Case Study: Ubisoft achieves 12% increase in lead generation with VWO's A/B testing

How Ubisoft Used A/B Testing To Increase Lead Generation

Ubisoft, the Paris‑based video game publisher with over 13,000 employees, aimed to boost lead generation and conversions on the Buy Now page for For Honor. To reduce friction and improve user experience, Ubisoft partnered with VWO, using Structured Conversion Rate Optimization and A/B Testing supported by heatmaps, scrollmaps, clickmaps and surveys.

VWO Services recommended and built a redesigned Buy Now layout—moving edition, console selection and the Order Now call-to-action to the top left to eliminate scrolling—and ran an A/B test on the VWO platform during a high‑traffic holiday period. The variation increased the lead generation rate by 12 percentage points (from 38% to 50%), prompting Ubisoft to expand testing across other checkout pages.

Ubisoft

Jenny Hughes

Digital Marketing