Should you go with or without images to increase brochure downloads?

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Can You Guess Which Test Won?

With or without the brochure images?

With brochure images

kaplan-version_a-with_images

Without brochure images

kaplan-version_b_without_images

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Difference Between Versions:

Version A – Brochure download page with images
Version B – Similar page but without images

Key Performance Indicator (KPI):

Brochure downloads

Test Goal:

Increase brochure downloads

Traffic Source:

All traffic from Thailand and Spain

Audience:

Prospective students interested in English course brochures

Organization:

Kaplan: test prep and educational services training

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