I recently came across this article from a Chinese portal, and was quite intrigued by one of the writer’s marketing experiments about his conversion rate, thinking how relevant it will be to a small business, who could probably value creative design more than the message. This leaflet shows that this is not necessarily the case and the message is just as vital, if not more important.
I have briefly translated a portion of the article here.
Version 1: The front of the leaflet displays ‘buy 50 get 50 deals’, a QR code that leads to the company’s WeChat account and the leaflet’s reverse side is filled with all the company’s products, all tagged with the standard “huge discounts” text shoutouts.
Version 2: The front of the leaflet displays ‘buy 50 get 50 deals’, a QR code that leads to the product website and catalogue while the opposite side of the leaflet is filled with all the company’s products all tagged with the standard “huge discounts” text.
Version 3: The leaflet’s front is printed “What Kind of Happiness does $5 Gives You?” and below this are the products with discounts on display. On the reverse side is the company’s logo and slogan.
Version 4: The leaflet’s front is printed “What Kind of Happiness does $5 Gives You?” while on the reverse side is a display of all the products with the “super discount” mode.
Version 5: There is only one side with “What Kind of Happiness does $5 Gives You?”. The reverse side is empty.
These 5 versions of leaflets, each version of which there were 1000 pieces, were given out to two cities. Finally, the test result showed that Version 5 has the highest conversion rate. Of the 1,000 leaflets given out, there were 223 followers gathered, bringing this to a conversion of 25%. The other versions of the leaflets bring in only single-digit conversions.
We then used Version 5 in two more cities, and both also garnered a conversion of approximately 22% – this means that the leaflet design in Version 5 is certainly not just a simple design.
When Version 5 was further pushed out to 25 cities later on, it maintains a 20% conversion rate – something which the traditional flyer cannot achieve.
Intrigued? Read more here.
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