Home / E-Marketing News / Make Your Content Useful: How a simple UI change created 74% more page views

Make Your Content Useful: How a simple UI change created 74% more page views

When your digital media business depends largely on page views, anything you can do to increase those views also increases the chance of long-term success. For Car & Driver, one set of pages in particular drives a significant amount of revenue – the vehicle research section.

It was true in 2008, when they ran this A/B test, and it’s still true today. In fact, the discoveries from the A/B test here have been carried over through the years into today’s designs.

Here’s some background:

Car & Driver Test Background

The control widget was a simple block of creative on the homepage that linked to the various pages within the vehicle research section.

Car & Driver Test Control

The treatment widget took a different approach. In order to increase engagement with the widget, and eventually page views to the section, the treatment added an element of interactivity via a simple drop-down functionality. In short, they made the content useful to the customer.

Car & Driver Experiment Treatment

The result was a 74% increase in page views in the vehicle research section of the site.

Car & Driver Experiment Results

But what is truly interesting about this test, and illustrates the true value of testing, was that Car & Driver learned something important about their customer. Something so important, in fact, that today, eight years later, this approach is used to create an even more effective page design.

Car & Driver Current Page Design

By simply making a set of links, more useful to the customer, Car & Driver was able to not only increase engagement for the vehicle research section, but they learned a system to give themselves a long-term edge.

Below is the full, downloadable slide presentation for this test.

You might also like:

Millennials something Snapchat something something

5 Call-to-action examples that increased conversion rate (just by being helpful)

Call-to-Action Button Copy: How to reduce clickthrough rate by 26%

Build a Better Home Page Strategy: How multiple objectives on a homepage increased clickthrough to a single page by 52%

Click Here For Original Source Of The Article

Ads by WOW Trk
"Do, or do not. There is no 'try'."
~ Master Yoda

About Henry Lake

Over 21 years of Internet Marketing experience with focus on list building. Enjoy sharing ideas with other marketers.

Check Also

7 Totally Legitimate Ways to Make Passive Income from Your Blog

You’re skeptical. You hear about bloggers who make money while they sleep — bloggers who take epic vacations or spend all their time with their families, and at the end of each month, they still have money coming in. It sounds too good to be true. Especially when you’re slaving away every day and can(...)

%d bloggers like this: