29 Oct '12, 7am

How a Preview Image Increased a Landing Page's Conversion Rate by 359%

How a Preview Image Increased a Landing Page's Conversion Rate by 359%

A recent A/B test I ran examined how a preview image on a landing page affects the page’s conversion rate. The results of the test were conclusive – a landing page that includes a preview image of the offer had a 359 percent higher conversion rate than a landing page without the preview image. Google’s new “Google Experiments ” for A/B testing was used for this test (read more on setting up Google Experiments here ). Here’s an outline of the steps followed to carry out the A/B test. Following the Rules My test followed the rules prescribed in "8 Rules of A/B Testing – The Art in Marketing Science ". Hypothesis : A landing page with an image will have a higher conversion rate than a landing page with no image. Tested Variable : The existence of a preview image. Success Metric : Conversion rate as measured by the number of form submissions over the number of visits to each p...

Full article: http://searchenginewatch.com/article/2220391/How-a-Previe...

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