1. Landing Page Testing Case Study

2. Test Scenario  K12, a leading provider of home schooling curricula and virtual academies, tapped Tangible Impact to develop highly effective landing pages for their initial entry into the interactive display marketing channel.  The goals of all landing pages were to:  Educate prospects on the K12 product  Generate qualified leads for the K12 call center  A combination of all-new page designs and single-variable page iterations were developed and tested to identify the optimal execution.  A series of landing page tests were conducted over successive campaigns.

3. Test Page #2 Test of All-New Page Designs  At launch, two different page designs were tested.  Test page #1 produced a 34% increase in conversion through:  Placement of vertical form fields in the upper right, above the fold.  Placement of headline text against a dark header for maximum “pop.”  Eye-catching image in lower left to engage prospect with key product data. Test #1 Increased conversion +34% Test Page #1

4. Test of Single-Variable Page Designs Blue Button Increased conversion +14%  In this test, focus on a critical page component - the “submit” button – resulted in a 14% increase in conversion. This performance improvement was due to:  Synergy between the button on the banner and the button on the landing page.  Heightened contrast of the blue button on the green background.

5. Test Success  Testing of both all-new creative designs as well as single-variable changes have played a critical role in establishing interactive display marketing as an effective and efficient channel for K12.  Successive tests have resulted in continued improvements in K12’s campaign performance metrics.  As a direct result of rigorous landing page testing, K12’s Page-to- Conversion rate has increased by 30+%, and Cost-Per-Lead has decreased by 30+%.

6. Office 614.792.3392 Mobile 614.296.4327 tangibleimpact.com beth@tangibleimpact.com