To Increase Leads, See Your Offer Through Your Customers’ Eyes

Optician or optometrist consulting a customer about eyeglasses, spectacles and frames in a shop

In a recent webinar, Marketing Experiments once again opened their vault of test-and-learn scenarios and brought out an excellent example of how content can be structured to increase lead conversion. The test case in this presentation was a B2B company selling thermal image cameras. The goal was simple…increase the number of leads. The test design was an A/B split with the treatment receiving a significant re-design.

The control page featured a side-angle view of a technician and his thermal image camera. It had an extensive contact form (eight line items) and five bullets of text.


The test ad featured a slimmed down contact form (five line items), a revised (more friendly) statement about the company’s privacy policy, and shortened copy which provided viewers concrete reasons why they should download the guide. The new visual image provided the viewer a direct view of the image a user would see.


The data speaks loudly on this one – an absolute increase in clickthrough rate from 2.7% (control) to 6.0% (test).

The treatment outperformed the control for three reasons:

  1. The image used in the treatment highlighted the core problem for which the customer would be seeking resolution.
  2. The shift in focus from what the company offers (control) to how the customer experience will be improved (treatment).
  3. A significant reduction of the mental cost associated with downloading the content. The mental costs included the psychological effort and anxiety associated with giving up personal information online.

Key takeaways include the thought that we must not allow ourselves to see the company through our own eyes, but through those of the customer. A few things to consider in content marketing:

  1. Make sure the images connect with the story of the customer.
  2. Use images that show the problem being solved.
  3. Ensure the copy is customer-centric. See it through the customers’ eyes.
  4. Remove fields where necessary.
  5. Strive to reduce the cost of giving up personal information online.

Greg Timpany directs the research efforts for Global Knowledge in Cary, North Carolina, and runs Anova Market Research. You can follow him on Twitter @DataDudeGreg.


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