Win Report: Turning a “Leap of Faith” into +57% conversions
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 3 minutes, we’ll show you how making the destination explicit increased conversions by 57% on FanTokens.com.
FanTokens.com is the official partner of elite teams like Juventus, AC Milan, FC Barcelona, and Arsenal, and sells tokens for fans to trade. The tokens give fans voting rights and numerous rewards, while also being tradable assets.
The site caters to two distinct audiences: experienced traders and sports fans who are generally new to the digital asset market.
Research: An unsettling journey
Buying a Fan Token isn’t like buying a team jersey or a game ticket. Unlike mainstream e-commerce, clicking the “Buy” button redirects users to an external exchange, where the final transaction takes place.
Our user testing showed that many visitors found this sudden jump to a different website unsettling. In fact, the effect was so strong it even surfaced in feedback from users who did complete a purchase. They said things like:
“When www.fantokens.com redirected me to another trading platform, I felt a bit cautious because I wasn’t sure if it was official or safe.”
“The redirect felt a bit unsettling—raised questions about fees and custody.”
As we dug deeper, we found that visitors didn’t object to third-party exchanges per se.
“…the extra step did make me hesitate initially. Once I confirmed it was secure, I understood it was just how the trading works.”
What the visitors disliked was the surprise. The transition violated their expectations at a critical moment, reducing confidence and (very likely) overall conversions.
We think of this as a “leap of faith” problem.
The original page (or control)
Here’s a section of FanTokens.com‘s original homepage. Each token listed has a generic blue “Buy” button that redirects users to an external exchange.
The tested page (or variation)
Typical solutions to a “leap of faith” problem include popups or interstitial pages warning visitors about the switch, but we wanted to avoid adding further steps to the funnel. Instead, we focused on the “Buy” buttons themselves.
To make the destination as explicit as possible before the click, we:
- Changed the button copy from “Buy” to “Buy on [exchange name]".
- Added exchange color branding and logos directly to the CTA to foreshadow the site that users were jumping to.
- Made the buttons more visually prominent within the table.
Taken together, these changes ensured that no one who wanted to buy would be surprised by what happened next.
Results: Conversions increased by 57%
During the test, we observed a 57% increase in conversions.
This huge result highlights something we see again and again in our work: the biggest gains don’t always come from complex changes or new features. They often come from identifying moments of doubt in a user journey and resolving them in a clever way.
In this case, our three changes combined to address a moment of doubt, increase trust, and unlock a large increase in conversions.
Here’s what our client had to say
Gilbert Camilleri, CMO, The Chiliz Group.
"We didn't change the product, the price, or the promise. We just made sure users knew exactly what clicking 'Buy' meant before they clicked it. That single shift in transparency drove a 57% increase in conversions—and changed how we think about every CTA on the site."
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 FanTokens.com 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 FanTokens.com for letting us share these insights (and for being such a fantastic team to work with).
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