On this case research, we’ll present how we used research-driven CRO (conversion fee optimization) strategies to extend lead conversion fee by 79% for China Expat Well being, a lead technology firm.
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Within the picture beneath, the cell web site view on the left, labeled “earlier than,” is the management ( “A” model) whereas that on the appropriate, labeled “after,” is the optimized web page (“B” model). We performed a cut up take a look at aka A/B take a look at, directing half of the visitors to every model, and the outcome attained 95% statistical significance. Learn on for an outline of the important thing modifications made.
Used a headline with a extra compelling worth proposition
The headline on the management model is “Well being Insurance coverage in China.” If I’m an expat searching for medical insurance in China, at the very least I do know I’m in the appropriate place however I don’t instantly have a purpose to decide on you. I’ve to scroll and infer this from a number of components.
For revenue-generating touchdown pages it’s best to at all times observe the Bauhaus design aesthetic (from structure). Kind follows perform, decoration is evil!
The successful model immediately conveys a compelling worth proposition: “Save As much as 32% on Your Well being Insurance coverage in China,” accompanied by “evidentials” to help this declare — the variety of previous prospects and a related testimonial with a 4.5 star ranking (by the way in which, it’s higher to make use of a default static testimonial somewhat than a transferring carousel).
Because the famed old-school direct response marketer John Caples taught us, “The reader’s consideration is yours just for a single prompt. They won’t spend their useful time attempting to determine what you imply.” What was true in Caples’ 1920s heyday is doubly so within the cell age, when consideration spans are shorter than a fruit fly’s!