Results: Did the Short Form or Long Form Landing Page Convert Better?

Short-form, condensed landing page

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Long-form, more detailed landing page

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Did the Short Form or Long Form Landing Page Convert Better?

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Difference Between Versions:

Version A: Short-form landing page with only key overview and details
Version B: 
Long-form landing page, with additional section about the phone agents


Key Performance Indicator (KPI): 

Call center leads


Test Goal:

Sell more health plans by increasing call center leads

 

Traffic Source:

All - primarily an older demographic, aged 65+

 

Audience: 

 

Organization: 

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Test Run By

MECLABS

Test Run For

HealthSpire

Test Run On

MECLABS

WINNING VERSION

B

Poll Results - The Best Guesses:

Did the Short Form or Long Form Landing Page Convert Better?

  • Version A
  • Version B
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Test Details:

HealthSpire, a subsidiary of Aetna, is a $63 billion managed health care company that provides Medicare and health insurance plans to seniors, over 65 years old.

Looking to sell more health insurance plans, HealthSpire started with this short and simple landing page:

original landing page

The page simply outlined the available products and the contact options to find out more.

It was intentionally created to be short and scannable so visitors could quickly call to find out more. The team feared presenting too much information would create confusion – especially for their older audience.

However, after a few months, the team realized the page wasn’t converting well.

Unsure why, they engaged MECLABS to create and test a new set of landing pages.

 

Poll Results - The Best Guesses:

Did the Short Form or Long Form Landing Page Convert Better?

  • Version A
  • Version B
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