Video Game Developer N3V Gains an 18% Sales Lift Through Expert Conversion Optimization

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WiderFunnel releases the case study and announces an in-depth webinar on how strategic landing page optimization was used to increase the e-commerce conversion rate by 18% for N3V Games.

Australian developer N3V Games reported today their popular video game "Trainz Railroad Simulator" had achieved a sales conversion rate increase of 18% on its landing page by running a series of experiments, analysis and online tests with WiderFunnel. This resulted in achieving a substantial 270% return on investment for the project.

As a ten-year-old game in a very competitive niche gaming market, the N3V Games management team understood the dangers of having the “Trainz” marketing plan drift into a routine effort. What was needed was an outside perspective to review the product, offer, business challenges and marketing efforts with a fresh set of eyes, from a customer’s perspective.

“We couldn’t be happier with our landing page lift rate, thanks to an improved value proposition and tested design," said Tony Hilliam, President & CEO of N3V Games. "WiderFunnel’s strategic design and copywriting expertise was evident from the get-go. We couldn't seem to find the time to get testing done with our internal team. When WiderFunnel joined us, they not only helped us kick off a strong testing plan, but also came up with ideas to test that we would never have come up with on our own."

Competition for companies such as N3V is constantly on the rise, as is the cost of driving traffic to highly competitive websites generally. To turn around this trend, N3V Games needed to get more visitors to convert into customers.

N3V Games sought out WiderFunnel, the conversion optimization agency, to plan, develop and drive their conversion optimization testing strategy. Using their unique Kaizen Method™ and LIFT™ Model, WiderFunnel performed an in-depth analysis and identified 17 conversion inhibitors on the original Trainz product landing page.

WiderFunnel used their insights to create four ‘challenger’ pages to test against the original ‘control’ page. Using this champion-challenger approach, they ran a scientifically controlled test. Visitors to the page were randomly selected to see only one of the variations, and their activity and behavior on the site was then tracked. This process ensured the best challenger page won the competition for higher conversions.

New Webinar Reveals How to Increase Sales

WiderFunnel’s N3V webinar “Learn how N3V Games increased their online sales conversion rate by 18%” will be presented March 21st, 2012 at 1:30 PM PT. N3V CEO Tony Hilliam and WiderFunnel CEO Chris Goward will take an in-depth look at developing an e-commerce testing process in a highly competitive industry. They will reveal how a successful testing strategy that can be applied to any competitive industry. To register for the free webinar, sign up at:

N3V Case Study Available Online:
WiderFunnel has published a detailed case study of the results at:

About WiderFunnel Marketing Optimization - WiderFunnel Marketing Optimization ( is a Conversion Optimization Services company that provides services required to design and execute high-impact conversion rate optimization. WiderFunnel helps both global and regional B2B and B2C clients improve their lead-generation and e-commerce conversion rates using analytics and optimization software and tools such as Google Website Optimizer for A/B/n split-testing and multivariate testing. With their expertise & insights, WiderFunnel plans, designs, codes and delivers web pages that are statistically proven to persuade a higher percentage of web visitors to become leads and customers. Major clients include: eBay; Electronic Arts; Epson; SAP; Alfresco; Outrigger Hotels; Extra Space Storage, and many others.

About N3V Games - N3V Games ( is a prominent video game development company, established in 1995. Their first major game won ‘Strategy Game of the Year’ in 1997. Currently, N3V Games is producing the 5th version of “Trainz Railroad Simulator,” which has sold more than one million units world-wide since its initial release in 2001.

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Nancy Ross

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