Testing clarity and performance of two landing pages: the impact of people's emotions and perceptions on conversions and pages' performance

Abstract

CRO, Conversion Rate Optimization, is that field of study which concerns about the ability to truly understand customers and their needs, translating the knowledge acquired about it into possible and increasing revenues. Landing pages enter in the world of CRO and usability, since are used as a place where to land potential customers; due to their importance, marketers must follow some best practice which can increase the probability a visitor converts. Anyway, not only visible and conscious elements matter, but also subconscious and emotional triggers have a great influence on the conversion rate. The thesis aims to study, through a research over two versions of a landing pages, how elements composing a landing page can deviate or contribute to the overall clarity and perception of the offer proposed; by using the five second test technique and an emotional matrix to detach respondents emotions, useful patterns emerge, also quantitatively proving the meaningful change from the first to the second version.