Here’s how you can win more customers using different landing pages.
I decided to run a really simple test to see if i could get more customers for my webapp flashissue.com.

Scenario

We just launched a new product called the Web Clipper that lets you bookmark mark cool blog articles in your browser.  You can then log into our newsletter builder, view these articles and curate a social email digest in a couple of minutes.

Problem

Every time someone installs our Clipper (on the Chrome web-store) they were being directed to our regular homepage (flashissue.com) to learn more about the product. The conversion rate for these users was 19%. i.e. 1 in 5 users decided to try out the web app. Not high enough in my mind.

Test

I created a dedicated landing page for the Clipper users coming from the Chrome store. I talked exclusively about how they could clip articles with Chrome and create a social newsletter from their curated articles.
Boom! New conversion rate = 51% (double the last one – not bad).

 

Our regular landing page for FlashIssue.com = 19% conversion

“FlashIssue is the quickest way to create email newsletters from your blog articles and curated content”.

This is our regular website we send most of our users. It leads to about 1 in 5 people deciding to try our free product.

 

 

The targeted landing page for our new product = 50% conversion.

“Save your favorite blog articles with the FlashIssue Chrome Clipper and created a curated social newsletter in minutes. Clip. Create. Send”.

This is the targeted landing page i created for people who have just installed our new Chrome web-clipper.

 

 

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