2. 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
3. "Best Practices" exist
● 101 Landing Page Optimization Tips
○ http://unbounce.com/101-landing-page-optimization-tips/
1. Send people to a relevant and targeted page
2. Provide a consistent experience (from ad through to page)
3. Get to the point
4. Focus the visitor's attention
6. Remove clutter
9. Above the fold
......
BPs are great to know about but CLEAR GOALS
and MEASUREMENT are king! (.... beware of
local maxima as well)
4. 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.
5. 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.
6. 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.
7. 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!
