Winner
High confidence
Long-Form Landing Page → +52% Sales — Moz PRO Membership
CRE expanded Moz's PRO membership landing page from a short one-minute summary to a 6x longer page. Added curiosity-driven headline ('When eBay, Disney, and Marriott need SEO help, here's what they do…'), feature comparison chart, Q&A service prominence, Fortune 500 client logos, testimonials from SEO specialists, and an embedded Rand Fishkin video
Hypothesis
A longer, research-backed landing page addressing key objections would outperform a short summary page for a complex SaaS subscription
Why This Works
Key Learnings
Expected Lift Range
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Inconclusive
Social Proof at Checkout Increases Orders; Social Proof at Top of Funnel Hurts — The Motley Fool
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Expected lift: 5%-10%
High confidence
Ab Test
Positive
Sierra Club: Donation Page Conversion Optimisation
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Cro Program
50% Improvement In Conversion Rates Against A Stretch Target Of 30% For 3M B2B Marketing Pages
B2B Landing Page Optimization Program for 3M
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Expected lift: 20%-50%
High confidence