Optimizing Landing Pages for Originality.AI to Increase Sign-Up Homepage Conversion Rates for 47%
Originality.AI offers advanced tools for content creators, businesses, and publishers to ensure their work is unique and plagiarism-free. They specialize in detecting AI-generated content and providing deep insights into originality, helping users maintain high standards of authenticity.
plagiarism Checker Page conversion rate increase
homepage conversion rate increase
Challenge
Our client Originality.AI - AI Checker, Plagiarism Checker and Fact Checker tool - approached us with the goal of optimizing their landing pages to increase the conversion rate (CR) in Sign-Up. The final purchase occurs within their application, making it crucial to focus on boosting sign-up rates on the landing pages rather than direct purchases. So, our main focus was increasing CR in sign-up on the main landing pages used in paid advertising campaigns.
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Research and Analysis
To achieve these goals, we conducted a detailed research phase that included:
- Website Analysis: Examined the structure, design, and user flow of the existing landing pages.
- Audience Research: Identified target audience segments and their behaviors.
- Competitor Analysis: Analyzed competitor landing pages to identify best practices and areas of opportunity.
- User Journey Mapping: Created detailed user journey maps to understand the user's path and interaction with the site.
Based on this comprehensive research, we formulated hypotheses for potential improvements. The primary issue identified was the low level of user engagement with the content on the pages. According to the LIFT framework, this problem impacted three critical aspects of conversion rate: Relevancy, Motivation, and Clarity.
Developing and Testing New Variants
We developed new versions of the landing pages based on our hypotheses and launched A/B tests to measure their effectiveness. Key actions included:
- Creating B-Variants: Designed alternative landing pages with revised content, improved calls-to-action, and enhanced visual elements.
- Launching A/B Tests: Implemented A/B testing campaigns within Google Ads to compare the performance of the original pages (A-variants) and the newly designed B-variants.
- Monitoring Key Metrics: Analyzed user behavior and key performance indicators such as Click-Through Rate (CTR), Cost Per Click (CPC), bounce rate, average engagement time, and conversion rate.
Results
Results
The A/B tests demonstrated significant improvements in conversion rates for the new landing pages.
Conversion Rate improvement:
- AI Checker Page - 41%
- Plagiarism Checker Page - 148%
- Homepage - 47%
- Competitor Page - 47%
The implementation of new, optimized landing pages significantly improved the conversion rates for sign-ups. The strategic approach of conducting thorough research, developing hypotheses, and rigorously testing new page variants proved effective. Our efforts resulted in notable enhancements across various key metrics, ultimately driving higher user engagement and more sign-ups.
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