Win Report: How reusing winning copy increased conversions by 82%
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.
Our client operates a large online marketplace for tours, activities, and vacation packages, connecting travelers with curated experiences across one of the world’s most spectacular destinations. As a market leader operating in a highly competitive space, they have asked to remain anonymous.
Research: Readers who never became buyers
The client’s site includes a huge library of detailed travel articles—guides to natural wonders, regional itineraries, and seasonal travel tips. These pages attract enormous organic traffic, but our analytics review revealed that many of these visitors never transferred to the main booking funnel.
In effect, the visitors were treating the website like a high-quality travel magazine. Lots of research, relatively little booking.
As other tests for this client showed, the stunning content and imagery created a genuine emotional response in their visitors. How could we build on those “wow” moments to bring more people into the main booking funnel?
The original page (or control)
Here’s a mockup of one of the original article pages. The real site was filled with high quality, engaging content written by genuine experts and led by stunning imagery and video.
The tested page (or variation)
For the test, we added an exit-intent lightbox that appeared automatically when a visitor’s cursor moved toward the browser’s close or back button. (If you want to test something similar on touch devices, you can trigger the lightbox a few seconds before the average visitor leaves the page.)
The content of the lightbox was informed by test wins we’d had on the site’s homepage, allowing us to reuse:
- A proven headline and subhead: The lightbox featured a copy that had already won on the homepage, reminding visitors that everything they needed for their trip was in one place and subject to a best-price guarantee.
- Signposts to the most popular activities: We pulled the “Top things to do” image tiles from the homepage, giving visitors a set of ice-breakers—specific, clickable starting points rather than a blank search field.
And finally, the lightbox added:
- A single, inviting call to action: The “Build my dream trip” button provided a safe next step that felt like the beginning of an adventure.
Result: Conversions increased by 82%
During the test, we observed an 82% increase in conversions.
This result proved that many of the “magazine” visitors were interested in booking—they just needed a well-timed nudge before they drifted away. The exit-intent lightbox was an efficient way to deliver that nudge because we didn’t need to change any article content. And we didn’t need to guess what would resonate because we could repurpose copy and content that had already won elsewhere. (If you’ve followed our past Win Reports, you may recognize this as a repeating pattern.)
The previous win had done much of the heavy lifting. This test simply inserted a proven message into a new and valuable context.
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 the client’s 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 our client for letting us share these insights (and for being such a great team to work with).
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