Osteomedika is an SME in Lithuania, providing kinesiotherapy services. We decided to A/B test the header design and compare it to the heatmap and area of interest results generated by the Attention Insight system.
Osteomedika is an SME in Lithuania, providing kinesiotherapy services. We decided to A/B test the header design and compare it to the heatmap and area of interest results generated by the Attention Insight system.
HYPOTHESIS: the design with the most visible call to action (CTA) button would perform the best in the Google Optimize A/B test.
METHADOLOGY:
1. Create multiple designs with where only three parts of the design change - the colour of the CTA (blue and black), the background image (2 images) and the opacity of the colour overlay (0, 20 and 70%).
2. Run the designs through the Attention Insight platform. Pick the best performing designs (based on the CTA area of interest).
3. Run the designs as an Google Optimize A/B experiment.
4. Compare actual experiment results to Attention Insight predictions. Draw conclusions.
Image 1: CTA 5%;
AOI sum for headlines/CTA 20%;
overall for area 73%
Image 2: CTA 6%;
AOI sum for headlines/CTA 20%;
overall for area 68%
Image 1: CTA 4%;
AOI sum for headlines/CTA 24%;
overall for area 76%
GOOGLE OPTIMIZE A/B TEST RESULTS: although not conclusive, probability to be best was the highest for image 3 (85%), marked with the green border.
RECOMMENDATION: when testing and choosing designs, do not rely only on the perceived visibility of the call to action, but the overall composition - a sparkling CTA with no clearly defined message (via titles or images) will lead to lesser results.
