How a Simple Website A/B Test Boosted CTR by 221% and Increased Conversions for DentalSave
Working with Aimers has been a game changer for our business. Their expertise in online advertising has truly elevated our digital strategy. Right from the beginning, they made it a priority to fully understand our objectives and crafted campaigns that aligned perfectly with our goals. What sets Aimers apart is their exceptional communication and customer care. Their transparency, coupled with a focus on measurable outcomes, has made them an invaluable partner in our growth.
DentalSave provides affordable dental discount plans across the U.S., enabling members to save significantly on dental care without the hassle of traditional insurance. Their extensive network of over 40,000 dentists ensures easy access to quality treatments nationwide.
increase in CTR
increase in target conversions
Challenge
We've been working with DentalSave for over 6 years, not only managing advertising across multiple platforms but also redesigning website pages, creating new ones, and optimizing the site to streamline the user journey and maximize conversions.
Through website and user behavior analysis, we constantly come up with hypotheses and ideas for improving the user flow. An integral part of this process is A/B testing, which allows us to assess how even the smallest changes can significantly impact website metrics.
One example of such small tests was the A/B test on the CTA buttons on the website homepage, which we completed recently.
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During our regular user behavior analysis, we noticed that users clicked on the CTA button in the lower part of the homepage much more frequently than on the main section. The only difference was the button text: 'See Plans' vs. 'Start Saving.'
Testing Methodology
We decided to conduct an A/B test by creating two variants of the homepage:
The Control page, with the 'Start Saving' CTA button in the hero section.
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The Test page, featuring the 'See Plans' CTA button, which showed better engagement in another section of the page.
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Our hypothesis was that a clearer, action-oriented CTA would resonate better with visitors and result in higher engagement.
Key Test Settings
- Traffic was split evenly, with a 50/50 ratio between the two variants.
- The test duration was 2-3 weeks.
- Results were evaluated using statistical significance.
- The test was conducted as a Page editor test, where users were directed to the site and shown a different version of the page.
Results
Results
The A/B test delivered impressive results:
- Click-through rate for the original version: 4.47%
- Click-through rate for the test version: 14.38%
With a more than 3x increase in performance, the test clearly demonstrated that the new CTA text, “See Plans,” was significantly more effective in driving engagements.
This not only led to a more than 12% increase in key interactions with the website but also contributed to a 13% rise in targeted conversions.
Next Steps
We immediately implemented the 'See Plans' CTA option on the homepage, continuing to measure the effectiveness of the changes as part of our regular monitoring.
This test confirms the importance of the consistent data-driven approach we follow in all aspects of our work, from advertising to CRO optimization on the website:
Regular analysis → forming data-driven hypotheses → conducting A/B tests → analyzing results and making decisions (Can be visualized as a cycle).
And the case itself demonstrates that even minor adjustments, when approached systematically and based on data, can bring significant results.
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