How a three-word A/B test led to triple-digit conversion growth

Most individuals like to journey, however they don’t love meting out additional cash than they should for flights. Going acknowledged that saving cash on air journey shouldn’t be solely simple on the pockets, however it additionally provides vacationers extra freedom to discover wider journey potentialities. 

Once you join at Going.com, you get entry to a service that alerts you when actually nice flight offers can be found at your native airport. Whether or not you’re a solo traveler fueled by wanderlust, planning a household trip, or seeking to get essentially the most out of your retirement, Going will help you broaden your journey horizons. 

However individuals can’t reap the benefits of stellar journey offers in the event that they don’t learn about them. Forrest Schaffer, Senior Supervisor of Development, is devoted to spreading the phrase about Going. A core a part of his job is to raised perceive potential prospects: what they’re in search of, what drives them to transform, and the way Going can greatest talk advantages to them. Personalization is essential, as a result of everyone travels in another way.

Forrest Schaffer, Senior Supervisor of Development at Going

Landing pages are important to Going’s advertising technique as a result of they will take a look at other ways to package deal their companies. With Unbounce, Going can create as many variants as they need to see what’s working (or not working). “You should use a landing page to in the end win prospects over,” Forrest says.

Earlier than he partnered with Unbounce, Forrest was wrestling with two most important points: scale and measurability.

• Scale: Each time Forrest’s group needed to test an element on a landing page, they’d must create at the very least two pages per take a look at. And since they manually ran a ton of checks that required monitoring a number of URLs, this turned a recipe for chaos—it was bloated, messy, and liable to errors that would derail their efforts.
• Measurability: They wanted to trace vital metrics (like variety of signups) by means of an excellent 50/50 cut up utilizing totally different URLs, making it time consuming and tough to make sure accuracy.

What he didn’t know on the time was how simply these points might be solved with the best expertise. As Forrest’s group created a plan to maneuver ahead, additionally they looked for an answer that will work seamlessly with their present tech stack and permit them to maneuver rapidly, with out requiring quite a lot of effort and time to get every little thing working correctly.

These points had been interfering with how Forrest’s group gathered knowledge, and that knowledge was an important a part of how Going needed to personalize their strategy as they moved ahead. By gaining a deeper understanding of their viewers, Going may section potential prospects into distinct cohorts after which craft content that actually resonated with every group.

Forrest knew there needed to be a greater option to get there. And he discovered it with Unbounce.

Forrest was in search of an answer that would scale to any dimension, present stable ROI, and combine seamlessly with Going’s present instruments—and with Unbounce’s Concierge plan he received precisely that.

Concierge plans present hands-on, personalised assist that’s good for larger marketing teams and agencies. By signing up for a Concierge plan, you’ll have entry to the experience of a devoted group of CRO professionals and all of the instruments and assets you have to launch campaigns rapidly, scale with out compromise, and maximize your ROI.

Working with the Concierge group was a game-changer. It began with a kick-off assembly so the Concierge group may perceive Going’s state of affairs and wishes. Then the Concierge specialists guided Forrest’s group by means of an onboarding course of designed to offer them every little thing they wanted to stand up to hurry as rapidly as potential.

Going appreciated how the Concierge group may assist them deal with massive volumes of person signups whereas transferring quick from the beginning. “It simply made sense for us to go along with a package deal the place we may get the assistance that we have to be profitable proper out of the gate,” Forrest says. 

The Concierge group was fast to deal with any questions and helped Going form their program in a method that simply clicked. From pushing knowledge to the best channels with the right monitoring, to creating certain the many available integrations performed good with their tech setup—the Concierge group received all of it sorted out and operating easily. 

With the Concierge group by their facet, there was no must submit a ticket for software program builders to build out landing pages or create customized code. This enabled Forrest’s group to deal with the work that was immediately below their management and transfer issues alongside at their very own tempo.

Right here’s one instance of flawless execution: Through the setup part, the Going group wanted a conversion script that will guarantee all the info was being despatched to the best locations and tracked correctly. Based mostly on their previous experiences, the Going group knew that this might be very difficult and it was typically an ongoing battle to get it operating easily. However to their amazement, the script the Concierge group offered simply labored, proper off the bat—because of the group’s technical experience and the shut consideration they paid to Going’s wants.

Daniel Kim, Options Specialist at Unbounce, was a part of the Concierge group that helped Forrest’s group stand up and operating. “We actually tried our greatest to make it possible for we onboarded Stepping into a method that most accurately fits their wants and their experiences,” Daniel says. “We labored with them to place their information and our information collectively to make it possible for their advertising campaigns had been able to go and arrange for achievement.”

Daniel Kim, Options Specialist at Unbounce

After the preliminary setup Daniel handed the baton to Cecilia Drozdz, Buyer Success Supervisor at Unbounce, to handle Going’s account transferring ahead. Cecilia was accountable for serving to the Going group with coaching, implementation companies, conversion optimization assist, integrations, web page audits, offering entry to new options and instruments, and extra. 

Cecilia Drozdz, Buyer Success Supervisor at Unbounce

“My function is to assist my purchasers, firstly,” Cecilia says. “I be certain they’re taken care of so that they get every little thing they want, which may imply something from offering coaching to getting them began with an integration.”

In relation to working with Forrest, Cecilia goes on to say, “We’re serving to Going improve their touchdown pages conversions and, in the end, their advertising ROI. They’re diversifying their pages for various advert platforms, creating many several types of touchdown pages that can cater to totally different audiences. I’m serving to with all of the technique, the workflows, and the extra coaching that may come up.”

Utilizing the A/B testing tool in Unbounce’s landing page builder, Forrest ran a easy A/B take a look at that culminated in some fairly darned superb outcomes. 

One key a part of Going’s enterprise mannequin is giving potential prospects a style of what Going gives, to allow them to resolve in the event that they need to change into a member. Going offers two free methods to check out their service:

1. Join the free plan with restricted options.
2. Discover a free, two-week trial of one of many premium paid plans.

The latter possibility permits prospects to discover the entire nice worth Going gives, which in the end advantages prospects who’re craving for reasonable flights and results in extra paid signups.

Going’s commonplace strategy so far was to ask guests to join the free, restricted plan and hope they might finally go for a premium plan. Nevertheless, Forrest had an inkling that if prospects noticed the total worth of a premium plan for themselves, extra of them can be prone to pay for it.

So Forrest explored this speculation by means of an A/B test. On Going’s homepage, they tried out two totally different CTAs: “Join free” vs. “Trial free of charge”, altering solely three phrases.

Who knew altering three phrases may make such a distinction?

The end result? Effectively, you’ve already seen a preview within the header above—they noticed a huge improve within the trial begin price: 104% month-over-month. 

“This experiment, as small because it was, legitimately modified the best way that we’re capable of spend on media,” Forrest says. “Our conversion price by means of paid channels is now greater than natural for the primary time ever, so this was a large win for our firm.”

Forrest can be very pleased with how simple it was to attain these superb outcomes. “Unbounce did an unimaginable job at guaranteeing the site visitors was cut up 50/50, and my favourite half was that we solely had to make use of one URL. It relieved quite a lot of stress and diminished prices—so it’s the go-to answer, for my part.”