ConversionLab has helped Campaign Monitor grow our business by optimizing our landing pages and improving our calls to action. We’ve increased conversion rates by 1 187% and seen a significant reduction in customer acquisition cost. We are very happy with the results and look forward to testing more optimization strategies.

Shamita Jayakumar, Senior Marketing Manager

By performing an A/B test on traffic to the homepage (fruitbasket) vs the landing page (banana) we increased the conversion rate with 53%.


Based on solid hypothesis and across several pages.

A/B tests performed

The total uplift combined at an average of 36% uplift per test.

Uplift in conversion

Increased conversion rates means reduced customer acquisition cost.

Reduction in CAC


1 187%


Campaign Monitor converted 271 abandoning visitors into leads in just one month by offering their email marketing guide to users just as they are about to leave the page.

“We haven’t had to create any new content or pages,” sais Shamita Jayakumar, Senior Marketing Manager at Campaign Monitor. “Instead, we’re leveraging the content we already have and getting it in front of marketers who can use it. It really has been a case of creating something from nothing.”

10.8% of users about to abandon the landing pages converted with Exit Intent popups


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Founder & Conversion Rockstar

With A/B testing we have continued to tweak conversion rates with a total of 1187% across 33 tests on several landing pages. The average lift in conversion per test is at a stunning 36%. Below you can see one of these tests.

Homepage vs Landing Page example



By performing an A/B test on traffic to the homepage (fruitbasket) vs the landing page (banana) we increased the conversion rate with 53%.

Key takeaways

One goal. One landing page.

Don't confuse or anger the Gorilla! Remove any unessesary information.

Remove navigation

Navigation or links are leaks to your conversion funnel.

Be specific 

The traffic source is where your visitor came from. It can be a banner ad, Google AdWords or similar. This is where you promised the gorilla his banana (as referred to in conversion tip #1), so make sure you mention the banana again here. The more specific you can be on the headline – the better it is. And make it short and specific.

Use a supporting secondary headline

To make sure your headline stays short and to the point you can add a supporting statement in your secondary headline. Your secondary headline can include additional persuasive content to support your headline.

Notice how the headline on the landing page below from Shopify follows up on the call to action on the ad "Start your online store". Perhaps if they change the headline slightly it could match even better. "Sell online - start your 14 day free trial now"?

The headline is the first thing your visitors will see – so pay extra attention to this tip. Make sure your headline clearly describes what the visitor will get from this page. Also make sure that the headline matches the message on the traffic source.


Match headline with traffic source


In this example from the traffic source is a display ad. Then you get the added dimension of design match that's equally important. As you can see below the design matches 100% which helps the gorilla recognize the banana immediately


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