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What Landing Pages Convert? The Results Are In...
Tyler Banfield, 09-17-2007As some of you may already know, SEOmoz launched a landing page competition two months ago. The purpose of this competition was to create a new landing page for the SEOmoz Premium Membership. Although the original landing page converted well for regular readers of SEOmoz, the conversion rate for visitors that were not familiar with the SEOmoz brand was only 0.05%.
After two months of testing out the entries, SEOmoz finally announced the winner yesterday. Although they had been planning to end the contest after a month of collecting data, due to the close competition between the first and second placed entries, they extended the competition for an additional month.
So, what landing page converted the best? To my surprise (and the surprise of many others), it was the traditional, endless scrolling sales pitch (which converted at 2.55%).
(The full page can be viewed here)
The landing page that gave the winner the closest run was much different (which converted at 2.41%), as shown below:
Although you can learn a lot from these results, I think there is still more testing that should be done. Why do I say this? Although it can't be said without data to back it up, I strongly believe that the second place entry will convert better for "warm" prospects than the winner. Additionally, as the post mentions:
After two months of testing out the entries, SEOmoz finally announced the winner yesterday. Although they had been planning to end the contest after a month of collecting data, due to the close competition between the first and second placed entries, they extended the competition for an additional month.
So, what landing page converted the best? To my surprise (and the surprise of many others), it was the traditional, endless scrolling sales pitch (which converted at 2.55%).
(The full page can be viewed here)
The landing page that gave the winner the closest run was much different (which converted at 2.41%), as shown below:
Although you can learn a lot from these results, I think there is still more testing that should be done. Why do I say this? Although it can't be said without data to back it up, I strongly believe that the second place entry will convert better for "warm" prospects than the winner. Additionally, as the post mentions:
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What would you say is the next step in the process for landing page design with SEOmoz? How would you proceed from here? More testing! You have an ideal situation for doing a Multivariate test following up on the learning from the A/B. I would go back to the fact that the runner-up was getting more people into the funnel but these people converted at a much lower rate than the people that went into the funnel from the winning page. Why? MVT should answer that for you. |
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