Landing Page Optimization

349 Founders Club

What's a landing page?

● A page on a website that's designed for a targeted purpose.○ Grab an email address○ Begin journey down the customer funnel○ Share a piece of content

● Homepages don't make great landing pages○ Often don't have a sole focus○ But web apps often use them as such

● Sometimes tailored to the traffic source

"Best Practices" exist

● 101 Landing Page Optimization Tips○ http://unbounce.com/101-landing-page-optimization-tips/

1. Send people to a relevant and targeted page2. Provide a consistent experience (from ad through to page)3. Get to the point4. Focus the visitor's attention6. Remove clutter9. Above the fold......

BPs are great to know about but CLEAR GOALS and MEASUREMENT are king! (.... beware of local maxima as well)

Interesting story ...

I Redesigned My Software. Users: Thrilled. Conversion Rates: Up. Sales: Unchanged.

BEFORE

AFTER

The redesign was a "big-bang" approach including tweaks to the apps UI and purchasing page.

The first rule of A/B testing is that everything you know is wrong.● Redesign crushes old version at getting user signups to the

free trial.

● Actual number of users who successfully create bingo cards out of a given number sent to my site in the first place goes up by 45%.

● Bad news! Users so successful with redesign that, out of any 100 using the software, less of them decide to purchase it. Almost exactly cancels out gains in trial registrations and user success.

What's the problem?● Less users hit trial limitations now. (Hitting the 15 card trial

limit is the overwhelming cause of going to the purchasing page.)

● Suggests that either: ○ Site is converting more parents than the old one used to,

and since parents rarely have 15 children they’re simply having a happy bingo experience and not paying (net win for the world, not really a win for me personally though)

○ Users simply get what they need out of the free trial and don’t convert.

● Entirely possible that any of the 60 small tweaks made to the site nudged people away from hitting those limitations.

Some takeaways ...● A big set of simultaneous changes, makes it very challenging

(impossible) to determine the exact cause of any observed effect○ Can be ok. Just be prepared. And know your goal.

● Have clear goals before you test (paying customers not signups .. in this case)

● Avoid the HiPPO (highest paid person's opinion) ... measure!○ Small unintuitive tweaks can have a big impact!