Hyundai Increases Leads by 62% with Landing Page Testing

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Fortune 500 company, Hyundai, proves effectiveness of “landing page testing” for improving conversion rate and sales

The optimized landing page with 62% more leads

If it worked for Hyundai, it can work for you too!

The Korean car maker, Hyundai, recently tested different versions of its landing pages on live site traffic to eventually increase online leads for test drive by 62%. Different versions of landing pages were developed which had different car images, car description and test-drive request buttons. This testing was done using Visual Website Optimizer, a solution used by many Fortune 500 companies for increasing their online sales and conversion rate.

Hyundai Netherland’s website gets majority of its traffic from paid advertisements, search engines and partners. A lot of visitors leave the website without requesting for a test drive and/or downloading brochures. To fix this problem and to make a business case comprehensive landing page testing, Hyundai hired a Dutch online marketing firm, Traffic4U, to increase test-drive leads generated on its Netherlands website.

The agency analyzed Hyundai’s landing pages and chose Visual Website Optimizer to create and test variations of it. The variations created differed from original landing page in few key aspects: a) larger and more appealing car image; b) better description of car; c) button with a call to action for requesting test drive and/or downloading a brochure.

A total of 8 different versions of landing page were created using “drag-and-drop” website editor of Visual Website Optimizer. After inserting a small code snippet in the website, a “split test” on live traffic was started whereby one of the 8 different versions was shown the visitors who arrived on that landing page. After running this test for two weeks, it was found out that one of the 8 versions increased requests for test-drive by 62%. It is interesting to note that after the split test is stopped, the winning version of landing page is implemented permanently; the increase in conversion rate for the new landing page will bring numerous additional leads for Hyundai in months to come.

This successful result was made possible because the agency chosen (Traffic4U) and solution chosen (Visual Website Optimizer) specialized in increasing sales and conversions. Paras Chopra, product manager for Visual Website optimizer commented on the test saying “This case study is an excellent example of how a large company works with a specialized conversion rate optimization agency like Traffic4U to use split testing for increasing business metrics such as test drive requests and brochure requests. If it worked for Hyundai, it can work for you too!”

Janco Klijnstra, Product manager (Conversion Rate Optimization) from Traffic4U, commented on the importance of choosing the right split testing software: “Visual Website Optimizer was very valuable it made it possible for us as an agency to build our own variations, test on a group of pages and measures different goals at once. Also the Analytics plug-in was very helpful in the analysis for segmentation purposes.”

Further details about the case study (including different versions of landing page) can be had from Visual Website Optimizer website

For more split testing examples, please check out free library of Visual Website Optimizer’s 20+ case studies.

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Paras Chopra
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