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Online Testing: Microsite A/B split test increases lead rate 155%

Plenty of marketers use microsites to communicate the value of specific products or services to potential customers.Answering this content question was at the heart of a recent experiment. In today’s MarketingExperiments Blog post, we’ll take a look at how the MECLABS research team reduced the content on a microsite, resulting in a 155% conversion increase.Background: A physician-only social network that allows medical product companies to conduct firsthand research on potential purchasers.In the control, the research team hypothesized the original page was designed to connect visitors with all of the information they might need to make a decision.In the treatment, an alternative design of the microsite was tested that integrated the majority of the information into a single page.The treatment design also focused on integrating essential product and company information into a long-copy strategy while consolidating remaining information on one separate page.The change in the amount and sequence of microsite content resulted in an increase in leads without negatively affecting SEO. You can watch the full free Web clinic, “Microsites Tested,” to see Jon Powell, Senior Manager of Research and Strategy, MECLABS, reveal the two most common design mistakes that can impact conversion. Categories: Analytics & TestingTags: conversion rate optimization, increase conversion, landing page optimization, marketing strategy, microsite testing, site design, site optimization

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24 Aug
Jason Acidre @jasonacidre
Online Testing: Microsite A/B split test increases lead rate 155% http://t.co/hJz15aZYku