What I am going to reveal below borders on being unbelievable. I recently conducted an A/B test on one of our landing pages where all I tested was the capitalization of the first few bullet points. I am not talking about the headline but just the introduction of the main copy on our landing page.
I only did this test because I was short on time and thought it would be better to test something than to test nothing. So, all I did was change the capitalization of four bullet points that we have towards the beginning of our landing page (see mages below).
The result?
We boosted the conversion rate of our landing page by 31%! Stunning. It turns out that in this case capitalization was the way to go. If you look at the images below the difference is so subtle that you might miss it. However, the results are statistically significant and ever since adopting capitalizations in the bullet points we have significantly boosted the conversion rate of our landing page.
Landing Page Optimization: Winning Version (image below)
Landing Page Optimization: Losing Version (image below)
Landing Page Optimization: Results
While the change on our landing page was very small, the results had a significant impact on the conversion rate of our site! Once again, only testing will help you get a landing page to perform better and better.  In our case, we use ClickMuse to help us optimize our landing pages faster than our competitors.
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