Quickbooks Online Edition, Intuit’s easy, fast financial management software for small businesses, wanted to convert more of their paid search leads into customers. “We are always working on ways to improve landing page conversions to benefit all direct marketing efforts,” says Bridget O’Brien, Senior Marketing Manager for QuickBooks Online Edition. “For this particular test, we wanted to test new landing page creative and hopefully increase the number of trial sign-ups without compromising subscriptions.”
Testing Approach
Instead of having visitors land on the general webpage, the Quickbooks team wanted to have a more direct path to conversion. The general page had too many exit points, no interesting visuals or hero shots, and no testimonials, leading to higher abandonment. They wanted to test two landing page designs—one that was more offer-focused and one that was more testimonial-focused.
Actions Taken
Working with Offermatica, the Quickbooks team designed two A/B/C tests for what they believed were two types of visitors. Browsers who searched on general keywords were sent to a different version of the landing page than those who searched on specific keywords (default vs. new designs).
Results
From the test, O’Brien and her team learned:
They were surprised that the same landing page design had the highest conversion rates for both types of visitors. The Quickbooks team had believed visitors who searched on Quickbooks Online Edition specific keywords were slightly more qualified and would respond differently than those who searched on general keywords.
O’Brien viewed those typing general keywords and those typing specific keywords as two different audiences. “I didn’t think that the same design would increase conversions for both types of visitors,” she says. Now they direct all search traffic, regardless of the search terms, to the winning landing page design, and subscriptions have increased even more dramatically.
“We’re delighted that we don’t have to treat the two groups differently. Now we don’t have to maintain two versions with different messaging.” O’Brien has also used the winning layout as a template for other marketing efforts.
The Quickbooks team is excited to delve deeper with follow-up tests. In their next test, they plan to make full use of Offermaticavs multivariate testing capabilities to determine which elements of the winning design are driving conversion.