Industry leaders SEOmoz seek landing page with punch—VisionPoints delivers a wallop with an astonishing 330% increase in conversions!
One-page revamp with an eye on the future: Authoritative, exclusive, sharp, witty
SEOmoz put out the call for entries: Create a new landing page for their Premium Membership signup, and show the results to the world! Their original page was converting only .5% of readers to Members, and they wanted the redesign express!
Demonstrating value through design
VisionPoints researched the search engine optimization industry, SEOmoz and their staff, and their considerable authority within the growing field. We scrutinized every word of their original page for the company style and their current Positioning, and created a plan to showcase their value to Premium Members as industry thought-leaders, while retaining their small-business community feel and their wry sense of humor.
Using a MicroScope for a rush project
With a tough one-week deadline, we used our MicroScope process to turn around this underperforming page. The challenge for VisionPoints was to maintain the look of SEOmoz's current website and begin to integrate a larger Vision for the firm than they were previously articulating. “This firm grew organically,” writes CEO Rand Fishkin, “and the larger Vision was not something we stopped to formalize. Clearly we knew where we wanted to go, but the cool thing about the competition was seeing each entrant's take on our present and our future intentions. Kelly and VisionPoints took the current website into account and really dug in to find our potential as a firm with their design for a single page.”
For SEOmoz, we emphasized the enhanced Customer Experience available to Premium Members, who benefit from an array of optimization tools and research papers at their fingertips, and who also have truly exclusive access to SEOmoz staff, a small community of brilliant minds who are shaping the industry daily.
Bringing new Premium Members to SEOmoz
Our design was real-world tested against nine other finalists, and blew the doors off their old conversion rate, pulling 3.31% to the sign-up page (checkout), and completing the transaction with 1.65% of visitors—that's a 330% increase in their Premium Membership sales!
“We're very proud of the design. It accomplished our stated objectives for SEOmoz, including major, measurable improvement in their conversions, in a limited timeframe that was really fun for us,” says Kelly Erickson, VisionPoints' Creative Director. “To give credit where it's due, all the designs were major improvements. SEOmoz was able to carefully test a small field of the very best designs, each vastly different, and their winning design had a conversion rate of 2.55%.”
Click here for a pdf version of VisionPoints' landing page for SEOmoz.
SEOmoz has plans to continue testing variations of the winning design and ideas which were generated from the process, offering them the opportunity for even more growth. “Test, test, test, and insist on measurable results, is the big lesson here,” says Rand. “We expect to see long-term growth from this short-term experiment, and best of all we've been challenged to make our Vision clearer overall, benefiting from the Perspective of so many outside eyes. It's great to see yourself as others see you.”
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