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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.
