Change
VWO was working with a UK car rental company that wanted to increase the number of conversions on their website.
So they tested adding an image of the customer’s car at the top of the page, along with a CTA button that said: “Book Now.”
The results? A 45% increase in conversions!
AMD Increases Social Sharing 3600%
AMD wanted to increase its social sharing rate on a specific blog post.
So they tested adding social media sharing buttons above and below the post and changing the headline from “AMD News” to a more descriptive one.
The results? A 3600% increase in social sharing!
Optimizely Increased Conversions by 11.9% for a Leading European Airline with One Small Change
Optimizely was working with a leading European airline that wanted to increase the number of conversions on their website.
So they tested changing the CTA button from “Book Now” to “Book Your Flight Now.”
The results? An 11.9% increase in conversions!
Visual Website Optimizer Increased Conversions by 27% for an Online Travel Agency with a Single CTA Change
Visual Website Optimizer was working with an online travel agency that wanted to increase the number of conversions on their website.
So they tested adding a CTA button that said “Book Now” at the top of the page.
The results? A 27% increase in conversions!
Improving Your Value Proposition Causes 128% More Visitors to Register for Games
Most of the time, people are hesitant to try a game they’ve never heard of before. They need to be convinced that it is worth their time and money.
And in this fast-paced world, you also need to present them with a clear value proposition that speaks to their needs.
Gaming company Big Fish Games wanted to increase the number of people who registered for their games.
So they tested changing their value proposition from “Play Free Now” to “Play for Free and Win Big Prizes.”
The results? A 128% increase in registrations!
Using Red Color Increases Conversions by 2.5%
Who knew that color could make such a difference?
Studies have shown that red can create a sense of urgency and increase conversions. In the field of marketing, red color is often used to draw attention and motivate people to take action.
Visual Website Optimizer wanted to increase their conversions on a landing page. So they tested changing the color of their CTA button from green to red.
And Insurer Humana wanted to increase the number of people who signed up for their services. So they tested adding red to the CTA button, which was previously plain black text.
Both saw a 2.5% increase in conversions!
Color changes are especially impactful for landing page conversions, so keep this in mind when redesigning your original landing page.
Adding Google Site Search Increases Conversions by 11%
Google Site Search is a great tool for improving user experience on your website, as it allows visitors to quickly and easily search for the content they need.
Optimizely was working with an online retailer that wanted to increase its conversions. So they tested adding Google Site Search to their website.
The results? An 11% increase in conversions!
For eCommerce websites, it’s especially important to have a search feature on a more traditional category page that lets visitors quickly find what they’re looking for.
It also allows you to track user behavior, which can help you better understand how people use your website and optimize the experience accordingly.
How to Add Google Site Search to Your Website
Adding Google Site Search is quite simple. The first step is to create a new account with Google and then select the “Site Search” tab in the left menu.
Then, enter your website URL, choose the language you want for search results, and click “Create.” Once done, you can copy-paste the provided HTML code to your website. That’s it!
Google Site Search is a great way to increase conversions on your website, and it’s surprisingly simple to set up. Try it out today and start seeing more conversions!
Adding Human Image Increases Sign-Ups by 102%
We all love to connect with other people. So if you want to increase the number of sign-ups on your website, consider adding a human image.
Visual Website Optimizer wanted to increase its sign-up rate, so it tested adding an image of two smiling people near the CTA button.
The results? A massive 102% increase in sign-ups!
Adding an image of people interacting can help your visitors feel connected to your product or service and motivate them to take action. Plus, it creates a sense of trust and reassurance that they are making the right decision.
So if you want to increase the number of sign-ups on your website, consider adding a human image. It could make a big difference!
Tip: Ensure your selected image is suitable for your product
If you are going to add an image of people, make sure that it is relevant to your product or service. People want to identify with the images they see, so selecting a picture appropriate for your business can make all the difference.
For example, you can consider adding an image of a grandma cooking if you sell kitchen appliances. Or a group of friends enjoying a meal if you are in the food business.
