CRO Case Studies: 7 Success Stories to Help Your Strategy in 2024

increase website conversion ratesMarketing can be tricky to the outside eye: your website might be bringing in a lot of traffic, social media profiles are getting a lot follows, and your email campaigns are opened by most of your subscribers, but you still aren’t seeing the progress you hoped for.

While some may not understand what is wrong with these seemingly successful campaigns, there is one thing missing: conversions.

Now that you’ve done all of the work to get people to your website, it is important to make sure that their consumer journey doesn’t just end there.

Whether your goal is to have customers make a purchase, fill out a form, or schedule some sort of chat, leads and conversions are the final step of the process that gets you one step closer to meeting your financial projections.

In this post, we explore the details of many different conversion rate optimization projects that can help give you the push you need to start your own project on design for conversion.

Venture Harbour Increased Conversions with Multistep Forms

Over a five-year timespan, Venture Harbour increased their conversions by 743% on their inquiry forms. They accomplished this impressive achievement by turning a traditional form for a calculator into a multi-step form.

The idea stemmed from another company that couldn’t reduce the number of fields to what they wanted it to be, but they didn’t want to compromise by having less information.

Therefore, they tried a multi-step format, which takes users through a journey of questions, rather than prompting them for the information all at once. These multis-step forms proved to be a huge success for Venture Harbour, and they continue using CRO tests to continuously refine their designs.

DashThis Turned Free Trial Users into Paying Customers

DashThis was on a mission to convert the free trial users to paid users on their platform. After troubleshooting, they found that most of the people who signed up for the free trial were encountering problems that prevented them from using the tool to its fullest capacity. Specifically, the first two steps of the process, adding an integration and data source, were way more difficult to complete than the others.

These minor design issues led to a change in the layout, like adding bolder buttons and simplifying the layout. They also did little things to make the setup process easier, like adding tutorial guides to guide users in the process of setup.

Within 10 months of the improvement, 50% more free trial users were paying for the software and customer satisfaction was up 140%.

TYKMA Electrox Improved their Monthly Leads with Web Redesign

One of our favorite ways to improve leads is to take on a much-needed site redesign. In the case of TYKMA Electrox, we wanted to make the design clean and simple so that it would match the company branding while making room for the important elements to pop. It is important to have strong calls to action on key pages and make them stand out with bold coloring. For example, we put the telephone number in a box at the top right of the website and included any buttons in the same color.

On product pages, we organized information into a tab format to keep the most important cop above the scroll, allowing visitors to find the information that they were looking for. And when we compared the data, we noticed the monthly leads improved by 314%.

Valco Adjusted the Design of Key Pages on their Website

Valco Valley Tool & Die was looking to increase its conversion rate, and the Sixth City Marketing Team was able to analyze the current situation to develop a good solution. We modified the existing site design and pushed a greater “call to action” to contact them for their services.

To further reinforce the company’s branding and capabilities, we supplemented key pages with photos and videos. These two initiatives had a big impact on the site. After the changes were made, the site had a 4.6% conversion rate, and it was at 1.54% just one year before.

comScore Used Logos and Customer Testimonials to Increase Lead Generation

Once upon a time, comScore suspected that they would boost their conversions if they placed a greater emphasis on social proof on their homepage. To see if this was effective, they used a three-way multivariate to test pitch different customer testimonial designs and locations. There were three models used:

  • Version 1 had the customer’s logo at the top with a vertically aligned testimonial below and product descriptions next to it.
  • Version 2 featured product descriptions on top, a horizontal testimonial below, and left out the logo of the customer writing the testimonial.
  • Version 3 brought back the customer logo and featured product descriptions and the testimonial aligned horizontally.

Version 1 had the greatest success rate of conversions, with a 69% increase. The other two versions still saw success, as Version 3 saw a 30.5% increase in conversions and Version 2 saw an increase of 14.8%.

AliveCor Increased Revenue Using A/B Testing

AliveCor used A/B testing on their CTA copy and design to increase their add-to-cart rate, revenue, conversion rate, and engagement. In this test, AliveCor’s main goal was to increase their conversions by improving their product presentation on the website, along with the content. By using A/B testing to do this, their revenue increased 27.39%, and we all know that revenue is worth celebrating.

Humana Increased CTA Clicks by Improving their Hero Section Design

This case study featuring Humana is a great example of how the design of your hero image and its CTA are more important than you think. Humana’s control design featured too much copy, a weak call-to-action, and wording that didn’t present very clearly. These fixes were made in their first A/B test, which resulted in a 433% increase in CTA clicks. In the name of constant improvement, more variations were developed. One major change on the next one includes adding more white space to appeal to the eye. Another was making the CTA more clear and concise.

The CTA variations continued to be tested, and the clicks were up by another 192% at the end of their second A/B test. This is a reminder that when A/B testing, one test is never enough.

Read More Studies That Can Shape Your Strategy

We have a library of marketing statistics that can help provide you the data you need to transform your strategy in 2024. Here are a few we think you may enjoy if you liked this blog post:

Julia Grosel

About the Author

Julia Grosel

Julia Grosel is an SEO analyst at Sixth City Marketing. Her role focuses on optimizing digital content for clients in dentistry and higher education.

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