Show Her Off
“Conversion rate increased by 40% within the first four months.”
Background
About Show Her Off
The founder of Show Her Off, Ryan Hunter Masters, started this online dancing brand to help men worldwide learn how to dance. He creates simple-to-understand dance videos showing couples that dancing is fun, enjoyable, and can be done just by anyone.
Ryan is an experienced online marketer who has been driving traffic to his landing page using paid ads channels such as Google and Facebook ads. Despite being well-versed in some areas of online marketing, Ryan had no experimentation background. And this meant that he was leaving a lot of money on the table.
The challenge
What Show Her Off needed to solve
Because Show Her Off relied on paid advertising for traffic and conversions, most of their tests were called too early. From an experimentation perspective, that means they may not have reached statistical significance, which renders the results essentially null.
With no development background or developer on hand, our CRO team was responsible for overseeing all of the experimentation from A to Z. Running comprehensive data analysis and analytics configuration was also challenging given that Show Her Off is a one-page site.
The solution
How Invesp approached it
We deployed a team that consisted of a strategist lead, senior CRO specialist, senior UX designer, and senior frontend developer.
Using our SHIP optimization process, we identified a list of conversion killers on the Show Her Off landing page and Facebook Ads campaigns, combining expert reviews, user behavioral research, and JTBD interviews. Within two weeks we had found close to 100 conversion issues and several new revenue opportunities.
The team conducted 14 customer interviews and found consistent themes — relationships that had lost some excitement, partners surprising a dance-loving spouse, and couples who were empty nesters, soon to be married, or simply short on time. We focused copy and imagery on helping customers visualize their relationship after the purchase.
Having mapped out the testing landscape, we moved into high-velocity testing focused on mobile (90% of traffic), launching 2 to 4 experiments every month with weekly status meetings to keep the Show Her Off team updated.
The results
The impact
In a span of four months, the team increased the conversion rate of Show Her Off by 40%. The emotional and social appeal of the copy and imagery had a significant impact on site visitors.
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