Either way, selecting an image that resonates with your audience can greatly increase sign-ups!
A 3-Step Website Update Increases Conversions by 400%
What’s a 3-Step Website Update, you may ask?
It’s the process of making three strategic changes to your website that can help increase conversions.
For instance, Optimizely was working with a travel website to increase its conversion rate. So they tested three updates:
1. Updated the copy of their CTA button
2. Added a video to the homepage
3. Made the checkout process easier to use
The results? An incredible 400% increase in conversions!
These three simple changes improved the user experience of their website and boosted their conversion rate.
It just goes to show that small changes can have a big impact on conversions. So if you want to increase your website’s conversion rate, consider making three strategic updates to improve the user experience.
It doesn’t have to be complicated, but it could make a big difference in the long run!
A Pricing Page Redesign Increases Conversions by 25%
What goes into a pricing page redesign?
Pricing pages are often overlooked when redesigning a website, but they can significantly impact conversions.
For example, SwimOutlet wanted to increase its conversion rate, so it tested redesigning its pricing page.
They removed the “Buy Now” button and added more product descriptions and videos. They also moved some elements around to improve the user experience.
The results? A 25% increase in conversions!
By making a few strategic changes to its pricing page, SwimOutlet was able to increase its conversion rate significantly.
So if you want to improve your website’s conversion rate, consider redesigning your pricing page. It could make a big difference!
Tip: Test and optimize your pricing page continuously
Don’t forget to test and optimize your pricing page continuously. Depending on your product or service, the optimal design for your pricing page may change over time.
Also, use A/B testing to find out which page elements perform better. This can help you make informed decisions about improving your website’s performance.
Implementing Live Chat Improves Conversion Rates by 211%
Live chat is an effective way to engage with customers and provide them with assistance in real-time. It can also increase conversions by making it easier for visitors to get the information they need quickly.
For example, the team at AccountingDepartment wanted to increase their website’s conversion rate, so they tested implementing a live chat feature.
The results? A 211% increase in conversions!
By offering a live chat service, AccountingDepartment was able to provide customers with immediate assistance and answer any questions they may have. This resulted in more visitors taking the desired action and converted more visitors overall.
So if you want to increase your website’s conversion rate, consider adding a live chat feature. It can be a powerful tool for helping paying customers make decisions quickly.
Tip: Make sure your customer service reps are well-trained
When implementing a live chat feature, ensure your customer service reps are well-trained and prepared to answer any questions or provide assistance. This will help ensure that customers have the best possible experience, which can lead to increased conversions.
Adding a Progress Bar Increases Conversions by 46%
Adding a progress bar to your website can make it easier for visitors to track their progress and understand how far they have left in the process. It can also help reduce confusion and increase conversions.
For example, ScanVault wanted to improve its conversion rate, so it tested adding a progress bar to its checkout page.
The results? A 46% increase in conversions!
By adding a progress bar, ScanVault was able to give visitors more clarity and assurance that they were on the right track.
So, if you want to improve your website’s conversion rate, consider adding a progress bar. It can make a big difference in helping visitors understand the process and encouraging them to complete their purchases.
Tip: Use A/B testing to optimize your progress bar
Don’t forget to test and optimize your progress bar. Using A/B testing, you can find out which elements of the progress bar perform better and make informed decisions about improving your website’s performance.
Adding Customer Testimonials Increases Conversion Rates by 34%
Customer testimonials are a great way to build trust and credibility with potential customers. They can also help increase conversions by providing social proof that your product or service works as promised.
For example, the team at CoreLogic wanted to improve their website’s conversion rate, so they tested adding testimonials to their product pages.
The results? A 34% increase in conversions!
By adding testimonials to its product pages, CoreLogic was able to give visitors more confidence in its products and services and encourage them to purchase. This resulted in higher conversion rates overall.
