Landing Page Optimization case study compares people vs product

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Learn how Overnightprints.com, one of the leading online printers of customized printed products in the United States and Europe, improved the conversion rate of its web traffic to one on its main landing pages for business card printing services through Landing Page Optimization.

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Landing Page Optimization
for Online Sales Lift
The 7 Critical Steps for
Conversion Optimization Success
Chris Goward
Co-Founder & CEO
WiderFunnel
@chrisgoward

Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Presenter: Chris Goward, Co-Founder & President

• Marketing strategist & entrepreneur

– First website build: 1994

• Developed WiderFunnel’s processes,
including the LIFT Model™ & Kaizen

• In demand as a speaker globally:
San Francisco, New York, Las Vegas,
Chris Goward London, Copenhagen, Frankfurt, etc.
Co-Founder & President
WiderFunnel • Upcoming Conversion Optimization
@chrisgoward book by Wiley
– For first release news, sign up for the blog
at: www.widerfunnel.com/blog

Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Knowing what to test: Using the LIFT Model™

Clarity
Relevance
TM

Urgency
Distraction
Anxiety

(Note: For more, search “WiderFunnel Lift”)

Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Control

Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

1. Value Proposition: Blurry copy
LIFT™ Analysis points undermine message

2. Clarity: White copy under-
performs on black on white

3. Clarity: Intro bullets do not
specify the difference between
ONP and other printers

4. Clarity: No indication near CTA
how long the design and/or
printing process will take

5. Distraction: Unrelated offers in
right column and products in left
column clutter the page

6. Clarity: Secondary newsletter
signup CTA takes primary
location
7. Value Proposition: “Unique”
in-bullet point may not be a
compelling selling point for the
paper

8. Clarity: Button copy contains
no verbs
Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

LIFT™ Analysis

9. Clarity: Unclear what
differentiates the two designer
tools

10. Clarity: The images may be
polarizing and, in some cases,
reduce conversions

11. Clarity: The bottom two CTA
options are below the fold

Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

A/B/n SwapBox Placement

Variation A

SwapBox Variation B

Variation C

Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Variation A

Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Variation B

Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Variation C

Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Guess which Test Variation won?
B
A

C
Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Winner is Variation B – 210% lift!

Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Controlled Test Result

Marketing Insight!
Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Special Announcement #1

ConversionSkills.com launched!
•

Go to: ConversionSkills.com

Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Special Announcement #2

New Book!
Conversion
Secrets
Revealed

Sign up for a free chapter:
YouShouldTestThat.com

Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Want to increase your conversion rate?
• Email: Hello@WiderFunnel.com
• Or call +1 (604) 800-6450
Tweet this: @chrisgoward #CRO
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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