• Marketing Experiments Journal , Tuesday, November 13, 2007 1:15 PM

The MarketingExperiments team serves up an in-depth set of case studies (complete with an audio walkthrough) that shows how tweaking a landing page for message continuity and congruence can greatly improve conversions.

Continuity refers to making sure that each step in the conversion process, whether it's asking for information, getting users to click another link, or sign up for a newsletter, either states or supports the PPC ad message (or value proposition).

Congruence is the idea that every element of the landing page, from the text, to the images, to the logo and overall design, also supports that value proposition.

Using one week-long test, MarketingExperiments was able to show that subtle tweaks like editing headline and body copy for continuity led to a 63% increase in conversions. For congruence, a 24-day test showed that the use of specific images and color schemes cause a 54% increase in conversions. And both tests proved that the site changes didn't have to be radical, time-consuming or costly.

Read the whole story at Marketing Experiments Journal »