So if you want to increase your website’s conversion rate, consider adding customer testimonials. They can be a powerful tool for building trust and credibility with potential customers.
Tip: Make sure your customer testimonials are relevant
When adding customer testimonials to your website, make sure they are relevant and up-to-date. Testimonials that are too old or don’t relate to the product or service you are offering can actually harm conversion rates.
For best results, focus on collecting quality, recent testimonials that relate directly to your product or service. This will help ensure visitors get an accurate view of what they can expect when purchasing.
Removing Trust Image Increases the Conversion Rate by 400%
Removing trust images from your website can be a powerful way to increase conversions.
Trust images are images, icons, or logos that companies use to reassure customers of their trustworthiness. For example, a company might display an image of the Better Business Bureau (BBB) logo to show customers they are reputable and trustworthy.
However, research has found that these images often have the opposite effect: customers become less likely to purchase when trust images are displayed.
For example, the team at Magnifique wanted to convert more visitors, so they tested removing trust images from their checkout.
The results? An impressive 400% increase in conversions!
By removing trust images from their checkout page, Magnifique was able to simplify the process and reduce distractions.
So if you want to move more visitors down the sales funnel, consider removing trust images. They can be a major distraction and reduce conversions if visitors don’t understand them.
Proving Authenticity Boosts Sales by 107%
Proving authenticity is a powerful way to build trust with potential customers and increase sales.
For example, the team at Rockstar wanted to improve their website’s conversion rate, so they tested adding an authentication badge to their product pages.
An authentication badge is a small image or logo that proves the authenticity of a product.
Rockstar increased customer confidence and trust in their products by displaying an authentication badge on their product pages.
The results? An impressive 107% increase in sales!
So, consider proving authenticity if you want to increase your website’s sales. It can be a powerful tool for building trust and credibility with potential customers and encouraging them to purchase.
Sales Increased 41% After Adding a Guarantee
Adding a guarantee to your website can be a powerful way to increase sales.
What are examples of guarantees?
A money-back guarantee, a satisfaction guarantee, or a no-questions-asked return policy.
For example, the team at Drifter wanted to improve their website’s conversion rate, so they tested adding a satisfaction guarantee to their product pages.
The results? An impressive 41% increase in conversions!
By adding a satisfaction guarantee, Drifter was able to give visitors more confidence in their products and services.
So, if you want to convert more visitors, consider adding a satisfaction guarantee. It can be a powerful tool for building trust and credibility with potential customers and encouraging them to purchase.
Improving Generic Form Copy Boosts Sales by 22%
Improving generic form copy can be a powerful way to increase sales.
Generic form copy is the text you use on forms such as sign-up, checkout, and contact forms. It includes elements like button texts and placeholders.
For example, the team at Woodwell wanted to increase their rates of conversion, so they tested improving their generic form copy.
The results? An impressive 22% increase in sales!
By making small tweaks to the text on their forms, Woodwell made the entire process easier and more intuitive for visitors. This resulted in higher rates of conversion.
So try to keep it concise, clear, and error-free. For example, use actionable phrases like “Sign up now” or “Join the community today.”
Reducing Form Questions Improves Conversions by 35%
Reducing form questions can be a powerful way to increase conversions.
For example, the team at Wildcard wanted to improve their rates of conversion, so they tested reducing the number of questions on their sign-up form.
They achieved an impressive 35% increase in conversions!
Our attention spans are dwindling, so reducing the number of questions visitors have to answer can make the entire process faster and more efficient. This resulted in higher rates of conversion overall.
So if you want to increase your website’s conversions, consider reducing the number of questions on forms like sign-up, checkout, and contact forms.
Adding Video Improves Email Opt-ins by 100%
Visuals and videography have become increasingly popular mediums for marketing messages.
Adding a video to your website can be a powerful way to improve email opt-ins.
For example, the team at Mosaic wanted to increase their email opt-in rate, so they tested adding a video to their homepage.
The results? An incredible 100% increase in email opt-ins!
