We used Google Website Optimizer to test multiple versions of the lead-generation page in order to increase the number of prospects who filled out the form.

An A/B split testing plan was developed with two main variables. One variable was a “safety” image, that let prospects know their information was private, secure and would not be shared. The second variable was page length. A page version was generated that required less information from the prospect, making it easier and less anxiety-provoking to fill in.

The Original Landing Page:

Landing Page Version #2:

This page was identical to the original above, except for the addition of 2 “Privacy Guaranteed” logos. One is at the top of the page, and the other near the bottom, next to the “submit” button:

Showing the “Privacy Guaranteed” here is critical. Note how it is directly under the “submit” button, which is the point at which a prospect has to take an action in order to proceed. When designing and optimizing a conversion process it is critical to give assurances at the point at which a person is taking an action.

Landing Page Version #3:

This page had the same “privacy guaranteed” images that were on version #2. However, this page drastically limited the amount of information collected, only requiring name, email and phone number.

Also note, that the text near the top has been changed, some has been bolded and space has been added for ease of reading.

Experiment Results:

In this test, the original page converted at 0%. Previous tests had shown a 1% conversion rate.

Version 2 converted at 4/82 or nearly 5%.

Version 3, the shortest version, converted 5 out of 73 visitors - nearly 7% of all visitors filled out the lead generation form.

In other words, as a result of some small changes in page design (adding some images) and reducing the information collected, lead generation increased nearly 600%.

Listen Technologies gets an average of $3000 per system sold and approximately 25% of all leads turn into sales. Over the course of a year, this will result in substantially increased revenue.

Testing continues as we try to further increase the conversion rate.

Do you think you can benefit from optimization and conversion tuning? Read my brief page on Landing Page Optimization.