Win Report: How an infographic increased conversions by 15%
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.
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 reasons people buy were the hardest things to find
People buy from DiamondBack Covers to protect expensive gear, and they told us so in plain terms. The product’s toughness, weatherproofing, and theft resistance came up over and over in our research about why customers bought.
When we asked buyers the main reason they bought a DiamondBack, security was the most common answer, cited by 43%. One buyer, who straps an ice‑fishing sled on top of the cover, put the whole job in a single line:
“…keeping my expensive fishing gear dry and secure under the locked cover.”
Another had already found out what a weaker cover is worth:
“Needed a bedcover that was both tough and secure. Others I have tried could be opened easily with a pry‑bar making it nothing more than dry storage.”
And yet, these important benefits weren’t always obvious.
Here are heatmaps for the desktop and mobile versions of one of the product pages. Can you see the section that talks about weather protection? The headline is “Dry Gear.”
If you found the “Dry Gear” headline, you did better than 87% of people who visited the page. Fewer than 13% scrolled far enough to encounter some of these key messages.
In a previous Win Report, we removed some low-leverage content that was stopping visitors from seeing something that mattered. In this case, we took a different approach because the page already had an image gallery that got a ton of attention.
What would happen if we added these key selling messages into the hottest part of the page?
The original page (or control)
On the original product pages, the image gallery showed photographs of the cover from various angles. In this example, the first slot was taken up by a simple video showing the cover in use. (Which seems like a good idea.)
The tested page (or variation)
For the variation, we turned one of the first product images into an infographic that highlighted the messages that customers told us were important.
Here’s a bigger version:
The infographic made four specific claims, each paired with the benefit it delivered:
- .080‑inch aluminum + factory-grade spray‑on bedliner. Built to outlast your truck.
- 2 gas spring assisted openings for fast access to cab- and tail‑side gear.
- Full perimeter EPDM compression gasket keeps the whole cover weather‑tight.
- Locking handles + Medeco cylinders keep your gear locked down.
Result: Conversions increased by 15%
During the test, we observed a 15% increase in conversions.
The key takeaway is the power of pairing the feature with the benefit. As we’ve argued before, “describe benefits, not features” is bad advice. A feature on its own invites the reader to think “So what?” The benefit answers it. A benefit on its own invites “Yeah, right.” The feature proves it. “.080‑inch aluminum” means little to most truck owners by itself, and “built to outlast your truck” is only a promise.
Together, the claim comes with its proof attached.
The lesson of this test could transfer to almost any product page, and often won’t need a redesign. Find the part of your page that gets the most attention. If your most persuasive messages aren’t there, put a version of them into that space.
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.
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