Updated Brand

Original Site: cluttered, confusing, no incentive, or urgency.

Starting Point
Multiple Custom Landing Pages
Increase:
Clarity
Incentive
Relevance
Value Prop.
Urgency
Continuity
v.1
v.1a
v.2
v.3
2.60%
Conv.Rate
4.28%
Conv.Rate
2.92%
Conv.Rate
6.22%
Conv.Rate
Eliminate:
Anxiety
Friction
Confusion
Clutter
Test, test, test.
We learned more
from our losing tests,
than from our tests
that out performed
the control.
Testing

Headline Test Example. 23.8% Increase in conversion.
Winning.
v.8c
12.57%
Conv.Rate
Landing page has continuously
beat every A-B split and
multivariate test to date.
3rd party
transactional
assurances
Friction reducing
risk reduction
REAL video
testimonials to
build trust
Tested byline Value
prop enhancement
Tested strong
action taking
CTA
Time sensitive
urgency element
SEM

July - Sept. 2010 212 leads | $27.50 per lead

Oct - Dec. 2010 1,390 leads | $21.28 per lead

2011
July - Sept.
8,712 $18.11
LEADS
PER LEAD
July 2010 Sept. 2011
SEM - Ads