Case Study: Melbourne Innovation Centre boosts lead submissions with VWO

Melbourne Innovation Centre Boosts Lead Conversion Through Homepage Testing

Melbourne Innovation Centre (MIC), a business incubator in Melbourne’s North East, wanted to improve lead generation from its homepage after noticing a drop in lead form conversions. Using VWO for A/B testing and conversion rate optimization, MIC set out to make its homepage messaging and calls to action more compelling and better aligned with its audience.

With VWO, MIC tested a revised H1, simplified supporting copy, and a stronger CTA from “Get started” to “Apply now.” The variation outperformed the control across metrics, driving 8.60% more button clicks and an 8.56% increase in application submissions, leading MIC to implement the winning changes on its homepage.