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Posts Tagged ‘landing page optimization’

Make Your Content Useful: How a simple UI change created 74% more page views

September 27th, 2016

When your digital media business depends largely on page views, anything you can do to increase those views also increases the chance of long-term success. For Car & Driver, one set of pages in particular drives a significant amount of revenue – the vehicle research section.

It was true in 2008, when they ran this A/B test, and it’s still true today. In fact, the discoveries from the A/B test here have been carried over through the years into today’s designs.

Here’s some background:

Car & Driver Test Background

The control widget was a simple block of creative on the homepage that linked to the various pages within the vehicle research section.

Car & Driver Test Control

The treatment widget took a different approach. In order to increase engagement with the widget, and eventually page views to the section, the treatment added an element of interactivity via a simple drop-down functionality. In short, they made the content useful to the customer.

Car & Driver Experiment Treatment

The result was a 74% increase in page views in the vehicle research section of the site.

Car & Driver Experiment Results

But what is truly interesting about this test, and illustrates the true value of testing, was that Car & Driver learned something important about their customer. Something so important, in fact, that today, eight years later, this approach is used to create an even more effective page design.

Car & Driver Current Page Design

By simply making a set of links, more useful to the customer, Car & Driver was able to not only increase engagement for the vehicle research section, but they learned a system to give themselves a long-term edge.

Below is the full, downloadable slide presentation for this test.

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The Best Conversion Rate optimizers do NOT make changes to webpages…

August 23rd, 2016

Editor’s Note: For anyone new to this blog, Adam Lapp has been MarketingExperiments’ head of optimization for around three years. He’s been optimizing web paths for much longer, though – somewhere in the ballpark of 10 years. I’ve personally worked with Adam for five years now, and he has, hands down, the most brilliant optimization mind I’ve ever seen.

So naturally, I was thrilled when he sent me a draft of this post for the blog. It’s been a while since Adam took some time out of his busy schedule to write for our blog, but his posts are full of real-world optimization wisdom that many of our readers have found invaluable in the past.

The casual tone of this post may be a little different from what you might be used to on this blog. That’s because I’ve left Adam’s personal writing style, for the most part, intact. This post is written by a true expert and I wanted it to be as directly from the source as possible.

I hope you enjoy. Here’s Adam…

Best,

Paul Cheney

Managing Editor

 

Best Conversion Rate optimizers_Adam

 

I remember I once I designed and ran four tests in a row — two product page tests and two homepage tests — for a Fortune 500 industrial supply company, and lost every time. The designs were solid – better navigation, easier to find buttons, improved copy and value proposition – but they all lost.

When I look back at it, these four tests lost because I was trying to optimize webpages.

So, what the heck am I talking about?

Well fortunately and unfortunately, the probability of a prospect converting begins increasing or decreasing long before they get your website.

Read more…

Grow Digital Subscriptions with 4 Proven Insights

April 21st, 2016

What drives people to sign up for digital subscriptions, especially when similar content can be easily obtain elsewhere for free? To answer this question, MECLABS Institute recently completed a survey of 900 U.S. consumers who spend at least three hours a week reading print or digital news content and earn at least $40,000 annually. Academic and industry experts were also interviewed as part of the research.

The full results are compiled in a MECLABS Executive Series report. However, we’re giving our readers a special high-level look at those results in this post and in this month’s MarketingExperiments 35-minute Web clinic replay, “Digital Subscriptions Boosted: Survey of 900 U.S. news consumers reveals four key insights to increase your subscriber base.” You can also watch an abbreviated, 10-minute interactive Research Brief.

 

Insight #1. Consumers sign up when they understand that a digital subscription will provide them a valuable experience that other products can’t match.

Consider an experiment conducted by a national newspaper. Treatment A focused on the value of subscribing to online news.

Treatment B focused on a discounted entry-level price. While value was mentioned on the landing page, the primary focus was the discount.

  Read more…

Homepage Optimization: Tips to ensure site banners maximize clickthrough and conversion

March 23rd, 2016

Banners take up precious space on landing pages and too often don’t do enough to turn prospects into customers. Yet marketers are forced to work within their constraints.

The latest MarketingExperiments Web clinic outlined how to make every banner a conversion-driving opportunity, because even the smallest changes can make an impressive difference. To prove it, Mike Loveridge, Head of Digital Test and Learn, Humana, Inc., a healthcare insurance provider, presented banner tests from his organization. Take a short break and find out what he discovered here: Site Banners Tested: How minor changes led to a 433% increase in clickthrough for Humana.

Here’s the boon and the bane of banners: They’re often the very first thing that people see when they arrive on the landing page. That means if they aren’t optimally presented, you’re going to lose customers immediately. But optimized banners can drive more prospects than ever before, and it doesn’t take much effort.

Consider this banner that was on Humana’s homepage.

  Read more…

Does Brand Help or Hinder Conversion? The answer is “yes”

June 18th, 2015

Does brand truly drive revenue for every company — even if it’s not Google, Nike or Apple — or is it just a marketing department’s raison d’ê·tre? Is it really as powerful as marketers think it is?

The latest MarketingExperiments Web clinic answers this question with (of course) testing. Be sure to watch it to learn why it’s critical to be thoughtful about how and when you use branding elements.

Consider this anonymized test:

Background: A regional marketing commission.

Goal: To raise awareness of local activities and events, increasing number of travelers and tourist spending in [City].

Research Question: Which sign-up page will generate the most responses?

Test Design: A/B split test

 

The Plain and Simple Control

The Control was a landing page that encouraged people to sign up for a free guide.

 

The New and Improved Treatment

The Treatment added details — font, images and design — that better reflected the brand.

Read more…

Landing Page Optimization: An overview of how one site increased leads by 155%

June 15th, 2015

Simple, direct and bare. When your company and process is known around the world, a blank page with little competing content can not only work, but it can work really well.

Simplicity is key. Take a look at Google’s homepage:

 

What about new visitors? Imagine coming to this page for the first time, with little to no context of the company. What is this company? If I type something in that text box, for example, where will it take me?

Simplicity is not always a key to effective website optimization.

Leaders must grow comfortable with paradox and nuance. Clarity does not equate with simplicity.  Simplicity does not equate with easy.” — Flint McGlaughlin, On the Difference between Clarity and Simplicity.

Simplicity is the reduction of friction, but clarity is the optimization of the message. A simple message is not necessarily a clear message.

Take a look at a test we ran with a physicians-only social network that allows pharmaceutical companies to conduct survey research and promote products to their audience. The goal of this A/B split test was to identify which microsite would generate the most total leads.

Check out the control below. Can you find the value proposition?

Read more…