Art of Living $41,167 in Additional Monthly Revenue from 4 Straight A/B Test Wins
CRO Case Study
SEO A/B Testing Website Design Copywriting Social Media Design Email Marketing
The Challenge
Art of Living hired us for a multi-year retainer to lead integrated marketing strategy & creative direction including: website redesign, A/B testing, landing page design & copy, email strategy and content, event marketing automation, SEO strategy, blogger training and more.
What We Did
Website Redesign & Conversion Copywriting
Led website redesign including managing teams for design, UX, copywriting, development, QA, and SEO including redesign of custom registration system.
A/B Testing
Generated 53% increase in sales from landing page of primary workshop, after A/B testing copywriting and design.
Landing Page Design & Copywriting
Wrote, designed and developed a half-dozen themed landing pages for Google ad campaigns.
Email Strategy & Copywriting
Designed emails for holiday promos and new product announcements.
Event Marketing Automation
Created consistently-profitable marketing funnel using Facebook Ads and automated emails, text messages and phone calls for in-person introductory events & courses. Increased attendance and ROI with custom remarketing to people who signed up and didn’t attend.
Facebook & Google Ad Copy & Strategy
Wrote ad copy for dozens of Google and Facebook ads. Launched various ad campaigns for national and local special events, and helped with strategy for Google Ads grant.
Social Media Marketing
Created accounts and all content for national Twitter and Instagram pages. Setup “cascading” auto-shared content from National Facebook to dozens of chapters using Facebook Locations.
Staff & Volunteer Training
After launching a new blog, we designed a system for engaging volunteer and paid bloggers, editors, designers and keyword-researchers for SEO.
Website Redesign & Conversion Copywriting that Doubled Emailed Signups
The Art of Living website was a beast - over 2,000 pages, selling over 30 workshops, described hundreds of events, service projects, and hundreds more articles.
It was many years old, had been written by their team in India and was overwhelming with far too many options and no clear user path. Advanced users could find what they needed, but it was functioning as more of a brochure website rather than a lead and sales tool.
The Art of Living USA wanted to shift the website to guide new visitors to their primary entry points of their free introductory events and core workshop, The Happiness Program.
We rewrote the whole website with emotional copy, benefit-oriented headlines, and stronger calls to action.
WEBSITE REDESIGN RESULTS:
Our UX improvements and emphasis on lead capture brought an additional 600+ email signups per month (a 113% increase). Other Art of Living countries tried modifying the template and were unable to increase their leads. After this, they turned our USA website into their new Global template for over 100 country websites.
After
Before
A/B Testing & Conversion Rate Optimization that Increased Revenue $41,167+/mo
Despite having over 1,000,000 monthly visitors, changes to their website had previously been made on gut feeling. They also weren’t properly tracking conversion rates or revenue because they hadn’t set up cross-domain tracking in Google Analytics to pass data from their main website to their registration system.
We initiated Art of Living’s first A/B Testing and formal Conversion Rate Optimization program including:
- Guide full and proper implementation of Ecommerce Tracking and Cross-Domain tracking in Google Analytics
- Generating data-driven test hypotheses based on short and long-form user surveys, user testing videos, analytics and heatmaps
- Setup A/B testing software
- Design and run tests including copywriting, design, and reporting
CRO RESULTS:
Successful A/B tests increased Sales Conversion Rates by:
- 50.2% increase with 99% accuracy (from 2.97% to 4.46% CR) on key sales page
- 25.36% increase with 93% Accuracy (16.64% to 20.86%) on checkout page
- 18% increase (from 3.25 to 3.84 CR) on course search
- 10.56% (from 5.11% to 5.65%) on key sales page
- And A/B tests on landing pages increased leads by as much as 50%
Landing Page Design
Designed and wrote copy for over ten landing pages including an Online Course, PPC Landing Pages, and a Viral Marketing Campaign.
Previously, no landing pages had been made specifically for ongoing paid ad campaigns. And most pages on the website had less than a 1% email conversion rate.
LANDING PAGE RESULTS:
Our PPC landing pages had between 1.5% and 5% email conversion rates from our cold Google Ads grant traffic, leading to thousands of dollars of course sales each month.
Email Marketing
We also wrote and created email and landing pages for thematic drip-campaigns for six key verticals.
Working with skilled volunteer developers, we created a mobile-friendly HTML email generator where course organizers could fill out a simple form, select their course type, and receive a professionally designed and written HTML email for their workshop.
EMAIL MARKETING RESULTS:
Created email campaigns with Click-Through Rates as high as 27.77%. Guided strategy to organize and optimize campaigns for email list with tens of thousands of leads.
Search Engine Optimization & Blogger Training
Need Some Advice on Hosting an Online Event?
Let our online event experts help you decide which format and software is right for you, and how to attract the audience, speakers and sponsors you need to succeed.