Win Report: How answering one question increased conversions by 18%

Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win.

In the next two minutes, we’ll show you how answering a single question increased conversions by 18% for DiamondBack Covers.
Side-by-side comparison labelled Control and Variation, showing the DiamondBack Covers homepage hero with the Variation adding an ‘Available for every truck’ bar featuring eight automaker logos beneath the hero video.

DiamondBack Covers manufactures premium, American-made aluminum truck bed covers. Known for their rugged, lockable designs, they sell direct-to-consumer and have a loyal following among truck owners who need serious protection for their gear.

Research: The question that the homepage didn’t answer

When we user tested the DiamondBack Covers website with real truck owners, one question surfaced before testers had even scrolled down the homepage. In fact, we heard the same thing from nearly every participant:

“Will these covers fit my truck?”

This is a classic example of the power of user testing, because it’s the kind of question that only surfaces when you talk to real users who don’t know what you know. Everyone at DiamondBack Covers knew that their products were available for every truck. They even included this banner on key pages of the website. (See the engagement in this heatmap view.)

Heatmap view of the ‘Available for every truck’ bar showing strong visitor engagement with the eight automaker logos.

As we say in step 5 of our methodology, Spotting the hidden wealth in your business:

Each of our clients has had elements within its business that would have been highly persuasive to its prospects but that the prospects never saw. The key is to identify all of these persuasion assets and then present them to the prospects at the right time in the buying process.

For DiamondBack Covers, the truck compatibility banner was one such asset. Its absence from the homepage, one of the site’s most visited pages, added an extra layer of friction for visitors who might already be concerned about prices or shipping lead times.

What would happen if we added the asset to the homepage, right where first-time visitors were asking the question?

The original homepage (or control)

Here’s the original homepage hero section, featuring a lifestyle video and a “Shop Truck Covers” CTA. Although the page continued below, there was no mention of truck compatibility.

Original DiamondBack Covers homepage hero with no truck compatibility messaging between the hero video and the next content section.

The tested page (or variation)

Given that the existing “Available for every truck” bar had gotten good engagement on subpages, we added it to the homepage immediately beneath the hero video.

DiamondBack Covers homepage variation showing the hero video followed by an ‘Available for every truck’ bar with logos for Ford, Chevrolet, RAM, GMC, Toyota, Nissan, Jeep and Honda.

In addition to the text heading, the bar showed the logos for Ford, Chevrolet, RAM, GMC, Toyota, Nissan, Jeep, and Honda.

Result: Conversions increased by 18%

During the test, we observed an 18% increase in conversions.

We didn’t create anything new; we just took reassurance that worked elsewhere and put it where our research told us it was needed.

This is a pattern we’ve seen across many Win Reports and is a good example of using both quantitative and qualitative research to create a hypothesis. In this case, quantitative analytics showed the homepage was important (which isn’t always the case), and qualitative user testing revealed a question.

And when the research tells you what questions are on your visitors’ minds, it’s always worth testing an answer.

What’s next

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of DiamondBack Covers’ business and then to other clients.

If you want us to grow your profits—quickly and efficiently—check if you qualify for a free one-on-one strategy session with one of our CRO consultants.

We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.

Thanks to DiamondBack Covers for letting us share these insights (and for being such a great team to work with).

A short video interview with the client

Having previously worked with DiamondBack Covers, we were extra delighted to welcome them back for a second engagement. Here’s what they said about their first experience of working with us.

“It translated into literally millions of dollars of increased revenue for us,” says Brandon Moist, Chief Sales and Marketing Officer of DiamondBack Covers.

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