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BizReport : Research : December 28, 2006
Do Free Trials Really Work?
Yes and no. In general, free trial promotions do bring in new users, but by changing the offer pages companies could recruit even more new users.
According to a new report from Marketing Experiments, by improving the design of offer pages, conversions increased by 89% over the previous trial promotion. In this experiment, the researchers rewrote existing copy into a sales letter, included different headlines and changed the layout.
By doing so, the researchers increased the number of orders of 12 to 22 and increased traffic from 904 visits to 972 visits.
In the second part of the study, the researchers created a free trial offer from existing sales copy. The original page, with more information to wade through, received 30,520 hits and 128 orders. The optimized page received fewer hits (30,116) but received more orders (352). The optimized page showed a 178% increase.
How does this relate to your company? By utilizing the same design aspects – single column writing, emphasizing free offers in headers and centering the copy of benefits – online marketers may be able to increase their conversions as well.
Tags: online marketing, online research
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Comments
It is amazing what a few tweaks to a page can do. We all must learn to write great headlines that promise something, while the content of the copy delivers it. That along with simple, easy-to-read and navigate layout is a sure winner.
Posted by: Gary Bourgeault (thealphamarketer.com) on January 2, 2007 04:28