Control A
Variation B
Variation C
Variation D
Campaign Monitor is an email marketing software company serving over 100.000 customers worldwide. The company wanted to know what landingpage for their advertising banner was most effective.
Hypothesis
Creating a landingpage focussed on the main customers (designers) will lead to more signups.
Results
The landing pages focussed on designers performed much better; the winner is the landingpage with a popup/modal window.
| Test |
Landingpage |
Conversion Rate |
Change |
| A |
Landing page 4: Our home page |
1,52% |
|
| B |
Landing Page 1: Earn money in your sleep |
0% |
-100,0% |
| C |
Landing Page 2: Are you a designer? |
4,34% |
185,5% |
| D |
Landing page 3: Modal-free just for designers |
3,48% |
128,9% |
Learnings
- Marketeers find it hard sometimes to focus on a specific customer segment. This test shows that it can lead to significantly better results.
- The test also proofs the effectiveness of the hotly debated popup/modal windows.
- It also shows the importance of creating a dedicated landingpage as opposed to sending traffic to your homepage. In this test the latter had zero conversions.
Test details
| Test element |
Redesign
|
| Page type |
Landingpage |
| Test date |
April 2009 |
Website information
| Company |
Campaignmonitor |
| Market |
Marketing, Software (SAAS) |
