How to Add 2 Images to a Landing Page and achieve a 54% Gain

So you’ve narrowed down your target group. Now you have to look at the best vehicle to disseminate information for them. When you are looking for the perfect Lead Magnet match for your offer you have quite a few options to chose from to generate leads. Reports, studies and How to-Guides, white papers, case studies, workbooks, educational resource lists and toolkits, video training, email courses, free software trial, free, quick quizzes and interactive surveys, webinar’s and so on and so on.

It’s quite simple to execute –create a Lead Magnet, set up your landing page, attract traffic through adverts online, add a “hello” bar to your website and away you go. But it might require a little more thought…

For example, a lead generation website tasked us with increasing the percentage of visitors that ultimately purchase a product. The test was to discover which landing page would convert more visitors into leads. The client was offering a free guide as a means to capture potential customers contact information. The goal was to increase the amount of visitors that would ultimately purchase the product.

We hypothesized that more people would request the guide if they had more information on the contents so they could decide whether or not to give over their contact information. By adding two simple images on the right column of the webpage, conversions increased by 54%. They also achieved a 97% confidence margin. Observations and conclusions drawn from Googles visitor traffic tracking revealed important information regarding improving their performance.

The additional images allowed the visitor to preview the table of contents of the guide before they had to enter their contact details. This transparency lowered the visitor’s anxiety about sharing their info and translated into more leads for less.

This case study again proves that constantly testing various elements of your site can only improve its overall performance. This is particularly necessary if you are spending money on PPC to drive traffic to your site. If you don’t test, you won’t know and you could be missing out on some significant revenue growth.