On a webpage, the visitor experience begins and ends with the slightest movement of a finger. Potential customers can terminate our existence in a matter of seconds when first arriving to our website. Getting a new visitor to not only stick around for more than seven seconds, but to actually take an action can be like ice skating up hill.
But this is nothing new for most of our blog readers out there, and today we would like to test your marketing intuition on a landing page experiment we recently ran with one of our research partners (and like last time there will be a prize).
Background: The company we were working with provides end-to-end market solutions for small- and medium-size businesses. As you will see in the pages below they offer access to mailing lists and leads. The page we tested received most of its traffic from PPC ad campaigns using more “generic” search terms. Its primary objective is to generate as many form completions (or leads) as possible.
Test Design: This was a simple A/B/C/D multi-factorial test focused on strengthening the communication of the value proposition. Here are the page versions (click to zoom in):
Control: Treatment 1:
Treatment 2: Treatment 3:
Results: So now that you understand the experiment background and have seen the treatments, can you spot which page performed the best? Before we reveal the results, here’s a chance to test your own marketing intuition (one person’s intuition will get them a chance to have their own landing page optimized live by Dr. Flint McGlaughlin on today’s web clinic – normally priceless).
1. Which page generated the most form completions?
- A. Control
- B. Treatment 1
- C. Treatment 2
- D. Treatment 3
UPDATE: Treatment 1 (option B) was the winner. It performed 201% better than the control. Congratulations to Flavio from Q-11.de, the only correct response we received. Subscribe to the MarketingExperiments Journal to be notified when the web clinic replay and research brief are available so you can see the correct answer, the results of the other treatments, and how these experiment can help you shape your own marketing campaigns.