MindValley Labs Internet Marketing Blog

What I am going to reveal below bor­ders on being unbe­liev­able. I recently con­ducted an A/B test on one of our land­ing pages where all I tested was the cap­i­tal­iza­tion of the first few bul­let points. I am not talk­ing about the head­line but just the intro­duc­tion of the main copy on our land­ing page.

I only did this test because I was short on time and thought it would be bet­ter to test some­thing than to test noth­ing. So, all I did was change the cap­i­tal­iza­tion of four bul­let points that we have towards the begin­ning of our land­ing page (see mages below).

The result?

We boosted the con­ver­sion rate of our land­ing page by 31%! Stun­ning. It turns out that in this case cap­i­tal­iza­tion was the way to go. If you look at the images below the dif­fer­ence is so sub­tle that you might miss it. How­ever, the results are sta­tis­ti­cally sig­nif­i­cant and ever since adopt­ing cap­i­tal­iza­tions in the bul­let points we have sig­nif­i­cantly boosted the con­ver­sion rate of our land­ing page.

Land­ing Page Opti­miza­tion: Win­ning Ver­sion (image below)

Land­ing Page Opti­miza­tion: Los­ing Ver­sion (image below)

Land­ing Page Opti­miza­tion: Results

While the change on our land­ing page was very small, the results had a sig­nif­i­cant impact on the con­ver­sion rate of our site! Once again, only test­ing will help you get a land­ing page to per­form bet­ter and bet­ter.  In our case, we use Click­Muse to help us opti­mize our land­ing pages faster than our competitors.

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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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