When your digital media business depends largely on page views, anything you can do to increase those views also increases the chance of long-term success. For Car & Driver, one set of pages in particular drives a significant amount of revenue. That is their vehicle research section.
It was true in 2008, when they ran this a/b test, and it’s still true today. In fact, the discoveries from the a/b test here have been carried over through the years into today’s designs.
Here’s some background:
The control widget was a simple block of creative on their homepage that linked to the various pages within the vehicle research section.
The treatment widget took a different approach. In order to increase engagement with the widget, and eventually page views to the section, the treatment added an element of interactivity via a simple drop-down functionality. In short, they made the content useful to the customer.
The result was a 74% increase in page views in the vehicle research section of the site.
But what is truly interesting about this test, and illustrates the true value of testing, was that Car & Driver learned something important about their customer. Something so important, in fact, that today, 8 years later, they have used this approach to create an even more effective page design.
By simply making a set of links, more useful to the customer, Car & Driver was able to not only increase engagement for their vehicle research section, but they learned something to give themselves a long-term edge.
Below is the full, downloadable slide presentation for this test.
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