Snagit homepage A/B testing
Prioritizing an informative user experience especially when users take a wrong turn
The Goal
Increase Snagit business and personal license purchases from the Snagit home page.
Hypothesis
If we remove the social proof logos and move the value proposition higher, then conversions will increase because users will immediately focus on the specific utility rather than generic industry endorsements.
Results
Initially, the results were exciting, with a large lift (+65%) in business licenses sold. This aligned with the hypothesis that as a top market contender, business customers expect other top brands to use our product so adding the social proof wasn't adding to our credibility.
To ensure these results were valid, we decided to continue running this test to see if the results stayed the same or changed. In the end, there was not enough of a lift to indicate that removing social proof would increase conversion rates. In fact, this test reduced trials of Snagit with significance, but we were unable to reach significance elsewhere.
Key takeaway
This experience reinforced the importance of A/B testing to learn how users respond. It also showed how increasing testing time can reveal more accurate results.