An Experiment in Landing Page Optimization

A web clinic conducted in June by MarketingExperiments provided an in-depth look at multivariate testing and landing page optimization in action. This summary illustrates the impact of friction vs. incentive and how to find the right balance.

Friction is defined as psychological resistance to a given element in the sales process. This resistance is created by requiring visitors to fill out a form or take a similar step to obtain an item of value. That item of value is the incentive, or an appealing element introduced to stimulate a desired action.

Since completely eliminating friction would result in no information for your sales efforts, it is important to find the right form length, call to action and incentives to provide maximum conversion and prevent drop-off. MarketingExperiments examines how the item offered, the landing page layout and the difficulty of a form can impact conversion rates.

The report is definitely worth the read for marketers who rely on landing pages to convert visitors to prospects.