Case Study: ExactTarget achieves 40% increase in click-through rate with VWO

ExactTarget Used A/B Testing To Improve Its Landing Page And Increased Its CTR By 40.18%

ExactTarget, a global SaaS provider of digital marketing services, faced a conversion challenge on its Connections 2013 event landing page: the original hero image of two laptop screens gave visitors the impression of a virtual event and was likely suppressing click-throughs to the registration page. They chose VWO to run an A/B test to identify which imagery would better communicate a live conference and improve CTR.

Using VWO, ExactTarget tested a variation that replaced the laptop image with a photo of a live conference, running the experiment with more than 11,000 visitors per version; the VWO-powered test showed the conference image lifted CTR by 40.18% (reported as a 40% increase), demonstrating how relevant imagery can significantly boost engagement and move visitors further down the conversion funnel.

ExactTarget