This presentation is part of the MarketingExperiments Blog post, "Landing Page Optimization: Simple, short form increases leads 40%" (http://bit.ly/1Cga7lU). In the blog post, the author discusses how a simple form change led to a 40% increase in leads.

1. Landing Page Optimization
Adding a simple short form increased leads 40%

2. Experiment: Background
Research Notes:
Background: American Sentinel, an accredited online university
Goal: To increase the number of leads captured to speak with an advisor
Primary Research Question: Which treatment will yield the highest conversion rate (i.e., form
completion)?
Approach: A/B test
Experiment ID: TP1702
Location: MarketingExperiments Research Library
Research Partner: American Sentinel University
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3. Value Analysis
C = 4m + 3v + 2(i-f) – 2a
The Control
C
m
v
i
f
a
= Probability of conversion
= Motivation of user (when)
= Clarity of the value proposition (why)
= Incentive to take action
= Friction elements of process
= Anxiety about entering information
Wherein:

4. Control: Value
1. Value of a Click
No value regarding why a visitor may want
additional information.

5. Control: Value
1. Value of a Click
No value regarding why a visitor may want
additional information.
2. Call-to-Action
Current CTA seems secondary and may only
attract attention from highly motivated
prospects.

6. Control: Value
1. Value of a Click
No value regarding why a visitor may want
additional information.
2. Call-to-Action
Current CTA seems secondary and may only
attract attention from highly motivated
prospects.
3. Thought Sequence
Page doesn't effectively guide visitors through a
thought process.

7. Friction Analysis
C = 4m + 3v + 2(i-f) – 2a
The Control
C
m
v
i
f
a
= Probability of conversion
= Motivation of user (when)
= Clarity of the value proposition (why)
= Incentive to take action
= Friction elements of process
= Anxiety about entering information
Wherein:

8. Control: Friction
1. Competing Objectives
The multiple columns, tabs and navigation may
distract users.

9. Control: Friction
1. Competing Objectives
The multiple columns, tabs and navigation may
distract users.
2. Hidden Links
The request link in the persistent top header is
difficult to find among the multiple navigation
bars.

10. Control: Friction
1. Competing Objectives
The multiple columns, tabs and navigation may
distract users.
2. Hidden Links
The request link in the persistent top header is
difficult to find among the multiple navigation
bars.
3. Hidden Call-to-Action
The “Request More Information” button is
buried a the bottom of the page. The button is
small and may not attract users’ attention.

11. Analysis Applied
The Treatment

12. Treatment #1
The majority of the page is identical to the
Control.
1. Short Form
A short request form is located within the eye-
path. It draws attention to the main objective of
the page.

13. Treatment #1
The majority of the page is identical to the
Control.
1. Short Form
A short request form is located within the eye-
path. It draws attention to the main objective of
the page.
2. Call-to-Action
The large red button brings attention to the call-
to-action.

14. Treatment #1
The majority of the page is identical to the
Control.
1. Short Form
A short request form is located within the eye-
path. It draws attention to the main objective of
the page.
2. Call-to-Action
The large red button brings attention to the call-
to-action.
3. Value-infused Copy
The headline shows the value of completing the
form. The instructions reduce friction by
informing prospects of what will happen after
filling out the form.

15. Treatment #2
The majority of the page is identical to the
Control.
1. Call-to-Action
The large red button brings attention to the call-
to-action.
2. Value-focused Copy
This treatment focuses on the benefits of
requesting more information.

16. Results
Conversion
Rate
Relative
Difference
LoC
Control 2.64% — —
Treatment #1 3.71% 3.71% 96%
Treatment #2 2.36% -10.5% 23%
increase in total leads captured
Treatment #1 increased the rate of completed “Request More
Info” forms by 40%
40%

17. Get the takeaways
You can learn more about this experiment on the MarketingExperiments
Blog. There, you can also learn the key takeaways you can use in your testing
efforts, as suggested by one of the research analyst who was instrument in
this test.