landing page testing case study. test scenario k12, a leading provider of home schooling curricula...
TRANSCRIPT
Landing Page Testing Case Study
Test Scenario
K12, a leading provider of home schooling curricula and virtual academies, tapped Tangible Impact to develop highly effective landing pages for their initial entry into the interactive display marketing channel.
The goals of all landing pages were to:
Educate prospects on the K12 product Generate qualified leads for the K12 call center
A combination of all-new page designs and single-variable page iterations were developed and tested to identify the optimal execution.
A series of landing page tests were conducted over successive campaigns.
Test Page #2
Test of All-New Page Designs At launch, two different page designs were tested. Test page #1 produced a 34% increase in conversion through:
Placement of vertical form fields in the upper right, above the fold. Placement of headline text against a dark header for maximum “pop.” Eye-catching image in lower left to engage prospect with key product data.
Test #1 Increased
conversion +34%
Test Page #1
Test of Single-Variable Page Designs
Blue Button Increased
conversion +14%
In this test, focus on a critical page component - the “submit” button – resulted in a 14% increase in conversion. This performance improvement was due to:
Synergy between the button on the banner and the button on the landing page. Heightened contrast of the blue button on the green background.
Test Success
Testing of both all-new creative designs as well as single-variable changes have played a critical role in establishing interactive display marketing as an effective and efficient channel for K12.
Successive tests have resulted in continued improvements in K12’s campaign performance metrics.
As a direct result of rigorous landing page testing, K12’s Page-to-Conversion rate has increased by 30+%, and Cost-Per-Lead has decreased by 30+%.
