In the digital marketing world, we often hear of drastic overhauls – revamping websites, restructuring campaigns, rebranding content, and more. It’s easy to be drawn to the allure of large-scale sweeping changes, believing they’re the secret to dramatic results.
Big change = big result, right? Well, no, not necessarily.
What if I told you that minor adjustments could have just as much effect on your conversion and in a fraction of the time? Consider the timeless tale of David and Goliath – could the secret to effective conversion rates lie in the underestimated power of smaller, strategic changes?
The story of David and Goliath
The story of David and Goliath is a timeless tale of underestimation. Armed with only a slingshot, the young shepherd David takes down the giant warrior Goliath. It’s a story that emphasises the strength of strategy, skill, and daring over sheer size. And in our world of conversion rate optimisation, often it can be the ‘Davids’ – minute adjustments to websites – that deliver the best results.
So, should you go nuclear?
How does a David-sized change make such a difference on the digital marketing battlefield? Well, let me tell you about a recent project I worked on:
Recently, a client approached us seeking to improve the click-through rate on a CTA button crucial to the business’ revenue. Believing in the strength of Goliath, they were prepared for a massive website design overhaul to achieve the conversion rate they were seeking – they wanted the nuclear option from us.
Much to their surprise, we proposed a different hero for their story. We wanted to try a David first – AB testing their CTA button copy before we went and blew everything up – a simple A/B test that we could execute at a mere fraction of the anticipated cost and time.
Our objective was to align more closely with user intent via carefully crafted copy. Using a rapid competitor analysis, a concise one-question survey, and drawing from our repository of similar case studies, we fashioned ten unique variations of the button text. The remaining aspects of the client’s website remained unaltered, with only the text on the button varying across iterations.
No, you should not go nuclear
So what were the results of our David-style test? Truly extraordinary. We saw a considerable spread in conversion rates across all pages in the test environment. Some variants experienced over a 20% lift in conversion rate on specific pages, while others dropped by up to 10% – all from changing a few words! It was remarkable how our David, a tiny change to button copy, could cause such a seismic shift.
Our projections estimated the client would earn an extra $3,000,000 YoY revenue if they implemented the winning copy variation. Talk about making the stakeholders happy and a major win for Davids! You can imagine our client’s testimonial once we delivered this news after only a week of testing.
So you’re telling me size DOESN’T matter?
Why does Yoghurt Digital value Davids in a world obsessed with Goliaths? Minor changes are swift and precise, easy to implement, and cost-effective. And as our test demonstrated, even the smallest of changes can have a significant impact on business objectives, i.e. your website may be better than you think!
Compared to the Goliath task of a complete website redesign, the Davids in our world can achieve the desired impact more efficiently. After all, why deploy a Goliath when a well-aimed David can hit the mark?
The lesson extends beyond this particular experiment. If a slight change in button copy can achieve such results, imagine what a series of strategic and surgically precise Davids could accomplish. Plus, the low-impact nature of these tests means that getting stakeholders on board is much easier when discussing a single change, as opposed to 20!
This narrative underlines the value of ongoing research, comprehension of user intent, and the necessity of iterative testing and refinement in your approach. Far from being daunting, A/B testing is an approachable solution for conversion rate optimisation. At Yoghurt Digital, we recognise the inherent superiority of constant, minor and incremental website adjustments over the burdensome and foundationless changes propelled by multiple hypotheses.
Embrace your inner Davids
Never underestimate the power tiny changes (Davids) can make to your marketing strategy. Backed by an understanding of user intent, these seemingly insignificant Davids are often mightier than any Goliath. Regular testing and refining are the secret weapons that arm your Davids. It’s not always the size of the change that counts but the skill and strategy behind it. So, next time you’re faced with the Goliath of a significant overhaul, remember: your David might be hiding in the smallest details.
Goliath-sized results from David-sized strategies.
For over a decade, Yoghurt Digital has yielded Goliath-sized results from David-sized strategies. While size may not matter for AB testing impact – experience and strategic expertise certainly does.
If you’re on the hunt for that pivotal spark to invigorate your website conversion, contact us today. We’ll connect you with our elite team of conversion rate experts dedicated to implementing meticulously researched and laser-focused A/B testing strategies. Expect targeted, incremental, and compelling results where it truly matters.