A/B Testing Case Study: The King and Prince Beach and Golf Resort
Client: The King and Prince Beach & Golf Resort is a luxury Georgia resort located on St. Simons Island.
Website: www.kingandprince.com
Project Type: A/B Website Testing
Challenge: The resort receives a large amount of website traffic from its search engine optimization and paid search efforts, however, it was seeing a large number of visitors bounce from the home page. Analysis of the site’s Google Analytics statistics showed that the special offer that appeared on the home page was not receiving a large number of clicks.
Solution: Knowing that this area of the home page should be great real estate for capturing the attention of potential customers, The Net Impact decided to run a test to determine the type of message that should be presented in that area, which in turn would lead to a lower bounce rate. The Net Impact worked with The King and Prince Beach & Golf Resort to develop an A/B Google Optimizer test that uses creative variations of the home page. The test ran the original home page, hosting the special offer, against a new variation that provided links to pages which were most popular with visitors. The pages were chosen based on the revenue they generated. The two variations were run against each other in order to determine which message received the greatest amount of interaction. Due to the high volume of traffic on the site, enough data to determine the winner of each test was collected within 2-3 days of the Optimizer test launch. The Net Impact then implemented the changes to the website to reflect the winning home page layout.
The results of the Google Optimizer test showed that the new variation resulted in a 281% increase in clicks from that area of the home page. As a result, the overall bounce rate of the home page decreased by 6.22% during the testing period. Since the implementation of the results of the Google Optimizer tests, The King and Prince Beach & Golf Resort home page has continued to see a decrease in bounces.