The May issue of Wired magazine has a great article on the power of A/B testing. In the print version of the article there is a fascinating case study on the Clinton Bush Haiti Fund website. It details how simple changes discovered through A/B user testing resulted in an extra $1 million collected in a single month.
As you examine the changes made, you realize how easy they would be to miss without the benefit of accurate feedback. Does the decision to have Title and Phone fields on a form seem like an important one? Removing both from the Haiti donation form resulted in an 11% increase in money collected per page view. Here’s some other interesting results…
The original page design placed an image above the donation form. Creating a two column layout (seen below) moved the form to the top of the page and resulted in an 8% increase in money collected per page view.
Increasing the font size on the form (shown below) resulted in 2% more money collected. The single biggest impact was a simple change of the button language. Changing it from “Submit” to “Support Haiti” increased the money donated per page view by 16%!
One of the most surprising findings was that removing the Security icon resulted in a 5% drop in money collected per page view. That’s a huge impact when we’re talking in the millions.
The problem for so long was that businesses had no cost effective way to test their applications before building them. You can’t get accurate feedback on an unreadable requirements document. Users need to experience an application before they can give the type of meaningful feedback seen in Haiti case study. This is where the speed at which iRise allows you create ultra-realistic simulations, test and collect in-line user feedback, and iterate until you get it right is so valuable.
Makes you wonder what revenue you’re missing out on?
You can read the full article here.