Conversion Optimization Round-up – March 2022

This month we are talking about customer perception, how to optimize your landing and checkout page, and what your potential customers are really looking for.

Did you know that most companies spend about $1 on conversion rate optimization for every $92 spent on customer acquisition! Yes, I’m shaking my head also- that’s crazy. However, the top converting companies spend over 5% of their budget on conversion rate optimization. Ask yourself where do you stand?

Today let’s look at a few great articles from those sites we have come to trust, beginning with Guess the Test asking us what’s more important, time or Money? The Marketing Sherpa shares 3 great case studies, one asking if a contact form on the homepage is beneficial or not. We look at 11 usability tools for landing page performance from Linear Design. And finally, we learn about optimizing your landing page checkout with 5 useful tips from Unbounce.

Time or Money? Which offer converts better?

Guess the Test shares a great test with us. This one has a few flaws. We find the flawed studies just as good to evaluate as the well-done tests. When we review these, we can learn what not to do.

This test is brought to you by a phone company connecting families and friends to those in India. The test aimed around the call to action button with one reading the number of bonus minutes (241) over free credit ($3). Which one do you think faired best?

Guess The Test

Regardless of the outcome, this test was flawed. During the total time of this test, 19,000 PhoneIndia subscribers received emails. 50% of those emails were sent with 25% describing an extra 241 minutes, and the other 25% reading a free $3 credit. The remaining 50% were then sent to the winning call to action button. In turn, this left us without clear results. Traffic needs to be equally allocated and no changes should be made throughout the entire study.

This article also goes on to discuss the “Rule of 100”. In Johan Berger’s book Contagious, he goes into depth saying products should be priced to influence perception, so buyers feel they’re getting the best deal possible. Learn more about this rule and how to ensure you are running precise tests.

Pull The Customer Forward: 3 quick marketing case studies

Ever wish you could tell a customer what to do and they’d actually listen? Yea, we make that same wish all the time. However, that’s not the case. We have to spark ideas and help guide them to where we want them. With a little practice, this process can be achieved.

Take the study done by Century Law Group an injury lawyer firm, they tested two landing page options, one with a number and form to fill out and one with just a number. This result surprised us. The landing page using the form as a clear call to action was the ultimate winner with conversions 53.2% better.

Marketing Sherpa

The reason behind this is those needing the services of a personal injury lawyer have enough on their minds. They need clear direction on where to go to get the help needed. If you’re in a similar industry where emotions run high, be sure to test your landing page using the form method.

Read this complete article for two other interesting case studies from the Marketing Sherpa.

11 Usability Testing Tools to Improve Landing Page Performance

We love this quote from Dana Chisnell Want your users to fall in love with your designs? Fall in love with your users.” This couldn’t be truer. The more you know about your customers and potential customers the more you can generate a page they will use. And in turn a product or service they will buy.

They say the most common user action on a website is to flee it. Liner Design looks at 11 usability testing tools to help improve your landing page. 

Before you dive into this article to find what usability testing tool will work best for you, there are a few things you need to know. Beginning with asking yourself what you want out of it?

The platform you use is dependent on the test you design. Here are a few things to determine.

  1. Narrowing your research questions and your hypothesis
  2. What type of data do you need to collect?

These answers will help you decide what usability testing method you should use.

Below is an example of a CRO (conversion rate optimization) loop used in all tests Linear uses.

Linear Design

Optimize Your Landing Page Checkout Process with These 5 Tips

This article is all about A/B testing (aka: controlled experimentation). Andrew Hon from Medium shares with you a talk he gave to product managers from around the world. He explains the vital reasons why A/B testing is necessary for the growth of your company.

Three main points:

  1. A/B testing is a simple idea that can be simple to apply
  2. Useful for more than incremental optimization — A/B tests can yield deep insight
  3. Fail Fast and Just Test It — A/B tests have the highest ROI of any data activity

Andrew worked for both Disney and Tinder building the A/B test to improve usability and overall growth of the companies. This article takes examples from both. Including, this test from tinder determining what iconography to use.


Make sure to include options to register using an existing Facebook or Google account. This easy sign-up option will add to the number of potential customers willing to sign-up.

This article is loaded with some great stuff you need to know today.

In Summary

We want to close with this great quote from Bryan Eisenberg.

“Trying to increase sales simply by driving more traffic to a website with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes.”

You need to understand what your customers need, and you must deliver. Traffic doesn’t mean conversions. 

See you next month!

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Author: Kurt Philip


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Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

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