Blink! SiteApps Just Doubled Your Conversions

December 17, 2013  |  Announcements, Apps, Cases

Summary

Airu, a leading fashion and handcraft marketplace in Brazil, doubled their conversions by simply adding a “blink” to the call-to-action button on their website.

“We spend a lot of time and resources on conversion rate optimization on Airu.com – and we were very happy to see that there is always a lot of room for growth.  We more than doubled our newsletter sign-up rate with SiteApps and their team.”
- Jaques Weltman
Airu CEO and Founder

The Hypothesis

Airu is a marketplace for small entrepreneurs sell their new brands.  With investments of Rocket Internet and Kinnevik AB, Airu has over 2 Million monthly visits and over 15,000 sellers.  According to Jaques Weltman, CEO and founder of Airu, users who sign up for the newsletter are good leads, and the conversion rate to shoppers is very high.  If we could help Airu increase the newsletter sign-up rate, sales would follow.

Airu was already testing different methods of newsletter sign-ups.  The most optimized form was a constant element on the bottom of the site that follows the scrolling presented to new visitors:

Airu.com.br

There is a high incentive for users signing up for the newsletter: $10 of their next purchase. In English, this is what it looks like:

Airu English

This was working for them pretty well – so we at SiteApps had to think to leverage this even further. Our hypothesis was that if we could drive attention to the call-to-action button, we would increase sign-ups.

The Test

Going through the hundreds of apps in the SiteApps website appstore, we decided to use the “Button Shaker” app to bring the attention to the Airu call-to-action button.

Button Shaker app

We decided to create two variations using this app:

  • Variation 1 – make the button blink every 5 seconds:

Airu Blink Variation 1

 

  • Variation 2 – make the entire footer bar bounce up and down:

Airu Blink Variation 2

There’s science behind the hypothesis

We evolved from a species that spent tens of thousands of years avoiding predators.  When we were living in the jungle, and we saw a flushing of leaves or another movement cue, our brain reacted to this.  These were the humans who survived and became our ancestors – thus, imprinting this reaction in our reptilian brain.  I talked about this at the San Francisco 2013 Conversion Conference (ping me for the entire presentation), and showed through eye-tracking studies that we could involuntarily manipulate attention to specific website elements.

Below are two 2-seconds eye-tracking heatmaps showing where site visitors were focusing their attention after 6 seconds on this eBay product page:

  • Control eye-tracking heatmap

Eye tracking (control)

 

  • Variation eye-tracking heatmap with blink on “Buy Now” button

Eye Tracking Haatmap (Variation)

It becomes obvious in the second image that a there was a significant amount of focus on the call-to-action button right after the blinking, proving that users brought their eyes to the moving element.

The Airu Results

The variation were applied during a 3-week period from November 20th to December 10th, 2013 on Airu.  Half of the website’s visits were presented the control, 25% were shown the call-to-action blink (variation 1), and 25% were shown the footer bounce (variation 2).  Results are shown in the table below:

Airu Results

What this means is that the first variation brought an increase of 115% in the conversion rate compared to the control group – more than doubling the sign-up rate.

Does your website have any elements you would like visitors to focus on?

We’re not into fooling anybody

There could be some debate about if manipulating visitor’s attention with involuntary movement is moral.  But isn’t advertising all about persuasion?  Using shapes and color can also influence our decision (Google tested 41 shades of blue to see which tested best), so what is right or wrong?  Please leave your comments ;)

  • Troy McCasland

    Great article Phil. Thanks for sharing this.