Intern's Suggestion Boosts Conversions 3x, Despite Revenue Drop
A recent project at a tech company saw an intern's simple suggestion lead to significant improvements, challenging the initial focus on aesthetics over functionality. The team initially enthusiastically pursued a CTA button color change, but the intern's insightful intervention steered the project towards a more impactful direction.
The project began with the Marketing Manager and the VP of Strategy showing enthusiasm for changing the CTA button color. However, an intern pointed out a crucial issue: the button didn't lead anywhere, and the website had performance problems. The team then conducted A/B tests, trying two shades of blue (#007BFF and #338DFF) for the CTA button. After eight hours, they saw a modest 0.03% increase in conversions.
Six months later, a follow-up test revealed a remarkable 3x increase in conversions. The intern, who was not named, had fixed the website's performance issues by cleaning CSS, improving Core Web Vitals, deferring JavaScript, and removing the unnecessary CTA button. The Grand Elder Statesman of Web Design approved the idea, and the team celebrated their success, creating a 10-part blog series and a YouTube documentary.
Despite the initial focus on a minor aesthetic change, the team's eventual focus on performance and user experience led to a significant 3x increase in conversions. However, the celebration was short-lived as the team later discovered a 29% decrease in overall quarter-over-quarter revenue. This experience underscores the importance of prioritizing performance, user experience, and content over small wins.
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