Page 93 - eCommerce Made Easy - Training Guide
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Simcity.com
Simcity.com is the microsite for the latest “Sim City” game, and it’s owned by
Electronic Arts. The site was created to highlight the features of the game and as a
place to buy it.
Digital sales made up 50% of total sales for the game, so far on multiple venues.
The objective was to promote the game and increase digital sales through
Electronic Arts’ “origin” digital delivery service.
Electronic Arts’ marketing team ran an A/B test and wondered if they could
increase conversion by removing a big promotional banner that was taking up
too much space, which moved more important information about the game
higher on the page, so they did.
Results: they saw an incredibly fast 43% increase in conversion by removing said
promotional banner.
Page 92
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