# Testimonials and About section moved higher: +63% MBA brochure leads

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Testimonials, Video, Section order
- Date shared: 2024-10
- Test run by: [Apexure](https://liftarchive.com/practitioners/apexure/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.apexure.com/case-study/landing-page-optimization-case-study/
- Page: https://liftarchive.com/test/imd-mba-landing-page-testimonials-about-higher/

Moving the alumni video testimonials and the About Us section higher on an MBA landing page lifted the brochure download rate from 3.91% to 6.38%, a 63% increase. Apexure ran this A/B test in Unbounce for IMD, a business school, after studying Crazy Egg heatmaps. Both changes were tested together in one variant, so the lift belongs to the pair, not either change alone.

## Result

**+63% MBA brochure leads**

- Brochure download conversion rate: 3.91% to 6.38%, a 63% relative lift.
- Both moves shipped in one variant, so the result can't be split between the testimonials and the About section.
- Test length and the number of downloads were not shared.

## Control

The first live version of IMD's MBA landing page, with alumni video testimonials low on the page and the About Us section placed after the programme details.

## Variant

The same page with the video testimonials moved higher and the About Us section moved ahead of the programme details.

## Why it likely won (our reading)

- Prospective students saw proof from alumni while still deciding if the programme fit them, rather than after they had already left.
- Putting the school's credentials before the programme details matched the order of questions visitors seemed to ask: who are you, then what do you offer.
- For a big, costly decision like an MBA, trust signals early on may matter more than extra detail.

## Caveats

Two changes were tested together in one variant. No sample size, test length or confidence level was shared.

## How to run this test

- Hypothesis: If we move testimonials and institution credentials above the programme details, then more visitors will request a brochure because they trust us before they start weighing the details.
- Primary metric: Brochure download (lead form) conversion rate
- Guardrail: Lead-to-application rate
- Guardrail: Scroll depth to the form
- Guardrail: Form completion rate on mobile
- Who should test it: Schools, course providers and lead-gen businesses selling a high-consideration service to visitors who may not know the brand. Less likely to help when visitors already know you well, such as returning or branded-search traffic.

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Credit: Apexure ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/imd-mba-landing-page-testimonials-about-higher/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.