Daniel Burstein

Landing Page Optimization: 262% increase in lead rate

January 16th, 2013

Here is a test from our Landing Page Optimization online course

Background:  A B2B company offering business VoIP telephone services

Goal:  To increase the number of quote requests

Primary Research Question:  Which quote process will generate more total leads?

Approach: Multifactor split test







By minimizing friction and overcorrecting for anxiety (for example, adding a “Product of the Year” and Better Business Bureau seal, along with copy about “no contracts, zero setup fees …”), the treatment was able to outperform the control by 262.3% in a multifactor test.

You can learn more about this case study, as well as how to reduce anxiety and friction, in the paid MECLABS Landing Page Optimization online course, now in a new HD video format.


Related Resources:

Landing Page Optimization: 3 tools to help you optimize in 2013

Landing Page Optimization: Test ideas for a B2B lead capture page

Landing Page Optimization: Addressing customer anxiety

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.

Categories: Landing Page Optimization Tags: , ,

  1. January 16th, 2013 at 13:49 | #1

    While I did enjoy the article, I don’t see how this is an A/B Test. Isn’t a true A/B test is only supposed to change 1 variable?
    You essentially reworked the entire page. I would bet money that the sole reason you saw an increase in conversion is because on the Treatment all you ask for is email, not their life story such as in the control.

  2. January 21st, 2013 at 12:23 | #3

    Thanks for the great post, Daniel! I love this stuff, wow!

    I can see why people responded positively to the changes — there were fewer boxes to fill out for a quote, and the amount of text on the page is much easier to take in at a glance.

    Keep up the great work; I’m learning so much from these comparisons.

  3. February 12th, 2013 at 11:12 | #4

    Gr8 Daniel your article shows that how landing page make the website for effective and makes better business that’s why we landingpagesdesigns.com/ our Landing Page Designer make Creative Landing Pages

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