It’s time for yet another marketing intuition contest. If you’re new here, every time we have a new web clinic, we give our blog readers a chance to predict the outcome of the featured test. In our last contest, we chose three winners who correctly predicted which of the two test treatments received a higher conversion rate.
For today’s contest, we’re featuring two treatments that will be discussed in depth in today’s clinic—Negative Lifts: How we turned a 25% loss into a 141% increase in conversion. Register and tune in today at 4:00pm EDT to find out the conclusion to the test here.
What’s at stake this time?
This time we have the same prizes: 3 copies of the book Inbound Marketing, courtesy of HubSpot (who are also generously providing educational funding for the clinic), will go to three intuitive marketers who correctly guess which treatment got a better conversion rate. All you need to do to enter is leave a comment on this blog post stating two things:
- Which treatment you think won
- Why you think it won
The winners will receive a book and also be featured on this blog as marketing experts!
With that in mind, let’s get into it…
Experiment: Background and Design
For this experiment, we were working with a company called Active Network on one of their products, RegOnline. RegOnline is event management software that lets you create online registration forms and event websites to let your attendees register for your events online.
The goal of this experiment was to try to increase the amount of complete leads from free trial sign ups on the homepage.
With that, we put together an A/B multifactor split test that featured the two homepages below:
This version of the home page was two steps. There were two forms to fill out before the visitor could access the software in a free trial.
Treatment B was a three-step process where visitors entered their information into the first form and were then led to a second and third form where they could receive free access to the software. Keep in mind that the goal here is still for complete leads. So we’re only measuring the visitors that fill out both forms.
That said, with the three-step process, we would be able to market to a whole new set of leads until they came back and completed steps two and three.
Which homepage generated more complete leads?
One of these versions of the homepage out-performed the other in terms of completed leads for RegOnline. Which do you think performed better? Why?
- Homepage Treatment A
- Homepage Treatment B
Tell us in the comments for a chance to win a copy of Inbound Marketing.
UPDATE: The Results
At the time of this update, the race is VERY close. So far we have…
- 9 votes for Treatment A
- 8 votes for Treatment B.
And the winner was actually… Treatment A!
Thank you to everyone who voted! It was close but you were right! For the second time in MarketingExperiments’ history, you readers, predicted the correct treatment. Here are the results:
In case you didn’t know, Treatment A was actually a control for the page we were testing and Treatment B was our treatment. In the end, the treatment lost by 24.5%. However, using what we learned from that test, we were eventually able to increase conversion on that page by 141%. If you didn’t get to see the Web clinic yesterday, we’ll have a replay up by the end of next week so that you can see the full story.
For the present though, it’s time to announce our 3 winners.
I should note here that of all the respondents, Ryan was definitely the closest. In the end, we found out that visitors were getting to the page and clicking on “price” in the navigation rather than signing up for the free trial. To finally get the lift on this page, we removed the navigation and channeled the visitor through the value of the product before we revealed the price. Also, it’s interesting that the final winning treatment for this page was a three-step process, which means that in this case 3-steps was actually less friction than 2-steps.
So take a look at what our winners had to say about the page and glean some marketing wisdom: