Post by huangshi715 on Feb 15, 2024 3:16:39 GMT -5
When running A/B tests for a client (an air purification company), Andrew just wasn’t seeing impressive conversion lifts. His solution was drastic: “Rather than continue to test this page to achieve marginal improvements with diminishing returns, we took a step back and re-built the page from the ground up.” The original landing page promoted community relationships and intangible benefits of local contractors. hvac-a-cropped Click for larger image. But ultimately, that’s not what people cared about. “We had to challenge our assumptions,” Andrew says about the variation they created. “We achieved higher phone and email lead conversion rates by reducing the fluffy content and focusing on the consumer benefits: special offers, reliability, flexibility and peace of mind.
hvac-b-cropped Click for larger image. Variation B (pictured above) was rebuilt with: More consumer-friendly offers positioned more prominently on the page Dynamic text replacement in the headline to Japan Email List match the AdWords and Bing Ads search terms Less text and more imagery to communicate benefits, selection and offers Re-iteration of the primary CTA at the bottom of the page for people that scroll below the fold The new version was cleaner, lighter and less dense. And it delivered. According to Andrew, the new page converts seven times better than Variation A for email leads and four times better for phone leads. Scrap it and start over.
CLICK TO TWEET 3. Test for metrics that matter When working on a lead gen project for a mortgage company, Theresa Baiocco of Conversion Max wasn’t only looking to increase conversions. She wanted to increase profitable conversions. To do this she needed to segment the most valuable leads (those that resulted more often in a sale) and convert them. She ran an A/B test where she tested which CTA appeared first: Variation A had the phone number appear above the fold, whereas Variation B had an email opt in form appear more prominently.
hvac-b-cropped Click for larger image. Variation B (pictured above) was rebuilt with: More consumer-friendly offers positioned more prominently on the page Dynamic text replacement in the headline to Japan Email List match the AdWords and Bing Ads search terms Less text and more imagery to communicate benefits, selection and offers Re-iteration of the primary CTA at the bottom of the page for people that scroll below the fold The new version was cleaner, lighter and less dense. And it delivered. According to Andrew, the new page converts seven times better than Variation A for email leads and four times better for phone leads. Scrap it and start over.
CLICK TO TWEET 3. Test for metrics that matter When working on a lead gen project for a mortgage company, Theresa Baiocco of Conversion Max wasn’t only looking to increase conversions. She wanted to increase profitable conversions. To do this she needed to segment the most valuable leads (those that resulted more often in a sale) and convert them. She ran an A/B test where she tested which CTA appeared first: Variation A had the phone number appear above the fold, whereas Variation B had an email opt in form appear more prominently.