Quick Win Clinic: The 4 most critical changes you can make to your landing page right now (an interactive working session) Dr. Flint McGlaughlin Managing Director MECLABS
Session Speakers Dr. Flint McGlaughlin – Managing Director, MECLABS Flint McGlaughlin is the Director of MECLABS Group. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group. Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK), as the Chairman of the Board of Governors for St. Stephen’s University, and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.
Experiment #1: Background Experiment ID: Protected Location: MECLABS Research Library Test Protocol Number: TP1484 Research Notes: Background: The company is a luxury home builder attempting to attract golfers to their community. Goal: To increase the amount of leads. Primary research question: Which downloadable asset will produce the highest lead generation rate? Approach: A/B multi-factor split test
Experiment #1 : Control LOGO LOGO Country Club Country Club Country Club COUNTRY CLUB Country Club
Experiment #1 : Control LOGO LOGO Control Treatment COUNTRY CLUB COUNTRY CLUB Country Club Country Club Country Club Country Club COUNTRY CLUB Country Club
Experiment #1 : Results 272% Increase in lead rate The optimized page increased lead rate by 272% Sign-up Stat. Level of Treatment Rel. Diff. Rate Confidence Original 1.84% - - Optimized 99% 6.84% 272.1% What you need to understand : By simply offering a different downloadable asset that held greater appeal for the visitor, the optimized treatment increased the lead rate by 272%.
Experiment #2: Background Experiment ID: N/A Location: Conducted by Previous Summit Attendee Test Protocol Number: N/A Research Notes: Background: Non-profit political organization raising money for the George W. Bush Presidential Center. Goal: To increase the amount of donations generated from this email campaign. Primary research question: Which email message will generate the most revenue? Approach: A/B multi-factor split test
Experiment #2: Original email Top
Experiment #2: Original email Bottom
Experiment #2: Optimized email Original Optimized
Experiment #2: Optimized call-to-action Original Optimized
Experiment #2: Results 139% increase in clickthrough The optimized email increased clickthrough rate by 139% Email Version CTR Rel. Diff. Original 0.8% - Optimized 1.9% 139% What you need to understand : The optimized call-to-action generated 139% more response from recipients (at a 95% LoC) and increased overall revenue from this campaign by 42% .
What you need to understand Key Principles 1. It is not the magnitude of change on the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect.
What is the difference? Control Treatment COUNTRY CLUB COUNTRY CLUB Country Club
What is the difference? Control Treatment COUNTRY CLUB COUNTRY CLUB Country Club
What is the difference? Control Treatment COUNTRY CLUB COUNTRY CLUB Country Club
What is the difference? Original Optimized
What is the difference? Original Optimized
What is the difference? Original Optimized
What you need to understand Key Principles 1. It is not the magnitude of change on the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect. 2. Marketers must learn to see their webpages through the eyes of the customers. Too often we employ company logic rather than customer logic.
Customer Logic vs. Company Logic Market Value Marketer Proposition
What you need to understand Key Principles 1. It is not the magnitude of change on the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect. 2. Marketers must learn to see their webpages through the eyes of the customers. Too often we employ company logic rather than customer logic. 3. When we employ customer logic, we discover simple changes that can have a large impact on the conversion rate of a landing page.
How different are these pages? Control Treatment 99% IN CONVERSION
How different are these pages? Control Treatment LOGO LOGO 78% IN CONVERSION
How different are these pages? Control Treatment No Difference
Today’s Focus Today, we are going examine four simple landing ? page changes that can have dramatic impact on the customer’s mind.
Webpage Headline S IMPLE C HANGE #1: Headlines
Experiment: Background and design Experiment ID: Survey Spot International Location: MarketingExperiments Research Library Test Protocol Number: TP1111 Research Notes: Background: A survey company offering to pay its members to take surveys Goal: To increase qualified survey panelist registrations Primary Research Question: Which panelist registration page will have a higher conversion rate? Approach: A/B multifactor split test
Experiment: Control Top of Page
Experiment: Control Middle of Page
Experiment: Control Middle of Page
Experiment: Control Bottom of Page
Experiment: Control Conversion Heuristic: C = 4m + 3v +2(i-f) - 2a Using our conversion • methodologies, we identified the following potential areas for improving conversion: 1. Reduce Friction (f) by shortening the length of the registration form. 2. Clarify the expression of the Value Proposition (v) by adding a clear headline.
Experiment: Treatment Top of Page New headline added to clarify the value proposition •
Experiment: Treatment ID Headline HL1 Set Up Your FREE Account Today and Start Earning Money! HL2 Get Paid to Take FREE Surveys HL3 Take Online Surveys From Home and Win Cash & Prizes HL4 Get Paid to Fill Out Online Surveys HL5 Surveys – Quick, Easy and FREE HL6 Join the [Company Name] Community and Have Your Opinions Count The level of traffic this • HL7 Win Cash & Prizes for Online Surveys page received allowed us HL8 Get Rewarded for Your Opinion to test 10 different HL9 You’re Invited to Join the [Company Name] Community possible headlines for this and to Earn Rewards For Your Opinions offer. HL10 Here’s Your First Survey, and an Invitation to Join Our Research Community 35
Experiment: Treatment We also reduced • the number of required forms from 24 to 15, significantly decreasing the perceived length of the form.
Experiment: Side-by-side Control Treatment
Experiment: Results 10% increase in registrations The new page design improved the conversion rate by 10.44% CR Rel. Diff. Stat. Conf. Control 26.04% - Treatment (Highest Performing) 28.76% 10.44% 95% What You Need to Understand : By focusing on reducing the length of the form, and strengthening the value through a clear headline, we were able to generate 10.44% more registrations.
Experiment: Results Looking deeper at the results, we were surprised to see some of the treatments performed significantly better than others. This revealed that the difference in conversion did not primarily come from form field reduction, but from the headline. ID Headline Tested CR Rel. Diff. Lift attributed to reducing form XX Control (No Headline) 26.04% - friction. XX [Headline Hidden] 26.81% 2.95% XX [Headline Hidden] 26.92% 3.36% XX [Headline Hidden] 27.14% 4.24% XX [Headline Hidden] 27.35% 5.03% Lift attributed to XX [Headline Hidden] 27.37% 5.12% the headline. XX [Headline Hidden] 27.52% 5.67% XX [Headline Hidden] 27.92% 7.23% XX [Headline Hidden] 27.98% 7.46% XX [Headline Hidden] 27.98% 7.46% XX [Headline Hidden] 28.76% 10.44% Results: Sorted by relative difference in conversion
Test Your Intuition ? Which headline do you think generated the most response? Why? ID Headline Tested HL1 Set Up Your FREE Account Today and Start Earning Money! HL2 Get Paid to Take FREE Surveys HL3 Take Online Surveys From Home and Win Cash & Prizes HL4 Get Paid to Fill Out Online Surveys HL5 Surveys – Quick, Easy and FREE HL6 Join the [Company Name] Community and Have Your Opinions Count HL7 Win Cash & Prizes for Online Surveys HL8 Get Rewarded for Your Opinion HL9 You’re Invited to Join the [Company Name] Community and to Earn Rewards For Your Opinions HL10 Here’s Your First Survey, and an Invitation to Join Our Research Community
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