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CRO (Conversion Rate Optimization) Q&A
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The famous copywriter John Caples observed “The headline is the most important part of an ad”. If he were alive today, he would agree that a headline is also the most important part of a landing page. Just changing the headline and nothing else can often result in a significant conversion lift. In one test John conducted, the winning headline outperformed the control by a factor of 19! N-I-N-E-T-E-E-N times more reve Read more
Summary
In this case study we show how we used research-driven CRO (Conversion Rate Optimization) techniques to increase lead conversion rate by 79% for China Expat Health, a lead generation company.
The mobile site view on the left labeled ‘before’ is the control ( ‘A’ version) while that on the right labeled ‘after’ is the optimized page (‘B’ version). We Read more
Excerpted from the book Making Websites Win by Karl Blank.
Some products or services—particularly those that are complex—can be hard to describe. When such products are sold using a traditional brand-marketing approach, the results are often disastrous. The visitors don’t buy because they don’t understand what they’ll get.
Examples
• Unclear branding waffle : “Music, Read more
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