resources
Case study: First Rate Squeezes Additional Performance From Fatso Website
Which of the following two landing pages do you think had the higher conversion rate?
The long page with lots of content and relatively busy-looking text, or the short page where the main USPs are summarised concisely above the fold?
Spoiler warning!
Identifying the subscription as a “high-barrier” conversion was pivotal to the success of the experiment. Because users had to provide their credit card details, the decision to subscribe was made significantly harder and thus users were more likely to require supporting information before committing to the trial membership. Users wanted to know more about the service before giving away their credit card details. This is why the longer, more informative page beat the shorter page.
>> Download full case study (pdf)
0 comments:
Leave your comment
Only available to logged-in IAB Members.
