10 landing page case studies to help you optimize your own
Post on 17-Oct-2014
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Is your landing page up to snuff? Are you optimizing and honing on a monthly basis to ensure your website traffic is converting at the highest possible rate? You should be. And this presentation will give you 10 examples of businesses that have done it right. We'll give you a breakdown of these 10 case studies, showing you the before and after of tests from every sector and businesses like yours. Here's 10 Landing Page Case Studies to Help you Optimize your OwnTRANSCRIPT
10 Landing Page Case Studies
to Help you Optimize your Own
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#1
Tester: EA Games
Goal: Increase conversions and drive revenue
Hypothesis: Changing the way an offer banner on
the page is displayed will cause the CTA to be further up the page, and drive more purchases and increase revenue.
Original Page Tested Page
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Result
EA was right, but for the wrong reason.
They ran several tests, and found that rather than raising the CTA, it was eliminating the offer altogether (as seen in the tested image) that
increased conversions by
43.4%
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#2
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Tester: B2B company Iron Mountain
Goal: Increase the quality of leads generated
Hypothesis: Revamping the lead generation form
will improve lead quality and drive more revenue.
Original Page Tested Page
They calculated the number of high quality leads (i.e. those who submitted complete, relevant
information) in comparison to the total number of leads generated (i.e. total number of forms
submitted).
Optimizing their entry form resulted in 140% improvement in lead quality.
Result
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Tester: ComScore
Goal: Increase the number of leads generated
Hypothesis: Improving brand validation and
social proof will increase the number of leads generated. To test this hypothesis, ComScore opted to put greater emphasis on client testimonials.
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#3
Original Page Tested Page
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Result
The small addition of the Microsoft logo improved ComScore’s brand authority and the trust of their
landing page traffic.
The addition improved conversions on the page by
69%
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Tester: SaaS company 37Signals’ “Highrise”
product page
Goal: Increase page conversions
Hypothesis: Including a picture of a smiling
woman instead of a white background will increase the page’s appeal and overall conversions
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#4
Original Page Tested Page
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The appealing and personable image of a smiling girl increased the page’s conversion rates by
102.5%
Result
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Tester: L’Axelle
Goal: Increase page conversions
Hypothesis: Changing their page’s headline
from “comfort oriented” - selling on people feeling relaxed - to “action oriented” - selling on solving a problem - will increase conversions on their CTA.
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#5
Original Page Tested Page
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The action oriented headline and copy increased conversions by 93%, to
38.3%.
This means that their page was converting around 1 of every 5 visitors. It’s now converting more than 1 of every 3.
Result
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Tester: BaseKit
Goal: Increase Conversions from Pricing Page
Hypothesis: Accentuating the prices, CTA, and
providing a customer testimonial will improve conversions.
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#6
Original Page Tested Page
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The bolder look, clearer pricing, nicer design and customer testimonial achieved a
conversion rate increase of
25%
Result
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Tester: Performable
Goal: Increase page conversions
Hypothesis: Making the simple change of going
with a red “Get Started Now!” CTA vs a green CTA will increase conversions.
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#7
Original Page Tested Page
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CTA button color is incredibly easy to test. In this instance, going from green to red
increased conversions on the page by
21%
Result
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Tester: Express Watches
Goal: Increase page conversions
Hypothesis: To combat the ever-present fear of
counterfeit watches in their sector, Express Watches hypothesizes that changing their “Never Beaten on Price” image to a “Certified Seiko Partner” image will increase conversions.
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#8
Original Page Tested Page
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In industries where a lot of fraud exists, this test is absolutely worth doing.
The change from a deal-focused page to an authenticity-focused page increased
conversions by
107%
Result
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Tester: 1-800-DENTIST
Goal: Increase page conversions
Hypothesis: Knowing that users become more
interested the deeper they are in the sign-up funnel, they hypothesize that making the initial step as easy as possible (removing form fields) will decrease bounce rates and increase conversions down the road.
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#9
Original Page Tested Page
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Shortening the first step of the sign-up funnel increased conversions by
23.3%
Result
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Tester: Shipping Company OpenMile
Goal: Increase lead generation
Hypothesis: Changing several variables on the
landing page, including making it more focused on a contrasting CTA, mentioning “free” more frequently and removing a badly-contrasted image, will increase generation of leads.
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#10
Original Page
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Tested Page
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Focusing attention on the red CTA (as well as contrasting it against the teal
background), highlighting the word “Free”, and removing a distracting image (though not always best practice) improved lead
generation on this page by
232%
Result
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● https://www.optimizely.com/customers/customer-stories● https://blog.kissmetrics.com/100-conversion-optimization-
case-studies/
Sources:
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to Landing Pages
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