A/B Testing Insights: The Power of Navigation on Campaign Pages
As a professional immersed in A/B testing and CRO optimization, I've come across some fascinating insights from user behavior that are worth sharing.
When crafting campaign landing pages for products, services, games, or physical items, the focus is typically on the brand, the product, and the core objective of the page—driving conversions. We usually aim to avoid distractions, ensuring the user stays on the single campaign page, absorbing all the trust factors, user testimonials, and enticing offers to purchase.
However, in a recent experiment, we discovered a surprising trend. Utilizing heatmap tools, we observed that users frequently clicked on the logo on our paid campaign pages. This behavior led us to conduct an A/B test, adding a link to the logo that directed users to our main website or a related business page, of course opening a new tab.
Key Insight
In today's environment, users crave more than just product information—they seek to understand the brand and the company's core values. They want to ensure they can trust the product, and providing additional navigation options to explore the brand further enhances this trust.
By allowing users to navigate through the logo link, we gave them the freedom to learn more about our company without feeling trapped on a single page. This small change resulted in a significant boost in user confidence and engagement.
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📈 Results
Out of 1,000+ users, over 100+ clicked on the logo, navigating to a new page. This not only kept them within our ecosystem but also reinforced their trust in our brand, increasing the likelihood of conversion. Also increased with Page Time and Overall Engagement and major drops in bounce rate.
Takeaway
While this strategy may not be universally applicable, it's worth testing in your campaigns. Set up user flow tracking in Google Analytics and leverage heatmap tools to understand your users better. You might find that providing a path to explore your brand can lead to higher conversion rates.
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