Landing Page Optimization Tip: How We Boosted The Conversion Rate By 31% in less than a minute

October 19th, 2006 by Mike Read more about Articles, ClickMuse Tests, Conversion Rate, Landing Page Optimization

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.

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:

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.

One Response to “Landing Page Optimization Tip: How We Boosted The Conversion Rate By 31% in less than a minute”

December 7th, 2006 at 7:49 pm Jonathan Mendez
While I agree with the basic idea based on the fact that the capitalization helps user identify relevance when they scan the text, your sample size is so small that your results are not conclusive based on the margin for error. So, it;s a good tip. But your lift is not an honest metric.

MindValley Labs Internet Marketing Blog

Conquer the Web