Conversion Conference: How We Lifted Lead-Gen Conversions by 300% Through Iterative Testing by Paul...

How We Lifted Lead-Gen Conversions by 300%

Through Iterative Testing

Thanks for coming.

Paul Ryazanov, @paulryazanov #convcon

MATO - approach

Phone number available

Video available

Form above the fold

Testimonials

Core features

Prominent CTA

Auto-play with video

No prominent message

To much “Free”

Features mixed with offers

To much text

Over-optimized

Phone number available

Video available

Form above the fold

Prominent point to the form

Core features

Long tail page just 1 form

“Submit” as CTA

+150% shift

Lesson learned:Testing with 2 versions is not enough

Test long tail with short page

Test with dynamic headers

Less text – more clear

Phone number available

Fast catch for the header

Dynamic text

Fields highlight

Better CTA

Credits to Inc5000

+130% shift

Lesson learned:Clear, relevant, minimal design wins – Message first

Lets test new video

More focus on benefits

Variation for the form

Dynamic header

Video for the preview

Form header

Features highlight

80% shift

Lesson learned:Video is not always a win strategy

Lets step back

Relevant Image

Minimum information

+150% shift

But..

CPA for mobile devices improved

Lesson learned:Track Mobile differently

Lets step back

Get Video

Features like in 1 variation

Video above the fold

Form above the fold

Icons plus more info

Credit to client

Design

Production

120% shift

Lesson learned:Combine components from versions, learn

from other tests

Lets step back

Get relevant image

Features like in 1 variation

Keep the video

130% shift

300% shift

Lesson learned:Optimization goes thru everything

Optimize banner ads

Optimize main website

goes..

From this

to this

In God we trust. Everything else we test.

.Paul Ryazanov

@paulryazanov | fb.com/paul.ryazanov

paul.ryazanov@gmail.com

#convcon