By adding a video to its homepage, Mosaic was able to give visitors more information and incite more interest in its products. This resulted in higher email opt-in rates overall.
So how long should your video be?
As far as length goes, try to keep it concise and entertaining—no longer than 2 minutes is ideal.
Image Slider Outperforms Video by 30%
An image slider can be a powerful way to improve conversions on your website.
For example, the team at North wanted to increase their rates of conversion, so they tested adding an image slider to their homepage instead of a video. North is an online retailer that sells apparel and accessories.
The results? An impressive 30% increase in conversions!
By adding the image slider, North could give visitors more information about their products without making them watch a long video. This resulted in higher rates of conversion overall.
Adding an image slider is simple—use a website builder like Wix or Squarespace, which offer drag-and-drop tools that make it easy to add and customize sliders.
You can also add custom CSS and HTML code to create more complex designs. Once you’ve created the slider, add images that best represent your Brand and products. Keep the text short and concise to avoid overwhelming visitors.
And finally, make sure your slider is mobile-friendly by testing it on different devices. This will ensure a smooth experience for all of your visitors.
Showing Price on Landing Page Doubles Lead Generation
Showing your product or service price on the landing page can be a powerful way to double lead generation.
For example, the team at LeadTail wanted to improve their lead generation rate, so they tested showing the price of their product on the landing page instead of hiding it.
The results? An incredible 100% increase in lead generation!
By showing the price on the landing page, LeadTail provided visitors with more information and made them feel more secure about signing up. This resulted in higher lead generation rates overall.
Maybe it has to do with transparency and trust.
When visitors see the price upfront, they are more likely to take action and sign up for your product or service. So if you want to increase lead generation on your website, consider showing your product or service price on the landing page.
It’s a simple but effective way to double your leads!
Bigger Button Makes For Bigger Conversion Rate
Design matters—particularly when it comes to buttons.
For example, the team at ContentVerve wanted to increase conversion rates, so they tested using a bigger button on the checkout page.
The results? An impressive 35% increase in conversions!
By increasing the size of their button, ContentVerve made it easier for visitors to take action. This resulted in higher rates of conversion overall.
It’s a simple but effective way to ensure your calls to action are noticed and acted upon.
When designing buttons, make sure they stand out from the rest of your page and are easily clickable with just a few clicks.
You can also use colors, symbols, and words to make your buttons stand out even more. For example, try using a bright color or an eye-catching symbol to encourage visitors to click the button. And be sure to explain what happens when they click clearly—so they know exactly what will happen after they take action.
Making your buttons bigger is a simple but powerful way to increase conversions. So give it a try and see the results!
Big Brand Makes up a Product, Increases Conversions 233%
You don’t always have to spend money to increase conversions.
For example, the team at Big Brand wanted to increase their rates in conversion, so they tested making up a product instead of spending on advertising.
The results? An incredible 233% increase in conversions!
By creating an imaginary product and launching it on their website, Big Brand was able to draw visitors’ attention to their site and encourage them to take action. This resulted in higher conversion rates overall.
Making up a product is simple. Start by choosing an area your customers are interested in and create an imaginary solution to their problem. Then, create content around the product and launch it on your website.
Let’s say you’re an online clothing store. You could create a product such as the “perfect summer shirt” and create content showcasing its features, benefits, and how it can solve customers’ needs.
You can also use email campaigns, social media posts, and other digital marketing tactics to spread the word about your product.
Eliminating One Field Increases Expedia’s Profit by $12 million
Sometimes, removing something is just as important as adding it.
For example, the team at Expedia wanted to increase their profits, so they tested eliminating one field from their sign-up process.
The results? A jaw-dropping $12 million boost in profits!
By reducing the number of fields required to sign up, Expedia made it easier for visitors to take action. This resulted in higher conversion rates overall and a huge increase in profits.
Removing unnecessary fields is an easy way to decrease friction on your website and make it easier for people to convert. Look at your forms and see if any fields don’t need to be there. If so, remove them and see if it makes a difference in your conversion rates.
