[Split Test Results] How To Increase Conversion Rates By 8.47% Without Changing Your Website

Important Note: The percentage amounts mentioned in this video reflect relative (not absolute) increases or decreases in conversion rate.  For example, if the conversion rate on a given page increases from 25% to 50%, this would be considered a 100% increase in conversions (since the conversion rate doubled).

Hello everyone, Clay Collins here, and today’s data for this episode is brought to you by Juan Martitegui. Juan is a LeadPages customer, one of my favorite entrepreneurs online right now. You can find him at juanmartitegui.com. He’s the CEO of MindValley Hispano, a seven-figure information product publishing company serving the Spanish speaking market, and they’re just absolutely killing it so I just want to send a shout out to Juan for donating the data for today’s episode. Juan recently said this about LeadPages. He said these are giving me a 3X to 4X conversion against the ones I was using before. A couple of tweaks in my biz will make at least 2X the money I was making. So thanks to Juan.

So Juan recently sent in this split testing data. So here it is, and we’re going to break down exactly what this data is, and what it means, and why this is so important to you. So this data shows these pages split test against each other. So the first contestant in this split test is this landing page. All these landing pages were created in LeadPages. This one, as you can see, it hosted on leadpages.net. All of our pages are hosted on the Google server network so they’re really fast so this is the first one he tested. He tested against this one where he downloaded the page and put it on his own server, and he was testing to see whether or not the difference in server speed affected conversion, and it did. We’re going to talk about that. And then he also tested the presence of the first name field, right, so he tested this page against this page, and this one, he’s only asking for the email address, and in this one, he’s asking for the first name and the email address. So we’re going to breakdown what happened here and the statistically significant results that Juan got during his split test.

He found that the difference between asking for the first name and not asking for it is a 5.25% difference in conversion. In other words, when he asked for the first name, conversions went down 5.25%. Now this might be a big deal to some people. It might not be to others. Over the scope of a multimillion dollar business, this can have a real impact. So I’m not saying what you should or should not do here. I will say that there is what I consider to be a notable difference. Juan said that he didn’t find this to be a big difference according to him, and so, it seems like he’s going to continue to ask for the first name field. He also said that he downloaded the page and hosted it on his own server. He wrote that the difference was huge. He said your hosting is a lot faster, okay, so the hosting that people get for free with LeadPages is a lot faster.

Again, we’re using the Google server network to host all of our pages so there are servers in every major continent, and there’s incredible caching in place, and it’s always going to serve the closest file, and it’s, you know, the pages themselves are very highly optimized, but he said your hosting is a lot faster, hence, conversion rates improve. On the server with the same page, I got an 8.47% improvement. Almost 10%. And something to note here is that Juan is a total pro. He doesn’t screw around with hosting. In fact, he spends over $1,000 per month in hosting. He’s got best of the best hosting, but frankly, it’s hard to beat Google’s server network.

So the big takeaway here is not necessarily about first name field versus no first name field. It’s really that your landing pages should be fast. In many cases, you can get up to a 10% improvement just by having faster pages. This is not only important for conversion reasons, but this is important for SCO reasons. Google, back in 2010, actually came out and just said that one of the factors they used to rank their pages is one of the signals that they use to determine which pages should appear at the top of the search engine results page, and like I said, this is also important for conversion rates. In one study, 40% of people abandon a website that took more than three seconds to load, and as you can see, as page load time increases, conversion rates go down. In fact, often, a 1-second delay in page response can result in a 7% reduction in conversion. So with each additional second that it takes for your page to load, conversions go down roughly 7%.

Let’s put this into perspective. If an e-commerce site is making $100,000 per day, a 1-second page delay could potentially cause $2.5 million in lost sales every year. If you are a LeadPages customer and you want to compare the speed of the page hosted on your server versus the speed of the page on our server, you can go to whichloadsfaster.com. So we’re actually going to go to whichloadsfaster.com and run Juan’s pages on his server against ours just to kind of drive the point home, and you can do this as well. So we’re going to take

the version of the page that he has on his own server and run that against the page that’s at leadpages.net, and I’m going to click on go, and as you can see, our page was 15% faster, and again, to run this kind of comparison, you can just go to whichloadsfaster.com.

Anyway, my name is Clay Collins. I hope you found this information valuable and helpful. If you want to follow Juan Martitegui, I’ll link up to his info below. He’s a great guy. Thank you personally for me to Juan, and thank you to everyone who’s watching this episode. Take care. Bye.

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