Guide to Landing Page Optimization

http://moz.com/blog/most-entertaining-guide-to-landing-page-optimization

by ra00l • 12 years ago

255 25 12 years ago

moz.com

bhartzer• 12 years ago

I totally agree, never send people to your site's home page. Unless your site's home page is a landing page.

sayemm• 12 years ago

This is a great list of tips, thanks for posting.

mrfusion2• 12 years ago

Are there any simple ways to build a simple landing page for a product idea I'd like to test?

kitcar• 12 years ago

You can download free landing page templates, or use landing page hosting services like unbounce, instapage, etc... https://www.quora.com/Are-there-services-similar-to-unbounce

patrickfl• 12 years ago

unbounce.com has a pretty nifty system going, especially if you want to try a bunch of different systems quick. beyond that you can just grab a template from some place like themeforest and try out a few different WP landing page themes.

tysonquick4• 12 years ago

Instapage offers basically the same feature set for a lower monthly subscription and offers a way easier to use builder. Have you tried it?

ra00l• 12 years ago

For the last few years, I've read a lot on conversion optimization articles.

Reading this, summarizes 90% of the tips and tricks that I learned. Glad you HNers enjoy it!

monotypical• 12 years ago

I can't comment much on the subject for my lack on knowledge, but that was a very well written, entertaining article that I enjoyed reading.

rdudek• 12 years ago

Agreed! This was a good read using simple terms and examples. Most of these examples I've picked up from bunch of different sources. Love that this is all bunched up into one page.

Only downside of that site is some optimizely.com scrip that never finishes loading.

gk1• 12 years ago

An okay summary of landing page basics.

The part about 1,440 more new trial signups equaling over a million dollars per year is plain silly. Not all trials will convert into paying customers--especially when plans start at $49/month.

The main lesson you should take away from this is to A/B test your hypotheses. (By the way, that means starting with a hypothesis.)

Also, keep your expectations in check. Reading stories about a single test resulting in +$1,000,000 will delude you into thinking that every test will result in huge improvements. In reality, most tests don't have a conclusive winner. Optimization is a process... It is not a one-day or get-rich-quick affair.

Edit: Apparently it's not OK to mention I'm a marketer...? I removed that bit. If you're downvoting for some other reason it would help me if you explained.

OliGardner• 12 years ago

To clarify. The lifetime value of a customer shown in the post is based on an average after churn and cancellations are taken into account. So it is based on actual paying customers who have stayed beyond 2 paid cycles after the 30-day trial.

Do I think this will be an everlasting impact? That's hard to say, results fluctuate over time for a variety of reasons.

My hypothesis, after listening to 1,700 instances of visitor feedback, was that by demonstrating the context of use, we would be able to provide an experience that told an accurate story.

It did, and it worked exceptionally well.

Am I in any way implying that million dollar tests are a dime a dozen? Of course not. I'm trying to illustrate that business value is another way to look at conversion lift.

Most tests are just a flat line zero impact. Some lose, and some win. But yes, the vast majority do nothing. I wrote about this because it was an exception.

Perhaps there wasn't enough clarity in the write up of the test. Hopefully this extra info helps that.

Thanks for discussing! Cheers Oli

malcolm• 12 years ago

Anyone else notice that Mozilla's advice mentions nothing about mobile and looks terrible on mobile browsers.

Have they not heard of this new "mobile" thing?

ldubinets• 12 years ago

Moz (formerly SEOMoz) has no affiliation with Mozilla.

Aldo_MX• 12 years ago

At one point I thought "why am I here"? I clicked misguided by the domain name, expecting optimization advice from Mozilla...

Eduard• 12 years ago

1. User clicks CTA

2. ???

3. Profit

Guide to Landing Page Optimization

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