Four hour work week book title

This example shows that some of the ideas behind CRO and split testing can be applied to more than just websites.  

Author Tim Ferriss used Google AdWords to test click through rates for 6 different titles for his book after Wal-Mart vetoed his original title.  In addition, he tested different book covers by planting variations in the new non-fiction section of a branch of Borders, observing reactions over a coffee.

Human Photos Double Your Conversion Rate

Using Visual Website Optimiser, Think Vitamin ran 2 tests to guage the effect of using human photos to improve conversion rates.  In the second test, for example, using a photo of a person rather than a telephone icon on a contact page increased the conversion rate by 48%.


If you want to find a case study that’s really relevant to your business, browse the hundreds of examples available from

You can filter by category such as these:

  • email newsletter sign-up page
  • home page
  • landing page
  • product page
  • sign-up page

Or perhaps even try some advanced searches such as this:

Double Bonus: Publishing results as a link building tactic

The Basecamp example’s blog post has 41 linking root domains.  The SEOmoz example on Conversion Rate Experts has 105 (or make that 106 once I’ve published this post).  If you get interesting insights from your split testing, why not blog about it?  Backlink analysis on some of the examples above should give you plenty of link targets.

Hope this post gives you some inspiration – let me know in the comments if you have any thoughts or further examples.

Related resources:

The best transcription services for your mobile phone in 2021

Subtitles on YouTube: how to add them manually

How Academic Transcription Helps Your Research

(P) Great podcasts about World War II tanks


Carole Oviedo

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