Landing: Use Case Examples / Example Situations
Hypothesis
Showing concrete examples of situations in which users would need the service will help prospects self-identify and increase lead conversion.
Test Results
Key Learning
Problem: How "Use case examples / example situations" is implemented on the landing can meaningfully affect conversion — this element is worth testing.
What worked: Abstract value propositions require mental work from the user. Concrete examples (scenarios, use cases, 'people like you') remove this friction by doing the relevance matching for them. Most effective for services with broad potential applications. (+14.0% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. Use this win as a foundation for further iteration on adjacent elements.
How to Apply This to Your Site
This experiment demonstrated that landing: use case examples / example situations can produce a +14.0% improvement in conversions. The test was run on a landing page page in the cross-industry industry.
Before you test: Consider that copy & messaging tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
Test #339 on : adding use case examples that illustrated specific situations where expert witnesses would be needed produced +13.1% more leads. Users could recognize their own situation in the examples, making the offer more relevant.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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