Increasing conversion rates is always a top priority for small businesses who are looking to scale. These businesses often experiment with various strategies to boost user engagement in order to drive more sales. One highly effective approach is A/B testing for landing pages. This method allows companies to test different versions of their landing pages and identify which elements resonate best with their unique audience. In this case study, we’ll share how one of our customers saw a 20% increase in conversions by making a small but impactful change to their booking page.

Background & Problem

Sea Rockets, a company that offers boat tours, came to us looking to attract more visitors to their site. However, despite their already high traffic, they were struggling to convert those visitors into actual paying customers. Their issue stemmed from the layout of their landing page, where the “Book Now” button was buried beneath a lot of content. As a result, potential customers frequently missed the CTA, leading to a low conversion rate. Although the company had implemented landing page optimization best practices industry leaders recommended, they were still not seeing the desired results in terms of conversions. That’s when our team came in.

Case Study

To address this problem, our team decided to run an A/B test for landing pages to determine the most effective placement for their booking button. It’s important not to change too much at this point, or you won’t know what change drove the results. Thanks to the results suggested by our heatmaps tool, our team knew what to test. They tested two versions of the page: one with the “Book Now” button placed under the hero image, and the other remained further down the page, beneath the “Quick Details” section. The goal was to see if making the booking CTA more prominent would lead to more clicks and conversions.

Heatmap Results Mobile 

Heatmap Results Desktop

After running the test for a few weeks, the data showed clear results: the version with the “Book Now” button higher on the page saw a 20% increase in conversions. This simple change of moving the booking button into a more visible location resulted in a significant uptick in user engagement. It demonstrated that A/B testing for landing pages can uncover valuable intel into how visitors interact with the page and what changes can be made to drive better performance.

How CausalFunnel AI Fix the Problem

We began by using our CausalFunnel AI dashboard to run the A/B testing process. Our platform provides detailed analytics on user behavior, helping our team pinpoint exactly where users were dropping off. By identifying the exact spot where visitors lost interest, we knew it was time for a key change: repositioning the “Book Now” button to the top of the page for better visibility.

Before A/B Test

After A/B Test

Beyond just testing, our CausalFunnel AI also tracked how users interacted with the page in real-time. The platform monitored scrolling behavior, click patterns, and time spent on each section of the page. This gives all of our customers a deeper understanding of how users engaged with the content. This data helped the company design more targeted lead capture landing pages that better aligned with visitor preferences, ultimately increasing their conversion rates.

CausalFunnel A/B Test Result Dashboard

Key Takeaway : What made this approach so effective was how quickly our CausalFunnel AI allows businesses to test and implement changes. Our easy to use platform automates much of the testing process, making it easy for anyone to set up multiple variations of the landing page and get feedback. With weekly performance reports, any company can quickly see which version of the page is driving the most conversions and what ones weren’t. Start making your optimization efforts more efficient and impactful today. 

Conclusion

In the end, A/B testing for landing pages proved to be a simple yet powerful solution for Sea Rockets. All it took was moving the “Book Now” button to a more visible position above the “Quick Details” section, we were able to increase conversions by 20%!

Thanks to the help of CausalFunnel AI, they were able to change their landing page to what worked best based on their user’s behavior, following landing page optimization best practices industry leaders recommend. The results are clear: testing and optimizing landing pages is a strategic way to improve landing page performance, leading to higher engagement and increased conversions.