Results: Which landing page format won in December, but lost in January?

Longer landing page copy

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Shorter landing page copy

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Which landing page format won in December, but lost in January?

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Difference Between Versions:

Version A – Landing page for a magazine subscription, with longer copy
Version B – Similar landing page, but with shorter copy


Key Performance Indicator (KPI): 

Add to cart conversions


Test Goal:

Assess if seasonality affected the effectiveness of a landing page for a magazine gift subscription

 

Traffic Source:

Visitors from Manchester United Football Club's website

 

Audience: 

Visitors coming from the Manchester United website

 

Organization: 

Haymarket Publishing - privately owned online and print media company

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Test Run By

House of Kaizen

Test Run For

Haymarket Publishing

Test Run On

Visual Website Optimizer (VWO)

WINNING VERSION

B

Poll Results - The Best Guesses:

Which landing page format won in December, but lost in January?

  • Version A
  • Version B
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Interestingly, the shorter landing page copy won in December, but lost in January.

Read on to learn more about the effect of seasonality in testing. . .


Test Details & Background:

Haymarket Publishing UK is a privately-owned media company, with dozens of print and online publications, across a variety of industry verticals.

Working with the digital optimization agency, House of Kaizen, the team wanted to determine if the effectiveness of a landing page offer was affected by the time of year.

The landing page was crafted for a magazine subscription to Inside United, the official magazine of the Manchester United football team.

The value proposition within the landing page was tailored to resonate with Manchester United sports fans.

As the team observed browsing behavior, they suspected a different audience was landing on the page before Christmas – shopping for holidays gifts others. But, after Christmas, visitors were likely looking to purchase the subscription for themselves.


 

Poll Results - The Best Guesses:

Which landing page format won in December, but lost in January?

  • Version A
  • Version B
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COMMENTS: Tell Us Your Thoughts.

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Owen Jones
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I guessed correctly Deborah. Only by applying my own panic-like buying patterns when buying gifts and comparing it to a more relaxed, voucher-laden January Owen.

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