Case Study: Homepage Optimization That Increased Conversions By 10%

Homepage is THE most important page of your website. The first impression that it gives to the visitors decides the path they follow on your website and how they act. One thing is for sure, there is never a “perfect” homepage. You need to reassess and reinvent every few months to ensure that your homepage reflects the needs of your visitors. At Nabler, we get a chance to work with many global brands and we regularly conduct tests as to what works better. In this post, we will be discussing a homepage design that we optimized.

The old homepage design:

Analytical insights gathered after studying visitor data (partial list) and the changes made:

• Analysis showed that only 2% conversions out of total were from services listed under “Industries” section. So in new design “industries” was removed.
• Internal search analysis showed that visitors were searching for sub-services under wrong main service section. To resolve this problem, banner was introduced with sub-services dropdowns. Internal search was introduced in new design so that visitors can easily find services.
• Analysis proved that 90% of visitors visited “About us” page in their path to form submission. In new design “About us” link was highlighted in the top body of the homepage.
• Analysis proved that 60% of visitors visited “Customer Testimonials” page in their path to form submission. In the new design “customer testimonials” link was highlighted in the body of site.

Following the suggestions, the homepage design was changed and the following design was created:

Results:
• Overall conversions increased by 10%
• Bounce rate reduced by 15%
• Homepage engagement rate showed improvement