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Creating impactful messaging can be tricky when multiple audiences are present. Is it possible to develop a landing page for a variety of individuals that will drive integrated growth? Find out in this episode of The Cro Show.

Watch this episode of The Cro Show, a game show for conversion rate optimization and marketing experimentation fans, and see if you can guess which test variation performed better during a recent Cro Metrics client experiment.

Full Transcript:

Cara Binsfield: Hey, everyone.

So today I want to talk about a client we have where we are running both paid and experimentation on the website.

And what we really wanted to do was this client’s pretty early journey in their marketing efforts.

And so what we’re really trying to understand is the right messaging at the right time for all of their different users coming to the site.

And the goal of this is going to be to drive integrated growth.

So our client is a B2B freight logistics company.

Specifically, when you think about like shipping via trucks.

And our goal was to understand messaging impact for landing page build.

So what we’re really trying to do is help define content development here.

It’s a key part of ensuring that integrated marketing efforts work.

And so we wanted to understand when it comes to those really early journeys users, they’re just learning about our brand and the types of solutions we provide, what types of content that resonates with them so that we can inform a landing page build.


So the control experience is actually their existing branded site, and it’s a product page on their a branded site, which is meant to speak to all users, but it’s also meant to be a conversion page where users could come when they came back to the site from like organic or direct, and they can fill out a lead form.

And as you can see, we have two different CTAs here, but they actually both drive to forms and the hero.

And so it’s very much like a later journey stage type page.

So what we did was build three unique hero experiences based on their personas.

And there were a couple of key things we did here – we updated the content creative to match some add creative and really bring in for people in like procurement and logistics, sort of like shipping room type feel.

But we also have C-suite and VP level executives as one of our personas.

And so we tried to bring in an office image, understanding that in the past a lot of what had been shown to these same users was like freight type imagery.

But a lot of the users in the VP and C-suite, even if they’re in operations and or procurement or logistics, are likely still going to be sitting in an office.

They’re probably not as much on the loading floor or in the shipping area.

And so we wanted to bring in imagery that would resonate with them more.

We also updated headline and copy and then tried a couple different CTAs to understand what types of content based journey CTAs would help these users.

Do you guys have any questions on this?

It’s kind of more of a unique experiment.

Dave Albert: It’s kind of hard to read, but are the CTAs the same on all three treatments?

Cara Binsfield: Yes, the CTAs are the same for all three user personas because we’re still early, so we were trying not to differentiate too much by persona.

Dave Albert: Cool.

Matt Vincent: Cara, sorry if you had already started to explain this, but I’m assuming these different landing page experiences were served based on UTMs from paid or from search?

Cara Binsfield: Are you basically you’re just asking how we targeted for this test?

Matt Vincent: Yeah.

Cara Binsfield: Yeah, it’s based on awareness specific UTM.

So we knew in this case our awareness campaigns were in LinkedIn, again because we’re kind of testing into everything as we slowly expand, we have not more awareness marketing out there now.

But this was specifically for our very first awareness campaign in LinkedIn.


All right, everyone, I’m going to go ahead and take a poll.

Control is thumbs down.

If you think that having this symmetric messaging and having more content geared towards early journey won, then thumbs up.

*group chatter*

Going into results.

You guys are right. I’m fantastic.

So this ended up – what we learned was we definitely need early journey content on the site.

We can’t be sending users that are at the very beginning of their journey with our brand straight to a branded page on the site.

One of the things we also learned was that VP C-suite persona, they responded even better than some of the other personas.

And we think it’s because it was the first time they were getting imagery and content that resonated with them in terms of their specific journey.

So their lifts were even a little bit better than some of the lifts from the other two personas.

But in general had about a 200% increase in hero engagement and about a 400% increase in form visit rate.

So like I said, kind of those early indications of moving into leader funnel stages, but this one was really exciting.

And now what we’ve decided is that we are going to go ahead and build a landing page together.

And so we’ll be leveraging some of the learnings from this as well as some learnings from additional content tests we’ve been running in paid media to inform what type of content should be on that landing page.

But really exciting stuff.

Katie Green: Thanks for watching and be sure to subscribe to have more test ideas sent directly to your inbox.