MindValley Labs Internet Marketing Blog

Vis­i­tors 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.

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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 Reining

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