In this case study, we’ll show how we used research-driven CRO (conversion rate optimization) techniques to increase lead conversion rate by 79% for China Expat Health, a lead generation company.

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In the image below, the mobile site view on the left, labeled “before,” is the control ( “A” version) while that on the right, labeled “after,” is the optimized page (“B” version). We conducted a split test aka A/B test, directing half of the traffic to each version, and the result attained 95% statistical significance. Read on for a description of the key changes made.

Before-and-after screenshots of the mobile version of ChinaExpatHealth after a marketing test.

Image Credits: Jasper Kuria

Used a headline with a more compelling value proposition

The headline on the control version is “Health Insurance in China.” If I am an expat looking for health insurance in China, at least I know I am in the right place but I don’t immediately have a reason to choose you. I have to scroll and infer this from multiple elements.

For revenue-generating landing pages it is best to always follow the Bauhaus design aesthetic (from architecture). Form follows function, ornament is evil!

The winning version instantly conveys a compelling value proposition: “Save Up to 32% on Your Health Insurance in China,” accompanied by “evidentials” to support this claim — the number of past customers and a relevant testimonial with a 4.5 star rating (by the way, it is better to use a default static testimonial rather than a moving carousel).

As the famed old-school direct response marketer John Caples taught us, “The reader’s attention is yours only for a single instant. They will not spend their valuable time trying to figure out what you mean.” What was true in Caples’ 1920s heyday is doubly so in the mobile age, when attention spans are shorter than a fruit fly’s!

Originally published at techcrunch.com

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