How Math Worksheet Land increased sales conversion of annual memberships by 53% in a single experiment

How optimizing the user search experience on the Home Page and page design will impact the engagement and sales conversion of membership plan on the website?

Micro Conversion Increase CTR of the Home Page to the Sign Up. Increase engagement of the search bar on the Home Page page

Macro Conversion Increase sales conversion of annual membership plan

Reviewing 6 months of historical data, we identified users that are using the search bar are 4X more likely to convert than users who don’t use the search function on the website.

If more people use the search bar function then membership plan sales conversion would increase.

Google Analytics, Google Optimize

A/B Test

3

53% Improvement in transactions conversion rates for the variant homepage over the original design

Search usage increased by 77% on the variant over the original

Users of search converted at rates 177% higher on the variant compared to the original

Non-search users converted 38% higher on the variant than original

More users were reaching the payment page: payment page visit conversion rates increased by 17% on the variant compared to the original

ConversionAdvocates

Math Worksheet Land’s audience of elementary school teachers is not very tech-savvy. From previous experiments, we knew that if the website design was too modern or salesy, they would be turned off and bounce.

Instead, users tended to connect better with a very basic and Web 1.0 style of website design, which is an insight we confirmed in a previous experiment with the company.

In light of these constraints, we were able to use our propriety IIEA framework to uncover opportunities for increasing conversions of this very unique demographic of user.

Something that became apparent very quickly was that Math Worksheet Land customers were unique. They did not navigate or behave like typical users. Because of this, we had to overlay the quantitative insights gathered from our analysis with data from other experiments to draw more accurate insights.

Insight #1 | Reviewing the client’s data, we found that only 2.2% of visitors were using the search feature. There was no search bar on the home page, only a link to a search page via the website’s navigation bar.

Insight #2 | Despite this low usage, users of search had been over 4x more likely to convert, with conversion rates 458% higher than non-search users.

Based on the findings, we formulated our primary and secondary hypothesis for the experiment.

If more people are using the search bar function then membership plan sales conversion would increase.

If we can improve the presentation of MWSL’s value proposition while maintaining the original simplicity of the brand and design then users will be more likely to engage with the website and it’s content, resulting in higher conversions.

For this experiment, we created 2 variations in an attempt to improve engagement, session time, and the number of users who visit the Sign Up page. Variation 1 isolated for 1 of the 2 hypotheses so we could clearly identify which combination impacted user behaviour and sales conversion of membership plan.

Highlights of Variation 1 include:

• Implementing the search bar directly in the navigation bar, at the top right of the page

The highlights of Variation 2 include:

• Implementing the search bar directly in the navigation bar, at the top right of the page
• A light redesign of page links and content sections
• A redesigning the header and middle Call-to-action banner

After running the experiment for 23 days, our hypothesis was proven TRUE with a 98% confidence level that experiment results will continue.

Variant 2 finished as the overall leader, with a sales conversion of membership plan improvement of 52.62% over the original design.

Variant 2’s addition of the search bar on the home page led to an increase in the percentage of visitors using search, finishing with 77% more sessions that used search than the original.

The home page’s redesign not only improved conversion rates for search users, but non-search users as well.  The experiment finished with conversion rate improvements of 38% for non-search users and 177% for search users.

Variant 2 led to an 8% increase in rates of sign-up page visits; more users were reaching the sign-up page on Variant 2 than on the original version.

Variant 2 also led to a 17% increase in payment page visits over the original.  One explanation could be that when more users are using search and finding exactly what they are looking for (largest selection of math homework on the internet), they are then more likely to complete the conversion funnel to get their product.