Are best practices actually "best" - or rather "common practices"? Justin is testing common 10 best practices on 10 different pages across several industries, and will share his insights.
7. @jtrondeau
COMMON ELEMENTS CHOSEN
FORM FIELD REDUCTION
ACTIVE CTA
TOP LEFT HAND LOGO
OPTION REDUCTION
SINGLE STEP OPT-IN
ADDING‘FREE’
NUMBERS IN HEADLINES
HUMAN IMAGES
SOCIAL PROOF
NO SLIDER
10. @jtrondeau
10 common practices,10 tests,2 industries
Common Practice Converting
Action
Page Type Common Practice
Win?
Winning Variant
Lift
Confidence Total Sample Size
Form Field
Reduction
Opt-in Landing Page Yes 7.42% 99% 6,315
Standard CTA vs.
Active CTA
Clicks Blog Post Yes 25% 98% 4,274
Top Left Logo Opt-in Landing Page No N/A - 2,476
Reducing Options Purchase Sales Page Yes 38.7% 99% 3,239
Single Step Opt-In Opt-in Landing Page Yes 4.8% 96% 5,779
Add FREE to CTA Opt-in Landing Page Yes 14.4% 99% 952 (LM converted
>50%)
Use numbers in
headline
Opt-in OSR Offer Yes 18% 99% 7,143
Use an image of a
person
Opt-in OSR Offer No 18.85% 99% 7,163
Add social proof Purchase Sales Page Yes 5.7% 95% 6,582
Stop using a slider Clicks Homepage Yes 4.3% 93% 9,708
15. Distance = Value
Your Product/Service
AFTERBEFORE
“Good marketing and copywriting
simply articulates the move from the
‘BEFORE’ state to the ‘AFTER’
state…”
24. @jtrondeau
Create a page using a
familiar layout (OMG
TEMPLATES) and
include standard CPs
Get the page baseline. Continue to iterate
and improve.New copy,
dynamic content,etc…
25. @jtrondeau
1. Find a page that isn’t performing up to par.
2. Ask“Would the addition of X improve the
experience?”
Test the variant
If Yes,then…
If No,THEN DON’T
ADD/TEST