WorkZone is a software company based in the United States that offers robust project management solutions and documentation collaboration tools to businesses of all sizes. WorkZone’s level of operations necessitates that it always be on its A-game in order to drive as many conversions as possible.
In order to establish a positive brand reputation, the company placed a customer review section (as part of a social proof marketing strategy) next to the demo request form on the lead generation page. WorkZone soon realized that the customer testimonial logos were overshadowing the form, distracting visitors from completing it. They decided to change the color of the customer testimonial logos to black and white to see if this would increase the number of demo requests.
Here’s how the variation looked before:
Here’s how it looked after the changes were applied:
WorkZone discovered that the variation outperformed the control after running the test for about 22 days. It predicted a 34% increase in form submissions and was statistically significant at 99%.
Conclusion
With a 34% increase in form submissions and a statistical significance of 99%, the variation outperformed the control. Unsurprisingly, Steven chose to make the change to the WorkZone website.
It’s fascinating to try to figure out what changed buyers behavior. The key, in our opinion, is to understand behavioral nuances and ensure that the website accurately reflects them. For example, it is well known that the use of social proof is extremely effective. However, not everyone understands how to apply the concept effectively in accordance with web design principles.
Here’s why the variation outperformed the control:
- The colored logos were taking over the form. The demo request page is mostly white space with subdued background colors. Eye-tracking studies have shown that pictures capture people’s attention right away. In terms of visual hierarchy, the colors of the logos contrasted with the rest of the page. The colored logos stood out as a result, but they overshadowed the form, which was the website element WorkZone wanted visitors to focus on. WorkZone ensured that by using black-and-white customer logos, they did not subvert the web form- the page’s hero- while serving to trigger recognition and provide credibility for the tool/service.
- The colorful logos appeared to be clickable entities. VWO’s click map and heatmap reports clearly showed that there was mouse movement and clicks on the testimonial bar. This reinforced the notion that colorful logos diverted visitors’ attention. Besides, this design flouted the rule of one page, one purpose.