A while ago, we ran a landing page split test for Rugby Bricks.
We asked people for their first name and email address on one form.
And just their email address on the other.
Numbers: Removing our ask for their first name doubled our conversion rate from 1.05% to 2.06% and dropped our cost per lead from $.39 to $.28.
Those results were achieved with a sample size of ~5,000 landing page visits, so you’d have to assume those numbers are sound.
And so far, touch wood, this change has made no difference to the lifetime value of our mailing list subscribers.
Notes:
Nothing complicated here – all we did was remove a little friction.
A possible downside is a drop in the quality of our leads, which means they’ll be less likely to open our emails or buy from us in the future – so far, that has yet to happen.
When marketing, it helps to ask how much work I want my customer to go through to buy from me. You can view work as the price you’re asking them to pay to become your customer.
Generally, the more someone is willing to pay to give you their custom, the more custom they will give. Hence, an email subscriber is worth more than a Facebook follow, and a Facebook follow is worth more than a Facebook like etc..
Want to boost your conversion rates without complicating things? At K&J Growth, we help businesses optimise their landing pages and marketing strategies for better results. Get in touch today and let’s make your conversions work harder for you.
Contact us here: K&J Growth
For more insights and tips, connect with us on LinkedIn: K&J Growth
Make sure to check out our Co-founder on LinkedIn too: Kale Panoho
