Which of the following two landing pages do you think had the higher conversion rate?
The long page with lots of content (version A) and relatively busy-looking text, or the short page where the main USPs are summarised concisely above the fold (version B)?
Increasing Fatso’s Conversion Rate
In this experiment, though the trial membership is free, the conversion process requires the provision of credit card details, which makes this a “high-barrier” conversion – a term First Rate uses to define conversions requiring more than trivial cost, effort or trust.
One of these two pages increased the conversion rate by 4.78% over the other – as measured in a Google Website Optimizer experiment, and had a significant effect on Fatso’s sign-up numbers and their bottom line. Which one was the winner?
To find out – Download the Fatso Conversion Rate Optimisation Case Study.