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Case Study - Real Age (Registration Process)

"SiteTuners was able to improve our conversion rate by a stunning 40%! I would highly recommend working with SiteTuners to any company interested in increasing their website conversion rates. This engagement dramatically improved the economics of our business overnight." - Charlie Silver - CEO, RealAge.com

Services: Full service conversion tuning engagement using the SiteTuners.com Tuning Engine^SM.

Background: RealAge.com has developed a unique test that determines the biological age of your body based on how well you have maintained it. It has received widespread exposure and has been featured on CNN, Fox News, New York Times, Good Morning America, Today, Oprah, MSNBC, and 20/20. The whole business depends on the number of people who sign up for the free RealAge Test. They had already tested a number of ideas to improve the efficiency of the sign-up process, and thought that they were doing well because of their high (double digit) conversion rate. The goal of the SiteTuners engagement was to improve the conversion rate of the sign-up process even more.

The Engagement: SiteTuners identified twelve variables that might improve performance. These included the page header, navigation bar, headlines, sales copy, call to action, graphics, and button format. For each variable, the original version was included in the test, along with one or more alternatives.

The twelve variables tested resulted in 552,960 unique versions of the site. Which version was the best? In order to find the "needle in a haystack", SiteTuners' proprietary Tuning Engine^SM technology was used. This scale of test would have been impossible to conduct in a reasonable timeframe by using standard tuning methods like A-B Split or Multivariable / Taguchi testing (which are typically limited to a maximum of a few dozen unique site versions).

The Results: Over the course of the engagement, SiteTuners was able to zero-in on a number of successive "challengers" that performed significantly better than the original "baseline" version of the site. At the end of the test, the best challenger was run head-to-head against the baseline, and showed a 40% lift in conversion rate. These results were obtained with a large amount of data and were statistically rock-solid. The bottom line impact of this change on RealAge was a $3,285,000 annual profit improvement.