The document discusses the results of split tests conducted on a pricing page to increase revenue per visitor (RPV). Adding a monthly pricing breakdown to an annual plan increased RPV from $5.78 to $6.94. Adding a two-year plan option further increased RPV to $7.80. Including an explainer video increased RPV to $8.85. The biggest increase was seen with a test offering monthly, one-year, and two-year options plus a video and monthly pricing breakdown, which more than doubled RPV from the original $5.78 to $16.80.

1. Doubling Your Revenue Per
Visitor With The Pricing Page
Tim Paige - Conversion Educator at LeadPages.net

2. Join the conversation on Twitter
@ThueLMadsen #KISSwebinar

3. Tim Paige - LeadPages - @TimThePaige
Tim Paige is the Conversion Educator at LeadPages. An
experienced marketer in all forms of media, Tim spends his
days speaking to the most successful marketers across
multiple industries. You may recognize his voice from the
hundreds of webinars he’s done at LeadPages, or from
ConversionCast, the official LeadPages podcast. He has
already helped grow LeadPages’ customer base to 25,000 and
grow their email list to over 130,000.

4. Join the conversation on Twitter
@TimThePaige #KISSwebinar

5. The Big Split Test Result
RPV (Revenue Per Visitor)
Jumped from $5.78 to $16.80
(190%+ Growth)

6. WATCH WEBINAR RECORDING NOW

7. About LeadPages
• Launched in January of 2013
• Now have over 25K customers
• Hit a $3.5 million run rate within our first 9 months
• Growing at about 20% month over month
• Over 100 people in size (and hiring at LeadPagesJobs.com)
• Alexa ranks our site (www.leadpages.net) the 641st most popular on the web

8. Our Past Year Of Growth Online

9. What We Do
Our customers use our SaaS platform and 70+ landing
page templates to create high converting landing pages
to get more leads and sales.
including:
• Opt-in Pages
• Webinar Registration Pages
• Sales Pages
• Thank you Pages
• Plus context-based text, image, and timed LeadBoxes

10. What We Do
Our customers use our SaaS platform and 70+ landing
page templates to create high converting landing pages to
get more leads and sales… including:
• Opt-in Pages
• Webinar Registration Pages
• Sales Pages
• Thank you Pages
• Plus context-based text, image, and timed LeadBoxes

11. What We Do
Our customers use our SaaS platform and 70+ landing
page templates to create high converting landing pages to
get more leads and sales… including:
• Opt-in Pages
• Webinar Registration Pages
• Sales Pages
• Thank you Pages
• Plus context-based text, image, and timed LeadBoxes

12. Our Dataset
• We process over 3.5 million opt-ins/leads per month
• About 15 million page views per month
• Over 30K pages were created on our system (in the
past 30 days)
• We are now storing over a billion points of data

13. First…
Why Revenue Per Visitor?

14. Why Revenue Per Visitor?
Ideal metric to compare to our marketing costs.
• Paid marketing channels
• Affiliate promotional requirements
• Special promotions

15. Now…
Our Pricing Page Split Test
(Or, How We More Than
Doubled Our Revenue Per
Visitor)

16. Current Version:
www.leadpages.net/pricing

17. The Control:
Choose Monthly or
Annual Pricing

19. Control: Monthly Billing Pricing

20. Control: Annual Billing
With Total Price

21. Control Result:
$5.78 Revenue/Visitor

22. Test #1:
Pro-Rated Pricing
(Monthly Breakdown)

23. Control: Annual Billing With
Total Price

24. Test #1: Annual Billing With
Monthly Pricing Breakdown

25. Test #1 Result:
$5.78 Revenue/Visitor
$6.94 Revenue/Visitor

26. Test #2:
Added A Two Year Plan

27. Two Year Billing With
Monthly Pricing Breakdown

28. Test #2 Result:
$5.78 Revenue/Visitor
$6.94 Revenue/Visitor
$7.80 Revenue/Visitor

29. Test #3:
Added An Explainer Video

30. Browser Bar Video Option

31. Browser Bar Video Option

32. Test #3 Result:
$5.78 Revenue/Visitor
$6.94 Revenue/Visitor
$7.80 Revenue/Visitor
$8.85 Revenue/Visitor

33. Test #4:
Remove Annual Plan,
Keep Monthly and
Two Year Plan

34. Test #4 Result:
Results Actually Dropped

35. Test #5:
Video + Monthly + 1 Year +
2 Year Options + Monthly
Breakdown

37. The Big Winner!

38. The Big Winner!

39. Test #5 Result:
$5.78 Revenue/Visitor
$6.94 Revenue/Visitor
$7.80 Revenue/Visitor
$8.85 Revenue/Visitor
$16.80 Revenue/Visitor

40. Now:
Counterintuitive Results
Our Users Have Gotten

41. The Power of Point Of View
24% fewer conversions

42. The Power of Point Of View
90% more signups

43. The Power of Immediacy
30% more signups

44. The Power of Concreteness
90% more opt-ins

45. The Power of Raw Images…?
50% Higher Conversion Rate
30% Higher Conversion Rate

46. One Last Thing:
This has been about
getting results.

47. Start Your Free KISSmetrics Trial
LOG IN WITH GOOGLE

48. One of the key ways we’ve
gotten results is through
webinars.
Here’s the webinar registration
page that got Ryan Deiss (from
DigitalMarketer.com) a 72%
registration rate…

51. ”A few weeks ago I held a webinar and the
registration page (created with LeadPages.net)
converted at 72%. This was by far the HIGHEST
converting landing page I’ve ever tested.”
— Ryan Deiss

52. Key Takeaways
• Test RELENTLESSLY.
• Keep in mind: Point Of View, Immediacy, and Concreteness.
• Do webinars, right away. And use tested, proven templates.

53. Questions?
Tim Paige
Conversion Educator
LeadPages
@TimThePaige
tim@ave81.com
Thue Madsen
Marketing Associate
KISSmetrics
@ThueLMadsen
tmadsen@kissmetrics.com

54. THANK YOU
Tim Paige
@TimThePaige