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Clean vs. Clutter Internal Site Page Test – Which Version Got 197% More Leads?



WhichTestWon's Analysis: (Click back to see versions A & B)

Version B, the bare-boned demo request page, increased lead generation by 197% at a 96% confidence level.

SuperOffice, a European CRM solution, conducted this test in-house using Visual Website Optimizer. All page traffic saw the test.  The visitors mainly came from internal site pages which had information on the offered software.

The winning variation was one of three total tested layouts. The third option (click here to see it) also beat Version A, the control, by 48.57% but it wasn’t a clean test. There were several changes including tweaked body copy, different newsletter opt-in copy, and testimonials.

We’ve seen time and time again that ‘less is more’ on your key conversion pages. That said we thought this page was a little too lean and were a little surprised that the bare-boned version ended up winning. Specifically the page is too reliant on the visitor to understand the product by the time they land on this page. If this were a PPC campaign landing page, it would likely not have had have seen such a dramatic increase.

Before you go and remove all of the content from your key conversion pages, make sure to run a test with a few variations so you can hit the perfect content/conversion ratio.

Click here to see another clean vs. clutter test.

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Winning Version

B

Reader Guesses:

  • VERSION A
  • VERSION B
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