GrowthHackingIdea - +$100,000 additional revenue

BrookdaleLiving.com offers various community living solutions for senior citizens.

They A/B tested:
#1. A photo of an elderly woman on a landing page.
#2. A 1 minute 56 seconds video instead of the photo.

The photo outperformed video by 3.92% that resulted in over $100,000 additional revenue.

You may know that almost always video wins in such A/B tests.

Why it worked differently in this case?

1. Most of their users fall into spontaneous customer type, who value speed and simplicity the most.
2. Target audience has slower internet connection, videos might not work for them.
3. Elderly people in general are afraid of “new” things, or things that do something unexpected (like an auto-playing video) and so get scared and leave the page.

Takeaway: Know your audience.

Source: vwo.com


Cheers,
Charlie Patel ;)



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