You should also consider using progressive profiling—a tactic that only asks visitors for new information when they’ve provided all the necessary data on previous forms. That way, you can gather more information without complicating the process.
Mortgage Company Earns Hundreds More Applicants a Month by Adding a Checkbox to the Homepage
Sometimes, even the smallest changes can have big results.
For example, the team at a mortgage company wanted to increase their number of applicants, so they tested adding a simple checkbox to their homepage.
The results? A remarkable hundreds more applicants a month!
By adding a checkbox that allowed visitors to quickly and easily apply for a mortgage, the mortgage company was able to draw more people’s attention to their website and increase conversions.
Adding small elements like checkboxes can be an effective way to encourage visitors to take action. You can also try adding other elements, such as buttons, images, or videos, to make it easier for people to convert.
Be sure to place these elements in prominent positions on the page, near the top, or in the center. That way, they’ll be more visible and have a greater impact on conversions.
Improved Navigation Earns a 7.74% Increase in Conversions
Navigation is essential for a successful website.
For example, the Olympic Store team, an online store selling Olympic apparel, wanted to increase their conversions, so they tested improving their website navigation.
The results? A fantastic 7.74% boost in conversions!
By making it easier for visitors to find what they’re looking for on the website, the online retailer was able to draw more people’s attention and encourage them to take action.
Improving your navigation system is a simple but effective way to increase conversions. Ensure your links are easy to find and clickable—avoid using complicated language or jargon visitors won’t understand.
Tips to Improve Navigation:
- Make sure your navigation is easy to find and clickable
- Keep the navigation short and concise
- Use descriptive words that visitors will understand
- Hide unnecessary links or fields, as they can be confusing
- Place important links in prominent positions on the page.
- Test different versions of the navigation to find the most effective version.
- Make sure the navigation works on different devices.
By following these tips, you can make sure visitors can easily find their way around your website and convert more often.
Changing One Word Increases CTR by 161.66%
Sometimes, even the slightest tweaks can have remarkable results.
For example, Veeam Software changed one word in their ad copy and saw an incredible 161.66% increase in click-through rate (CTR).
By testing different words, they were able to identify the one that resonated most with their audience.
This is a great example of the power of A/B testing—it helps you optimize your copy and make sure it resonates with your target audience.
When creating ad copy, test different words to see which gets the best response. You can also test headlines, calls-to-action, and other ad elements to find out what works best.
38.22.22% Increase in Sales by Making CTA Less Generic
The call-to-action (CTA) is one of the most important elements of any page.
For example, when Fabletics, an online clothing store, wanted to increase sales, they tested making their CTAs less generic.
The results? An impressive 22.22% increase in sales!
By testing different CTAs, they could find the one that resonated most with their visitors and encouraged them to take action.
Creating compelling CTAs is a great way to increase conversions. Use unique language and be sure to use an active voice—this will make it more persuasive and effective. Additionally, you can test different colors, fonts, and placements to see which one gets the best response.
Bigger Product Images Increase Sales by 10%
Why do billboards have such big pictures? Because they know larger images attract more attention.
The same concept applies to eCommerce websites, too.
For example, the marketing team at Myakka wanted to increase conversions and revenue from their product pages. So, they tested bigger product images and saw a fantastic 10% increase in sales!
By using larger product images, they were able to draw people’s attention and encourage them to take action.
If you’re looking to increase sales on your e-commerce website, try testing different image sizes to find the most effective one.
Additionally, crop and optimize your product images for faster loading times. This will help improve the user experience and make it easier for visitors to browse your products.
Learn from Conversion Rate Optimization Success Stories
The success stories above show that conversion rate optimization (CRO) can hugely impact your website.
You can increase conversions and revenue by testing different elements and tweaking them based on the results.
So, use these success stories as inspiration to start optimizing your own website. You never know what kind of results you can achieve!
Good luck and happy testing!
