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Top 5 Tests to Raise Your Landing Page Conversions

Stefan TornquistResearch Director

Tim McAteeSenior Analyst

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Practical Facts Not Opinion: MarketingSherpa Methodology

MarketingSherpa research is gathered from five sources:1. Surveys of 237,000 marketers 2. Surveys of 25,000+ consumers 3. Lab tests and partnered research 4. “Best of” research from 650+ third party

organizations5. Sherpa Case Studies – 800+

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Research Drawn From:

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Landing Page Tests That Work Best

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Conversions

Tests ConductedBetter

Holding steady Worse

PPC Search Dynamic Changes68.2% 12.0% 9.2%

Registration forms tweaked62.9% 14.3% 9.8%

Creative elements tested61.0% 14.1% 11.0%

SEO-landings optimized60.1% 13.6% 11.6%

Mobile email clicks optimized?56.2% 12.8% 7.9%

None of the above 20.9% 12.4% 20.2%

Research Drawn From:

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#1. Dynamic Search Copy

Research Drawn From:

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#2. Registration Form Tests

Research Drawn From:

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22%!

Research Drawn From:

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#3:Creative Elements

Why do art directors love white type on a black background so much? Is it because they don't read words on the page so they don't expect anyone else to either? Unfortunately, conversions require more than hip-looking graphics. Ok, sometimes hip graphics work.

Creative Rule of Thumb: Make eyeflow easier.

Research Drawn From:

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Eyeflow and Columns

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31%

55%

13%1% 0% 0%

26%

48%

22%

1% 2% 1%0%

10%

20%

30%

40%

50%

60%

1 2 3 4 5 6

Email ad Search

Research Drawn From:

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Eyeflow and Typeface

Oh and by the way, if your type is colored anything but black(and blue for hotlinks) people will have a harder time reading it. This is a Verdana 12, bigger than that used on most sites, in a dark gray. Very popular in the blog world.

Why do art directors love white type on a black background so much? Is it because they don't read words on the page so they don't expect anyone else to either? Unfortunately, conversions require more than hip-looking graphics. Ok, sometimes hip graphics work.

Can you read this typeface? Sure, but only because it’s blown up in PowerPoint. The average person over 40 won’t have an easy time in the real world. Yet it’s still one of the most popular font/size combinations online –Verdana 10pt.

Hello and welcome to my lovely headline, which might impress you tremendously except for the

fact that it's centered, so no one can read it .

Research Drawn From:

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Eyeflow and Buttons

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Research Drawn From:

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#4. Organic Search Landings Optimized

Research Drawn From:

To Homepage

21%

To Interior Pages79%

Traffic from Search Engines

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Example SEO Campaign

Research Drawn From:

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Example SEO Landing Page

Research Drawn From:

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#5. Re-Design for Mobile

Research Drawn From:

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Mobile Version

Research Drawn From:

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If You Can Do Nothing Else… Budget for Analytics and Testing

48% Can’t do any a/b testing44% Can’t measure LP test results40% Only test at launch & leave forever16% Don’t share test results w/ agency

Research Drawn From:

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Scariest Data Point:

18% say “No One Knows Our Landing Page

Results”

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Research Drawn From:

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Biggest Tip: Measure Landing Pages Based on Final KPIs (Not Interim Clicks)

Alternate LPs Tested August 2007

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Research Drawn From:

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Results: Winner

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Research Drawn From:

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MarketingSherpa Second Edition Landing Page Handbook

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