1 Boilers are big business for British Gas Every month, tens of thousands of people across Britain land on this page in search of a great deal on a new boiler. For the digital optimisation team, it’s critical to maximise conversion rates on this page. How British Gas increased conversions by 50% A quick EyeQuant test uncovered a couple of potential conversion-killers on the landing page. The £400 offer overshadows key information like: • What will I actually get? • What other benefits are there besides a discount? • The call to action British Gas then started coming up with new designs and tested them with EyeQuant to get immediate objective feedback. The final variants that were deemed worthy of seeing live traffic had 3 things in common: • The offer is instantly cle

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