Case Study: The Social Man achieves 28% increase in sign‑ups with VWO

The Social Man Split Tested Page Changes To Increase Sign-Ups

The Social Man, an Austin-based retail company offering products and coaching to improve men’s social skills, needed to convert visitors into email newsletter subscribers and get them to view a video about "talking like a ten." To optimize conversions from cold traffic (a dating-site CPM audience), The Social Man used VWO’s A/B testing platform to experiment with different landing pages and messaging.

With VWO, they tested headlines, subheads and button copy — notably comparing "Get Instant Access" (11.9% conversion) to "Watch the Video" (15.3% conversion). The change increased sign-ups by 28%, and tracking by source plus tailored pages helped identify profitable bids; the team reported VWO was easier and more powerful than other tools and became indispensable for running tests.

The Social Man