Evidence #73: List Of Benefits
What Can We Learn From This Test?
The dashboard variation resulted with a possible +26% increase to leads (measured with visits to a driving instructor page). Here are some reason why it might have worked:
Easier To Read Bulleted Benefits
The paragraph containing multiple benefits merged together was presented as a list enabled easier scanning and readability. (This has been turned into a conversion pattern based on additional tests)
More Reassuring Statement
Instead of using a commanding statement such as "Make Sure You Pass First Time", the same copy was rewritten as "Study Smarter To Pass First Time". This might have been a more reassuring benefit to be expected as a result of taking the action.
Lower Commitment Call To Action
The button was renamed from "Drive with [Instructor Name]" to "Introduce Yourself" which might be less committal.
Any Other Explanations? Share Your Comments Below