Conversion Optimization - A True Story

I like to think of EyeView as a private conversion laboratory. Come visit us in the renovated dungeons under EyeView Towers and see the hordes of conversion science geeks in their white coats scurrying about. Once we have persuaded people to let us experiment with video on their website, we tinker and we tweak until we deliver the results we promise – optimized conversion.

Our latest customer (or victim) was eToro. Forex is a notoriously difficult sell to new users as it often seems forbiddingly complex. eToro has revolutionized the world of forex by developing a platform that relies on user-friendly graphics to deliver complicated data in easy-to-understand formats.

Given the complexity of the subject matter, it’s not surprising that eToro turned to video as a great tool for getting across a lot of information. In addition to a really cool video, we were able to provide a measurable impact on their business.

Below you can see two screen shots. The page on the left represents eToro’s landing page as it was. The page on the right represents the same URL with the video embedded.

We set up the test as follows. For all new visitors to the site, 50 per cent would be the control group receiving the old page with the existing banner while the other 50 per cent would get the page with the video. We even took it one stage further and made the video play automatically for first time visitors in the “page with video” test group.

Click on the image below to follow the link to eToro's site and see which group you are assigned to. Let us know in the comments.

   

The results were nothing short of spectacular. Comparing like with like, we saw that the page with the video playing automatically generate 33 per cent more conversions than the existing page. For a company like eToro where each converted user has a defined lifetime value this meant a significant upturn in revenue for that landing page.

eToro are delighted with the conversion increase their video has brought and I made sure that the boys back at EyeView’s lab were allowed an extra 30 minutes of daylight as a reward for their efforts.