I was reading BJ Wright’s SEO blog and he had a very interesting post about how a simple change on one of their landing pages increased their conversion rates 84%!
The change the picture they used of a dog. Everything else was the same except the picture of the dog. I beleive the second version (see BJ’s post) converted better not as much becasuse of the dog but the position of the dog. In version one he’s looking right at you so you focus on the dog. Version two the dog is looking at the form so your eyes drift to the form which must snap people from lookning at the dog and thinking oh yea pet insurance…I’ll fill out the form.
Aside from the fact this illustrates on how every little thing counts when putting an ad together even more importanlty it underscores the importance of testing. As I mentioned before in my post about the importance of testing in Internet marketing, BJ’s post is a shining example of how important it is to test.
Had they just gone with the one dog picture instead of testing two they would have had not had a landing page converting 84% better! I bet they’ll be using even more dog pics, cat pics, brid pics, etc. to keep testing and keep improvement their conversion rates.
