White Paper Landing Page Study Results

By Michael Stelzner

Many of you have asked for test results from my white paper landing page strategy.

The strategy: Simply stated, the strategy involves taking the first few pages of your white paper and formatting it like an article that extends below the bottom of the screen. Once the reader has scrolled down and been hooked by your content, you require registration to access the rest of the paper.

Here is the page that was tested.

The Results:

  • Visitors: This page had 5000 visitors in 52 days
  • Conversions: 849 people (17%) completed the form at the bottom of the page
  • Newsletter registrants: 535 people (63% of those converting) opted into our newsletter
  • Other actions: Another 939 people (19%) that did not complete the form, took another favorable action (like clicking on the book available for sale)
  • Stickiness: 1215 people (24%) stayed on the page for one or more minutes

This study shows that by providing valuable content, you can achieve a very favorable lead generation strategy.

Your thoughts?


Receive email updates when new articles are posted.

  • Sean Romanoff

    Your analysis proves what many of us feel in our gut – content beats hype. The only other thing I would be interested in is a longitudinal analysis. Do white papers create greater loyalty due the amount of content the visitor gets? Does it outperform other types of copy over the long haul?

    Thanks for the great info!

  • http://www.designtosellonline.com Roger C. Parker

    This is extraordinarily useful information. Thank you.

  • tom cummings

    Good newsletter

  • http://www.invesp.com/blog Khalid Hajsaleh


    A 17% conversion rate is excellent for that landing page. I wonder if you could have tweaked the page a little more to drive conversion to a higher percentage. What was the main method of driving traffic to the page (organic, pcc, etc)?

  • http://www.consulting-business.com Daniel Miller

    Michael these are very solid results. Great work!

    Would be interested to know what kind of marketing drove this / traffic this was? Was it coming from PPC, a print ad, affiliate email, etc?

    Also, did you test this against offering the whole white paper straight away on a shorter landing page?

    Keep up the great work!

  • http://www.writingwhitepapers.com/blog/ Michael Stelzner

    Daniel – This was organic. I am not a tester, so no I did not. I needed to capture names for my list, so that test was not worth it. – Mike