A new study released through Marketing Sherpa outlines the process by which the All Canadian Investment Corporation marketing team was challenged to take a nicely performing landing page and make it better.
The challenge with testing is similar to the challenge doctors face – first do no harm. By making changes based on fact, instead of on “gut” you’re less likely to cause adverse affects by making changes.
ACIC wanted to clean up the navigation and design and add customer testimonials to their landing page. They developed 2 new scenarios and ran an A/B/C test to let their users decide which page they liked the best. By testing and measuring the page most likely to convert your traffic the results are much more likely to sustain the lifts in conversion you’re looking for.
The results of their test were very impressive. The “wining” version of the test showed a 58.9% increase in leads generated over the control (or original) page.
Read more about the details of the test over at Marketing Sherpa.
Carrie Hill is the SEO Team leader for Blizzard Internet Marketing where she specializes in optimizing travel, tourism and accommodations websites.