Increase Landing Page Performance by 162% – By Kristen Groom

by FeedFront Staff on March 25, 2010

I can hear the sighs now – another article promising to increase landing page performance. While it’s feasible to achieve our success on your own landing page, the extent will likely vary depending on your niche and level of existing optimization.

There are some killer takeaways from our experience so read on to find out what you can do to maximize your landing page performance.

W3i worked with WiderFunnel, a conversion optimization services company that provides everything required to design and execute a conversion rate optimization strategy.

WiderFunnel increased the click-thru rate on one of our highest-volume landing pages by 162% – on the first experiment. Their team analyzed six major factors: value proposition, relevance, clarity, urgency, anxiety, and distraction. After determining what was lacking in the landing page, Google Website Optimizer (a free testing platform offered by Google) was used to setup and flight the test.

Ah, the miracle of multivariate testing – in a matter of one week, WiderFunnel tested 45 different combinations of landing pages, isolating 11 different elements. Now that is efficient optimization. Additionally, Google Website Optimizer automatically determines the smallest sample size necessary to be confident in the results, so traffic is not wasted.

The experiment broke down like this: five style variations dramatically altering the overall look and feel, three copy variations aiming to increase clarity and value proposition, and three demo variations intended to increase clarity of the product offering.

The winning combination

  • Style – the original color palette was not relevant enough for the target audience, which is young and female. Although aware of the demographic, I suspect everyone was a little nervous to go full on feminine. But that’s exactly where the test led us – to some very female-driven designs.
  • Headline – updated headline, highlighting the value proposition of the product and listing the product features.
  • Call to action – added the missing value proposition and significantly increased the size of the download button.
  • Copy – the original copy performed the best.
  • Demo – to improve the clarity of the flash demo (which previews some of the product’s features), a mouse image was added over the buttons to emphasize their function.

Validation

Internal testing on our experimentation platform confirmed the click-thru gains seen with the free testing platform. Combination 2 actually was the highest performer, once revenue was factored in with a 51% lift in earning per click.

Takeaways

Plan. Spend some serious time understanding your audience and then catering to their preferences. Don’t be afraid of big pink buttons. Speak to your audience. Put the value proposition directly in the headline – don’t make it hard to find. And, keep the copy simple.

There are many tools out there, some of them free like the Google Website Optimizer. We highly recommend using a testing platform to run multivariate tests. Also, the analysis and changes can certainly be done without an agency, but we suggest working with a company who specializes in those areas.

Kristen leads the charge in marketing management, optimizing all touch points with consumers, for W3i.

Download the entire FeedFront issue 9 here – http://www.scribd.com/doc/24376105/FeedFront-Magazine-Issue-9
FeedFront issue 9 articles can be found here as well: http://feedfront.com/archives/article002334