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Background and Test Design Experiment ID: Encyclopedia Britannica Location: MarketingExperiments Research Library Research Notes: Background: Well-known company offering an online encyclopedia subscription product Goal: To get visitors to sign up for a free trial Primary research question: Which landing page will have the highest subscription rate? Test Design: A/B split test (variable cluster) 2
Experiment: Control Control Original Landing Page: • The headline does not communicate the value proposition • The “member benefits,” which are primary selling points, are in a separate column, not directly in the customer’s eye path • The images on the left and bottom do not help communicate anything about the service or why they should try it 3
Page 1: Copywriting on Tight Deadlines How
Page 5 and 6: Experiment: Treatment Treatment Tre
Page 7 and 8: Experiment: Results 103% Increase i
Page 9 and 10: ? How can I write effective copy wi
Page 11 and 12: How People Tend to Think SUB STORY
Page 13 and 14: How story connects to the conversio
Page 15 and 16: How story connects to the conversio
Page 17 and 18: Connecting to Copy ? So, how does s
Page 19 and 20: Optimization Summit 2011 Example Wh
Page 21 and 22: Optimization Summit 2011 Example: R
Page 23 and 24: Introduction: The 3-step framework
Page 25 and 26: Step 1: Create your exposition On a
Page 27 and 28: Step 1: Create your exposition The
Page 29 and 30: Step 2: Create your rising action W
Page 31 and 32: Step 2: Create Your Rising Action I
Page 33 and 34: Step 3: Create your climax/resoluti
Page 35 and 36: Step 3: Create Your Climax • Four
Page 37: Thank You Todd Lebo Senior Director

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