The document describes various experiments conducted by different teams to improve website conversions and traffic. It provides examples of techniques that worked such as shorter email designs, combination of new email and landing page designs, redesigned websites, event emails, adjusted pay-per-click advertising and landing pages. Specific successes included increased new signups by 180%, click-through rates improved by 12-18%, web traffic increased by 66%, online leads up 50%, number of sales contacts doubled. Strategies that did not work included visual HTML emails and emails with too much content and not enough clarity.

2. How did you improve the
conversion of a Web-site?

3. CONSUMER
WEB
New e-mail and Web
landing-page designs to
up-sell existing users

4. CONSUMER
WEB
New e-mail and Web
landing-page designs.
Shorter e-mail design
performed better: 5.3%
vs. 4.6%

5. CONSUMER
WEB
Combination of new
e-mail and Web landing-
page designs
Increased number of
new sign-ups by 180%

6. CONSUMER
WEB
Based on success of
up-sell campaign, similar
e-mail designs were sent
to inactive users
Click-Through-Rate
improved by 12% over
previous versions.

7. CONSUMER
WEB
Based on success of
up-sell campaign, similar
e-mail designs were sent
to inactive users
Click-Through-Rate
improved by 18% over
previous versions.

8. CLOUD
SOFTWARE
New online display ads,
adjusted Google PPC
structure and new Web
destination pages
improve number of
sign-ups for white-paper
offer.

9. Re-designed creative
and Web destination
pages improve yield by
20% up to 400%
CLOUD
SOFTWARE

10. How was he involved in driving
traffic to the Web-site?

11. Redesigned Web-site
with new narratives
attract new leads.
60% of all new sales
contacts were acquired
through Web-site.
ENTERPRISE
SOFTWARE

12. ENTERPRISE
SOFTWARE
New Web content in
collaboration with
Marketing team results
in 66% increase in Web
traffic in the first 3-
months.

13. ENTERPRISE
SOFTWARE
eMail for events and
white-paper offers:
New on-line leads up
by 50% in the first
4-months
eMail invitations to
events with recognized
analysts out-perform
white-paper offers by
up to 2x.

14. ENTERPRISE
SOFTWARE
eMail and Adwords
campaigns linked
to specific Web
destination pages:
Number of Sales
contacts doubled
within 6-months.

15. Adjustments to PPC
advertising and new
landing-page designs.
Click-Through-Rate
up 74%.
(before: 0.39% after:
0.68% non-weighted
average of all ad-words)
HEALTHCARE
PROVIDER

16. Adjustments to PPC
advertising and new
landing-page designs.
Cost-per-Click reduced
ad costs by 50%
(before: $1.16-2.34
after: $0.60-1.30)
HEALTHCARE
PROVIDER

17. Increased traffic into
clinics by 30%
Store revenues up 21%
HEALTHCARE
PROVIDER

18. What worked? And, what didn’t?

19. LINUX
SOFTWARE
Worked:
New e-mail creative
and Web landing-pages
illustrate value of this
Linux tool.

20. LINUX
SOFTWARE
New e-mail creative and
Web-pages resulted in
lowered Cost-per-
Conversion rate by 24%

21. LINUX
SOFTWARE
Simple, clear benefit
to user made this e-
mail 7-times more
effective.

22. LINUX
SOFTWARE
New e-mail and
narrative improved
conversions on this Web
landing-page by 3x.

23. Didn’t Work:
Too much content, not enough meaning.
Worked:
Clear offer with uncluttered presentation of
“what you get”
Analyst endorsement confirms recipients
choice to try it out.

24. Didn’t Work:
Visual HTML email versions under-performed.
SOCIALWEB
Worked:
Users of this social network preferred the
simpler, all text version by more than 2 to 1.