curiositystream - 3q digitalcase study: curiositystream - landing page optimization 2 client...
TRANSCRIPT
By David Rodnitzky, CEO
CuriosityStream
-Landing Page
Optimization
2Case Study: CuriosityStream - Landing Page Optimization
Client CuriosityStream, the world’s first streaming video on-demand service
for premium educational, factual content.
Challenge CuriosityStream launched in early 2015. Shortly after launch, we
teamed up with Optimizely to re-design the homepage to lead more
users to initiate the sign-up process.
3 Case Study: CuriosityStream - Landing Page Optimization
Original Landing Page
OUR RECOMMENDATIONS
We proposed two revisions that focused on: simplifying the page;
emphasizing the conversion goal of sign-ups; highlighting the topics
available in CuriosityStream’s programming.
4 Case Study: CuriosityStream - Landing Page Optimization
New Designs
VARIATION 1
In the first revision, we updated the background image, copy, and
page layout; we also included a bronze belt graphic describing some
subscription benefits.
5 Case Study: CuriosityStream - Landing Page Optimization
VARIATION 2
In the second revision, we updated the background image, copy, and
page layout but left out the bronze belt included in the first variation.
6Case Study: CuriosityStream - Landing Page Optimization
ResultsWe ran the new variations for two weeks, testing each element in the
Optimizely tool. We found:
• Variation 1 was the clear winner, with a 9% conversion rate (31% improvement over the control)
• Variation 2 also outperformed the control by registering an 8% conversion rate (16% improvement)
Since the data from the first two weeks was statistically significant,
we used Optimizely to immediately roll all traffic to the first variation,
which will serve as the control for the next landing-page test.
Conversion rates jumped by 37% week over week, solidifying our
theory that design simplification and a heightened emphasis on the
desired action would lead to increased conversions.
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