Does tailoring content to a local audience impact conversions?

Can You Guess Which Test Won?

Does tailoring content to a local audience impact conversions?

Without tailored content

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With tailored content

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Difference Between Versions:

Version A – Standard product page explaining software subscription benefits; directly translated from English to Japanese
Version B –Same page, but copy was adapted to appeal to the local Japanese market; cartoon-style graphics were added

Key Performance Indicator (KPI):

Clickthrough rate (CTR), Average Order Value (AOV), Revenue Per Visitor (RPV), Sales

Test Goal:

Determine if adding tailored content increased conversions

Traffic Source:

Search, organic, and affiliate traffic; comprised primarily of desktop visitors from Japan purchasing Autodesk products, from the Autodesk Japan website