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How We Increased Sign-Ups by 80% for AMZWatcher in Only 30 Days (Case Study)
Can you imagine growing your SaaS business by 80% in only one month?
Well, that's exactly what we achieved for our SaaS client, AMZWatcher, using our agency's proven A/B testing methods.
(and in case you're wondering, that's with no sleepless nights writing code or spending a small fortune on paid ads!)
In this case study, I'm going to show you exactly how we increased sign-up rates for AMZWatcher by a whopping 80% in 30 days.
If you're ready to skyrocket your SaaS sales, let's get started!
AMZWatcher's CRO Challenges
For context, AMZWatcher is a SaaS tool that allows Amazon affiliates to monitor the health of their affiliate links by notifying them when products are out-of-stock or discontinued.
When AMZWatcher first approached our agency, the company was concerned about the low conversion rate of their existing traffic.
Like many SaaS companies, AMZWatcher focused on search engine optimization (SEO) to drive potential customers to its website.
However, despite its success in growing organic traffic, the company just wasn't seeing a corresponding increase in sales.
That's where we stepped in to help...
Our CRO Solutions
With every new client, our first step is always to understand your business model and identify the conversions that matter to you.
After our discussions with the founder, we determined that Free Trial Sign-Up was the primary conversion point for AMZWatcher, as free trials eventually led to paid subscriptions and monthly recurring revenue (MRR).
We then analyzed the client's GA4 account to identify the top pages by conversions, which in this case was the homepage and pricing page.
Now, we're ready to set up our A/B tests and I'll show you our exact process in the next section.
Our A/B Testing Methodology
A/B Testing Software
At our agency, we use Visual Website Optimizer (VWO) to implement and track our A/B tests.
VWO has been an industry leader for decades and provides a balance between ease of use and advanced testing options.
This allows us to cater to both startups and enterprise clients alike, whether they just need simple A/B tests or ones segmented by device, location, and marketing channel.
Competitor Analysis
We always run a thorough analysis of the competitive landscape to identify what your competitors are using for their design, layout, call-to-action, and more.
For AMZWatcher, we focused on enterprise-level SaaS companies in the SEO industry including Ahrefs, SEMRush, Moz, and Surfer.
That's because enterprise organizations have the resources and traffic to invest in CRO, so their landing pages have likely been optimized already.
That means we can copy the most profitable design, layout, and call-to-action elements from them, without spending tens of thousands of dollars on designers or data scientists.
Single Variable Testing
A good A/B test should accomplish two things:
- Tell us if the variation is statistically better than the control
- Provide a reasonable explanation why
Any A/B testing software will accomplish the former, but the latter requires following a principle known as single variable testing.
In other words, only one variable is changed at a time in order to isolate its individual impact.
Why is this important?
Put simply, changing multiple variables in the same A/B test is far more likely to lead to incorrect conclusions, which can do more harm than good to your website's profitability.
CRO Test Factors
We test a wide spectrum of CRO factors to identify the ones that "move the needle" for your business.
In our experience, the most impactful CRO factors include:
- Call-to-Action (CTA): buttons or text links that are conversion points - "add to cart", "sign up", and contact form "'submit"
- Headline: page title, product title, or landing page title
- Layout: the order and placement of page elements like images, headings, and text
- Above-the-Fold (ATF) Content: viewable content on page load
- Objection-Handling: page elements that increase customer confidence such as refund policy, satisfaction guarantee, customer support, etc.
For AMZWatcher, we focused on the Call-to-Action as we believe the CTA is the best place to start due to its high degree of influence on conversion rates.
A/B Test Results
Next, we'll discuss the results of our A/B tests for AMZWatcher.
A/B Test #1: +80% Sign-Ups on Homepage (CTA Copy)
In our first test, we changed the CTA copy on the homepage from "Get My Free Trial" to "Get Started", as we noticed that enterprise-level competitors were mostly using a variation of the latter.
As we previously mentioned, it's a great idea to test what your competitors are already using, as there's a pretty good chance they've already optimized their sales pages.
And boy, did we see an improvement here!
Just by changing the CTA copy, we saw an 80% increase in sign-up rates from 10.7% to 19.3% with 97% statistical significance (confidence level).
That's almost double the number of conversions from one small tweak!
I'd like you to stop and ask yourself, when was the last time you doubled your traffic from just one change?
I hope this test opens your eyes to the endless revenue opportunities that are within your reach through A/B testing.
A/B Test #2: +55% Sign-Ups on Pricing Page (CTA Copy)
In our second test, we tried to replicate the results of the first one.
Being able to reproduce a test result is one of the ways that we increase our confidence in the variation and reduce the risk of randomness.
Here, we changed the CTA copy from "Try for Free" to "Get Started" on the pricing page... which led to a 56% surge in sign-ups!
Now, it's worth mentioning that this 56% uplift is much more significant for the business, when you consider that users visiting the pricing page generally have a stronger purchase intent than those landing on the homepage.
That means every incremental conversion on this page is more likely to result in successful user acquisition and recurring revenue.
However, this test only achieved 76% statistical signifiance (below our usual 90-95% threshold) with a small sample size of 163 visitors.
Nonetheless, the magnitude of the improvement (+56%) and the fact that we saw a similar uplift on the homepage gives us enough confidence to declare this variation as the winner.
A/B Test #3: No Improvement on Homepage (CTA Color)
In our third test, we tried a higher contrast CTA color on the homepage to increase its visibility and prominence. In our experience, CTA color can have a significant impact on conversion rates.
However, in this case there was no meaningful improvement (in fact, the variant underperformed), and we chose to end this test early.
This is an important lesson as well - what works on one website or business doesn't always translate to another - that's why we always validate our ideas with A/B testing.
A/B Test #4: No Improvement on Blog Posts (CTA Copy)
For our last test, we took a look at AMZWatcher's blog posts which were receiving significant traffic from search engines.
The company wanted to drive traffic from these blog posts to a related SaaS tool called MailArrow using a call-out box at the beginning of each article.
In this test, we attempted to increase the CTR of these call-out boxes by changing the CTA copy from "Get Mailarrow" to "Learn More".
We think it's generally best to match the CTA copy with the user intent, and since blog posts are usually informational in nature, a CTA like "Learn More" is more likely to be clicked as it's a lower commitment ask for readers compared to "Get MailArrow".
In the end, however, this test delivered an inconclusive result - mainly due to the extremely low conversion rate (0.15-0.18%) of the call-out box.
This test showed to us that users visiting the blog have very low commercial intent (likelihood to buy) with extremely low interest in visiting the related SaaS tool.
That's why we recommended AMZWatcher's team to focus on using their blog traffic to drive email subscribers and brand awareness for their own tool instead.
What's 80% More Conversions Worth To Your Business?
After around 4 weeks of testing, we delivered our A/B test results to AMZWatcher's founder and he was ecstatic with the results: 80% more sign-up's on the homepage and 56% more on the pricing page.
The company decided to immediately adopt the winning variations on their website.
From the founder himself,
Definitely can recommend their done-for-you CRO service. Will be running more tests with them in the future."
Founder of AMZWatcher
I'd like to finish this case study by asking you, "what's 80% more conversions worth to your business?"
If you're excited about the possibilities, then contact our CRO experts today to learn how we can turn your clicks into customers.