A Conversion Optimization Case Study Test: 5421-209A
Single Atlanta is Atlanta’s most trusted matchmaker. Unlike most dating sites that utilize digital introductions, Single Atlanta personally meets all members and makes hand-selected matches. They have been in business since 1998.
The Business Objective
Single Atlanta sells memberships based on the number of matches requested. Their website is designed as an information source and Lead Generation tool. Interested visitors can submit a form with information on themselves and the type of person they are looking for.
There are several local matchmakers in the Atlanta area, as well as several national online dating services such as eHarmony and match.com. In addition many people are not familiar with the differences between matchmaking and online dating.
By clarifying the the differences between matchmaking and online dating, plus emphasizing the personalized aspect of Single Atlanta’s service, we would drive more leads.
We tested a new landing page that we designed against their current landing page design. This was run as a split test – sending roughly 50% of the visitors to the “control” landing page, and 50% to the new “variation” landing page.
The new landing page design was more focused on communicating the Single Atlanta brand as a personalized matchmaker. We did this by using a photo of an older couple happily drinking champagne, photo of the two owners of Single Atlanta to build trust and credibility, a new headline and text to support the personalized service, and text/graphics to get prospects to download the free guide.
The Results – 205% More Leads
After 25 days of running the test the new landing page design generated 205% more leads with a 97% confidence level for Single Atlanta.