A Fortune 100 client asked Eyetools to test and optimize a key product template within their website’s main sales-generation funnel, with the goal of increasing sales. Overall, the website looked nice visually—it had been designed by a top-tier agency—and the client had already performed Multivariate Testing (MVT), but they were disappointed with the results produced by the MVT test and felt that opportunities were being missed to increase conversions and sales. The client wanted to make improvements to the website, but was strongly risk adverse—any changes made to the site had to be tested to ensure that conversions and sales would not go down once the changes were pushed live into market.

During initial testing, Eyetools identified the underlying problems on the page, identifying the primary, secondary, and tertiary problems (which were not what the client expected them to be). Based upon the data and Eyetools’ experience, it became clear that, in addition to design problems, the copy also was failing in certain key areas, but above and beyond that, there was a messaging problem: visitor’s concerns were not being addressed, leaving them unlikely to buy, necessitating not only a revision of the existing copy, but the addition of new content as well.

Because the goal was to try to double conversions, the modifications Eyetools suggested were tested, identifying new areas for improvement. Testing, modifying, then testing again seems simple in concept, but the impact it has on the redesign process is significant. News ideas can be rapidly tested and improved, or discarded, and each step of the creative redesign process is driven by data as well as experience, instead of just “intuition.” Through multiple rounds of testing and optimization, Eyetools proved to the client, at each step of the way, that the improvements made beat the control.

When the new design with new copy was deployed live to the client’s website, A/B-testing click metrics proved that it increased conversions more than double the control, and had increased sales 2.5 times greater than those produced by all of the other optimization methods they had applied in the past.

Eyetools was pleased that we hit our goal—doubling conversions for the website—even after taking into account the fact that the initial website was already effective, visually appealing, and thought by many to be an example of a good implementation. Using our repeatable process, we at Eyetools believe that we don’t just take a “bad” website and make it “good;” instead, we can take a good website and make it even better, directly impacting the bottom line for our clients.