Research Study
Validated Banking Site Landing Page Concepts
Validated the best concept for a banking company to pursue for their landing page hero content.
‘Ease of Use’ Concept Performed Best
Achieved the highest overall scores in terms of comprehension and emotional reception from the audience.
‘Community’ Lacks Hopefulness
Positive reactions for Community were decent at 111%, but lacked this specific impression of hopefulness.
‘Stats’ Provides Clarity Despite Low Sentiment
Stats failed to resonate emotionally with the audience, showing the lowest net positive alignment at 59%.
Business Challenge
This independent research aimed to evaluate and refine the effectiveness of the landing page content for Banko, a theoretical banking company. The study focused on identifying which messaging and design concepts would most effectively attract and engage potential customers.
Timeline
The testing was completed in 24 hours. After running the test overnight, the findings were synthesized the following day.
Research Goals
The main objective of the study was to evaluate the effectiveness of different messaging concepts in terms of user comprehension and emotional response.
Methodology
We used Helio multivariate tests to measure the sentiment and comprehension of the landing page hero concepts, each with a separate group of 100 participants.
Participant Panel
The study collected 100 reactions from separate participants groups for each of the three versions of the landing page hero content. Participants were randomly selected from an audience of Credit Union Members in the United States.
Test Setup
Participants were shown one of the three versions of the landing page and asked to complete tasks that measured their:
- Comprehension of the message
- Emotional reaction to the message
Findings
- V1 – Community had a strong emotional impact, with a high net positive alignment of 111%, but was not the most clear in terms of message comprehension.
- V2 – Stats, while being clearer (61% understood very well), failed to resonate emotionally with the audience, showing the lowest net positive alignment at 59%.
- V3 – Easiness achieved the best overall performance, balancing clarity (49% understood very well) with the highest emotional impact (125% net positive alignment), indicating it made users feel hopeful and invited.
Conclusion
The concept testing provided vital insights into how different elements of the landing page influenced potential customers’ perceptions and actions. The findings indicated specific content strategies that significantly improved user engagement and conversion rates.
Recommendations
- Refine Messaging: Focus on clarity and brevity in content, emphasizing Banko’s unique selling propositions.
- Optimize Calls to Action: Ensure that calls to action are compelling and placed prominently to guide users toward conversion.
- Enhance Trustworthiness: Integrate more trust elements visibly on the page to reassure potential customers.
Reflections
This study underscores the critical role of detailed concept testing in developing effective landing pages that not only attract attention but also drive conversions. For Banko, aligning landing page content with user expectations and preferences is crucial to maximize the effectiveness of their online marketing efforts.
