You Should Test That! by Chris Goward

Author:Chris Goward
Language: eng
Format: epub
Publisher: John Wiley & Sons, Inc.
Published: 2012-12-18T16:00:00+00:00

This new layout test includes several important changes that focus the content on the most relevant value-proposition statements. I’d recommend that the firm have a landing page like this for all the common services potential clients might search for, such as trusts, probate, and so on.

I would recommend testing more than just this one challenger against the control page, too. Testing only two pages at a time gives you some potential for learning and improvement, but it’s limited. This company could test plenty of other hypotheses to increase relevance. For example:

Adding an image of a sample will document

Adding an image of a typical customer

Copy focused on the will-creation process

A headline that speaks to the risks of not having a will

Replacing the video with a will-specific message

Adding social proof with testimonials of people who have had wills created

And lots more!

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