Landing Page Optimization: How credibility boosted sign-ups by 45%
October 3rd, 2006 by Mike Read more about Articles, ClickMuse Lessons, ClickMuse Tests, Copywriting, Creating Trust Online, Landing Page Optimization, Split TestingVisitors to your website who don’t know your brand have very little reason to trust you. So, establish credibilit BEFORE communicating potential benefits.
How do you establish credibility? Let your potential customers know that you already have a lot of satisfied customers! This is what we did in the ClickMuse test below. We simply changed the introductory sentence. Everything else was the same. See the highlighted text in the images below.
The result? A 45% improvement in our signup rate!
The winning landing page

The losing landing page

The winner vs. the loser stats

Imagine if your signups increased by 45%, how much more money would you have made?
We achieved this result with almost no effort! We did not even change the main headlines. We just focused on optizing the first main sentence of our copy.
Would we have ever guessed that the outcome could be this dramatic? Of course not. That is why we love to do our A/B testing with ClickMuse because it makes it super fast and easy to rapidly test two versions of any page at the same time.
Recent posts by Mike
- What Does Your Order Button Say?
- Will Knol Rule The Search Engines? First Analysis Indicates...It Just Might
- Are small businesses dropping out of AdWords?
- How I Got on The First Page of Google With My Last 4 Blog Posts in a Row
- AdWords Conversion Tracking - The Ultimate Guide
About the Author
Prior to MindValley Media, Mike was the Head of New Ventures Strategy at eBay where he conceived of the strategies that led to the investment in Craigslist, the launch of Kijiji.com and the acquisition of Skype.
Mike has an MBA from Stanford and previously worked for the Boston Consulting Group. He is also a certified Google AdWords Professional.
Check out other posts by Mike
If you liked this article, here are some related posts:
- Landing Page Optimization Tip: How We Boosted The Conversion Rate By 31% in less than a minute
- Landing Page Optimization: How credibility boosted sign-ups by 45%
- Landing Page Optimization - Targeted Headlines Alone Can Easily Double Your Conversion Rate
- Landing Page Conversion Rate: The Power of Quotation Marks
- Landing Page Optimization - The odd impact of a red arrow
If you want to see what's in the private lab...
Ask yourself... which part of your business would you most like to improve?
I can send you 7 tactics related to your specific needs, if you like.
You don't have to buy anything, just take it as a backstage pass into our private course.
Will it give you the solution you've been waiting for?
There's only one way to find out.



Mike Reining
Vishen Lakhiani
Well done, this site is really great. Just wanted to say hello, keep up the good work!