Finding the right balance of product and presentation on a landing page that markets multiple products can be a tricky endeavor as products compete for customer attention.
In today’s MarketingExperiments Blog post, let’s look at a recent test that not only increased revenue, but also increased our understanding about customer behavior.
Before we dive in, let’s get a little background research information on the test.
Background: An independent vitamin manufacturer and distributor.
Goal: To increase the total revenue from the page.
Primary Research Question: Which page will generate the highest total revenue?
Approach: A/B multifactorial split test
Side by side
In the experiment, Treatment A used a radio button format for each of the offers featured. In Treatment B, the design was a horizontal layout that let users compare offers.
What you need to know
The radio button layout in Treatment A outperformed the horizontal layout by 70%. The results led to a larger question: Why did a horizontal layout outperform a vertical layout?
One explanation is page layout for multi-product marketing is key to helping you guide customers to the right product for their needs. It does this by giving you the opportunity to help customers compare and contrast among a given set of choices to determine which one is right for them.
Or as Austin McCraw, Senior Director of Content Production, MECLABS, eloquently put it, “The art of marketing is not conversion; it is conversation.”
To learn more about how page layout impacts multi-product marketing, check out the free on-demand Web clinic replay of “Marketing Multiple Products.” You’ll also gain testing insights from the MECLABS research team you can use to aid your own conversion rate optimization efforts.
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