Lower-friction product page template across 45 pages: +52% leads
Test run byMarketingExperimentsResearch publisher
Commentary byLiftArchiveOur analysis, not theirsUX tweaks to a product page template shared by 45 pages raised leads by 52% for MasterControl, an enterprise quality management software company.
MasterControl's team ran the test working with MECLABS, and it was published by MarketingExperiments.
The changes helped visitors reach the right content faster and added about $1.5 million in sales pipeline.
- Leads up 52% from the 45 template pages.
- About $1.5 million in added sales pipeline was attributed to the change.
- Sample size, duration and confidence were not shared in text.
The change
Variant template reduces friction on the way to content.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The standard product page template used across 45 product pages, with a lot of friction before visitors got to the content they wanted.
Variant
An updated template with several UX tweaks that cut friction and got visitors to the right content faster. The exact changes were only shown in screenshots.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Enterprise buyers often arrive looking for one specific detail, so getting them there faster keeps them on the page.
- Less effort to find content leaves more attention for the lead form.
- Fixing one template improved all 45 pages at once, which also gives a test more traffic.
Caveats: Several UX tweaks shipped together, and the specific changes are only visible in images. Pipeline value is company-reported, and the data is from 2016.
Who ran it
MarketingExperiments ran this test and published the results (MarketingExperiments). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on MarketingExperiments →
How to run this test on your site
- Hypothesis
- If we remove friction from our product page template so visitors reach key content faster, then more will submit a lead form because they find what they need with less effort.
- Primary metric
- Leads per product page visit
- Guardrails
- Lead quality or sales-accepted lead rate
- Time to first key content interaction
- Bounce rate
- Who should test it
- B2B SaaS and lead-gen companies with many product pages built on one template. If each page is unique or low traffic, the gains are harder to measure.
Questions
Is it better to test a page template than single pages?
Testing a shared template pools traffic from many pages, so you reach a reliable answer sooner and the win applies everywhere at once.
Do small UX tweaks really affect B2B leads?
They can. In this test, tweaks that sped up access to content lifted leads by 52%.
How do I find friction on product pages?
Watch where visitors scroll, click and drop off before reaching key details or the form. Those are the spots to simplify.