Daniel Burstein

Content Marketing: Are users more likely to convert with only one article featured or multiple articles?

October 26th, 2012

Let’s look at a recent content marketing test from the MarketingExperiments Research Directory

Background: After a successful content marketing campaign with Sermo, a MECLABS Research Partner, the MECLABS team wanted to run a follow-up test on the company’s landing page to extract more leads from traffic coming from Fierce Pharma, an industry news site the company had partnered with to conduct surveys

Goal: To increase lead rate on the content marketing landing page

Primary Research Question: Are users more likely to convert with only one article featured or multiple articles?

Approach: A/B multifactor split test



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The control followed many so-called “best practices” of landing page optimization.

However, Jon Powell, Senior Manager, Research and Strategy, MECLABS, and the team decided to add multiple calls-to-action for Sermo’s many other reports.

The team hypothesized that the perceived value of the individual reports would increase when presented alongside a larger selection of content.



To test its hypothesis, the team developed this treatment:


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Each call-to-action drove visitors to alternative reports they could view. The sidebar also gave visitors the option to directly learn about the main offer.



The landing page’s lead rate increased by 197% for returning visitors.


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By increasing the number of available reports, the perceived value of the individual reports may have increased, which offset the increase in friction on the page for returning visitors.

To learn more about this experiment, to see a case study of the content marketing campaign that preceded this test and reduced cost-per-lead by 90%, and to learn principles to help you improve the effectiveness of your own content marketing campaigns, watch the free Web clinic replay – “5 Steps to Effective Content Marketing: How to extract the maximum revenue from your content.”


Related Resources:

Content Marketing: Tactics that have worked for your peers

Conversion Optimization for Content: Publishing site decreases bounce rate 43%

Content Marketing How-to: 7 steps for creating and optimizing content in any size organization

Content Marketing: 3 tips for how to get started

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS Institute Daniel oversees all editorial content coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – working with our team of reporters to dig for actionable information while serving as an advocate for the audience. Daniel is also a frequent speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has more than 15 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

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