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Home Optimization Applied: Learn how to replicate a 331% lift on your own site (Special live optimization Web Clinic)
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Today’s team
Daniel Burstein Director of Editorial Content
Adam Lapp Associate Director Optimization & Research
Jon Powell Senior Manager Research and Strategy
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Background and Test Design
Background: Migraine Treatment Centers of America offers an innovative long-term migraine treatment solution to people suffering from migraines. Goal: To increase leads from the website Primary Research Question: Which value exchange strategy will result in a higher conversion rate? Approach: A/b multifactor split
Experiment ID: MTCA Microsite Test Location: MarketingExperiments Research Library Test Protocol Number: TP1560
Research Notes:
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Experiment: Control
• The control homepage casts a broad net and attempts to capture all lead types with a single message and CTA.
Control
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Experiment: Treatment
• The treatment accounts for three major lead types with three evenly weighted columns.
Treatment
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Experiment: Side-by-side
Control Treatment
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Experiment: Results
Verison CR Rel. diff Stat. Conf
Control 1.6% - -
Treatment 7.0% 330.6%
331% Increase in lead rate The Treatment generated 330.6% more conversions than the Control
What You Need to Understand: By matching the value proposition and CTA to the thought sequence of the three primary prospect types, the treatment generated a 331% higher conversion rate than the control.
99%
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F Key Principles
What we discovered
1. Too often, marketers confuse the objective of a homepage with the objective of a landing page.
2. In most cases, the objective of a homepage should be to get various prospect types on the correct path up the inverted funnel.
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The goal of the Marketer is to move the Prospect Up, Not down, the Funnel.
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g =
9.8
1 m
/s2
1. The funnel is often presented as one potentially useful analogy for marketing. It is in fact, the primary analogy. All marketing should influence a decision.
2. The funnel analogy distorts reality. People are not falling into your funnel, they are falling out. The funnel must be inverted.
3. People don’t travel down the center of the funnel. People are climbing up the sides.
The Inverted Funnel
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(Mi)YES
(Ma)YES Y
Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business
PPC Ad
Landing Page
Sales Call
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
The
Me
ssag
e
The Inverted Funnel
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F Key Principles
What we discovered
1. Too often, marketers confuse the objective of a homepage with the objective of a landing page.
2. In most cases, the objective of a homepage should be to get various prospect types on the correct path up the inverted funnel.
3. One way to accomplish this objective is by shifting our homepage approach to a directory page.
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Control: “Landing Page” Approach
The Goal of a Homepage
Prospect Type 1
Prospect Type 2
Prospect Type 3
Conversion Rate
1.6% General Lead
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The Goal of a Homepage
Prospect Type 1
Prospect Type 2
Prospect Type 3
Conversion Rate
7.0% Lead Type 2
Treatment: “Directory Page” Approach
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Today, we are going to learn how to optimize a homepage through live optimization with our research analysts.
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Live Optimization
http://www.stage-gate.com/
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Live Optimization
http://www.operational-
strategies.com/
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Live Optimization
http://www.utilityanalyticsweek.com/
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Live Optimization
http://create-a-mural.com/
