ReachCustomersOnline.com

Overall, they increased conversions by 38% and increased lifetime value of customers by 60%. They found a 55% difference in conversion power of the worst page and the best page. The best conversion page, however, did not yield the best lifetime value.

Quick results: The less information they asked for, the lower the lifetime value of the customer; spot colors and cartoony logos had little impact; more information caused more conversions when the information was up top in bulleted form; a bulleted list of benefits top right beat out a logo or picture; links to more information dropped conversion rates; highest performing elements were layout, number of questions, order of questions, copy layout, and introductory copy.

Two interesting results: centered registration forms led to more conversions than left aligned. And the copy on the submission button worked best when it was a comparatively long phrase that echoed the main benefit.

Email newsletter includes links to optimal registration page and the software they used to test different registration forms, Optimost. The case study is here. You can sign up for the MarketingSherpa Consumer email newsletter here.

URLs:

http://www.marketingsherpa.com/sample.cfm?contentID=2497
http:/www.optimost.com
http://www.consumermarketingbiz.com/