Landing Page Optimization: 262% increase in lead rate

By Daniel Burstein On Jan 16, 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

CONTROL

TREATMENT

RESULTS

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 323 posts 125 comments

Daniel Burstein, Senior Director, Content & Marketing, MarketingSherpa and MECLABS Institute. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the marketing direction for MECLABS Institute — digging for actionable discoveries while serving as an advocate for the audience. Daniel is also a 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 18 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

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4 Comments

Brian says 11 years ago

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.

Reply
1. Daniel Burstein says 11 years ago
  
  Thanks for pointing out my error in nomenclature Brian. We will update the blog post.
  
  Please don’t overlook the value of multivariable tests however. You can read more about them at Multivariable Testing — How testing multiple changes simultaneously can save you time, speed up your optimization schedule, and increase your profits
  
  Reply
Aaron Hoos says 11 years ago

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.

Reply
Peter says 11 years ago

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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