10 landing page case studies to help you optimize your own

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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