Landing Page OptimizationAdding a simple short form increased leads 40%

Experiment: Background

Research Notes:

Background: American Sentinel, an accredited online university

Goal: To increase the number of leads captured to speak with an advisor

Primary Research Question: Which treatment will yield the highest conversion rate (i.e., form completion)?

Approach: A/B test

Experiment ID: TP1702Location: MarketingExperiments Research LibraryResearch Partner: American Sentinel University

Value Analysis

C = 4m + 3v + 2(i-f) – 2a

The Control

C m v if a

= Probability of conversion= Motivation of user (when)= Clarity of the value proposition (why)= Incentive to take action= Friction elements of process= Anxiety about entering information

Wherein:

Control: Value1. Value of a ClickNo value regarding why a visitor may want additional information.

Control: Value1. Value of a ClickNo value regarding why a visitor may want additional information.

2. Call-to-ActionCurrent CTA seems secondary and may only attract attention from highly motivated prospects.

Control: Value1. Value of a ClickNo value regarding why a visitor may want additional information.

2. Call-to-ActionCurrent CTA seems secondary and may only attract attention from highly motivated prospects.

3. Thought SequencePage doesn't effectively guide visitors through a thought process.

Friction Analysis

C = 4m + 3v + 2(i-f) – 2a

The Control

C m v if a

= Probability of conversion= Motivation of user (when)= Clarity of the value proposition (why)= Incentive to take action= Friction elements of process= Anxiety about entering information

Wherein:

Control: Friction1. Competing ObjectivesThe multiple columns, tabs and navigation may distract users.

Control: Friction1. Competing ObjectivesThe multiple columns, tabs and navigation may distract users.

2. Hidden LinksThe request link in the persistent top header is difficult to find among the multiple navigation bars.

Control: Friction1. Competing ObjectivesThe multiple columns, tabs and navigation may distract users.

2. Hidden LinksThe request link in the persistent top header is difficult to find among the multiple navigation bars.

3. Hidden Call-to-ActionThe “Request More Information” button is buried a the bottom of the page. The button is small and may not attract users’ attention.

Analysis Applied

The Treatment

Treatment #1The majority of the page is identical to the Control.

1. Short FormA short request form is located within the eye-path. It draws attention to the main objective of the page.

Treatment #1The majority of the page is identical to the Control.

1. Short FormA short request form is located within the eye-path. It draws attention to the main objective of the page.

2. Call-to-ActionThe large red button brings attention to the call-to-action.

Treatment #1The majority of the page is identical to the Control.

1. Short FormA short request form is located within the eye-path. It draws attention to the main objective of the page.

2. Call-to-ActionThe large red button brings attention to the call-to-action.

3. Value-infused CopyThe headline shows the value of completing the form. The instructions reduce friction by informing prospects of what will happen after filling out the form.

Treatment #2The majority of the page is identical to the Control.

1. Call-to-ActionThe large red button brings attention to the call-to-action.

2. Value-focused CopyThis treatment focuses on the benefits of requesting more information.

Results

Conversion Rate

Relative Difference

LoC

Control 2.64% — —Treatment #1 3.71% 3.71% 96%Treatment #2 2.36% -10.5% 23%

increase in total leads capturedTreatment #1 increased the rate of completed “Request More Info” forms by 40%

40%

Get the takeaways

You can learn more about this experiment on the MarketingExperiments Blog. There, you can also learn the key takeaways you can use in your testing efforts, as suggested by one of the research analyst who was instrument in this test.