The document summarizes a live web optimization clinic session where the presenters optimized various company homepages through experiments and analysis. They shared principles for optimizing homepages, including treating them as directory pages rather than landing pages to move prospects up the inverted funnel. The treatment homepage tested accounted for multiple lead types in columns and saw a 331% increase in conversions over the control.

1. Home Optimization Applied:
Learn how to replicate a 331% lift on your own site
(Special live optimization Web Clinic)

2. Join the conversation on Twitter
#webclinic
#webclinic

3. Today’s team
Daniel Burstein Jon Powell
Director of Editorial Senior Manager
Content Research and Strategy
Adam Lapp
Associate Director
Optimization & Research
#webclinic

4. Background and Test Design
 Experiment ID: MTCA Microsite Test
Location: MarketingExperiments Research Library
Test Protocol Number: TP1560
Research Notes:
Background: Migraine Treatment Centers of America offers an innovative
long-term migraine treatment solution to people suffering from migraines.
Goal: To increase leads from the website
Primary Research Question: Which value exchange strategy will result in a
higher conversion rate?
Approach: A/b multifactor split
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5. Control
Experiment: Control
• The control homepage
casts a broad net and
attempts to capture all
lead types with a single
message and CTA.
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6. Experiment: Treatment Treatment
• The treatment accounts
for three major lead
types with three evenly
weighted columns.
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7. Experiment: Side-by-side
Control Treatment
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8. Experiment: Results
331% Increase in lead rate
The Treatment generated 330.6% more conversions than the Control
Verison CR Rel. diff Stat. Conf
Control 1.6% - -
Treatment 7.0% 330.6% 99%
 What You Needsequence of the three primarythe value proposition and CTA
to the thought
to Understand: By matching
prospect types, the
treatment generated a 331% higher conversion rate than the control.
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9. What we discovered
F Key Principles
1. Too often, marketers confuse the objective of a homepage with the
objective of a landing page.
2. In most cases, the objective of a homepage should be to get various
prospect types on the correct path up the inverted funnel.
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10. The goal of the Marketer is to move the Prospect Up, Not down, the Funnel.
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11. The Inverted Funnel
1. The funnel is often presented as
one potentially useful analogy for
marketing. It is in fact, the
primary analogy. All marketing
should influence a decision.
2. The funnel analogy distorts
g = 9.81 m/s2
reality. People are not falling into
your funnel, they are falling out.
The funnel must be inverted.
3. People don’t travel down the
center of the funnel. People are
climbing up the sides.
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12. The Inverted Funnel
(Ma)YES Y
Sales Call (Mi)YES
(Mi)YES
The Message
(Mi)YES
Landing Page
(Mi)YES
(Mi)YES
Business Software Suite
#1 On-Demand. 6459+ World Clients
Award-Winning Solution. Free Trial
www.XXXXXXXXXX.com/Business
PPC Ad
(Mi)YES
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#webclinic

13. What we discovered
F Key Principles
1. Too often, marketers confuse the objective of a homepage with the
objective of a landing page.
2. In most cases, the objective of a homepage should be to get various
prospect types on the correct path up the inverted funnel.
3. One way to accomplish this objective is by shifting our homepage
approach to a directory page.
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14. The Goal of a Homepage
Control: “Landing Page” Approach
Conversion Rate
Prospect Type 1
General Lead
Prospect Type 2 1.6%
Prospect Type 3
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15. The Goal of a Homepage
Treatment: “Directory Page” Approach
Conversion Rate
Prospect Type 1
Prospect Type 2 Lead Type 2
7.0%
Prospect Type 3
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16. Today, we are going to learn how to optimize a homepage
through live optimization with our research analysts.
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17. Live Optimization
http://www.americansentinel.edu/
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18. Live Optimization
http://www.stage-gate.com/
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19. Live Optimization
www.marketlabinc.com
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20. Live Optimization
http://www.salescrunch.com/
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21. Live Optimization
http://www.xenos.com/xe/home/
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22. Live Optimization
www.caribbeanhotels.com
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23. Live
Optimization
http://www.operational-
strategies.com/
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24. Live Optimization
http://www.utilityanalyticsweek.com/
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26. Live Optimization
www.freshfinds.com
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27. Live Optimization
http://www.cengagebrain.com
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28. Live Optimization
www.webmaxformance.com
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29. Live Optimization
http://windoronline.com/
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30. Live Optimization
http://spyonlies.com/
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31. Live Optimization
http://www.hotelfifty.com/
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32. Live Optimization
http://www.discoverboating.com/
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33. Live Optimization
http://experiencelawncare.com/
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34. Live Optimization
http://wealthyhair.com/
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35. Live Optimization
http://www.vanns.com/
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36. Live Optimization
www.playbetterstore.com
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37. Live Optimization
http://www.webofficesigns.com/
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38. Live Optimization
http://create-a-mural.com/
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39. Live Optimization
https://www.providentbanking.com/
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40. Live Optimization
www.web123.com.au
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41. Live Optimization
http://www.click4gap.co.uk/
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42. MarketingExperiments.com/subscribe
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