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Growth Tip #11: The “Get Right to the Point” Landing Page

“The trick isn’t adding stuff, it’s taking it away.” Mark Zuckerberg, Facebook.
 
Love him or hate him Mark’s got a good point. Sometimes we think adding more will increase our conversions.
 
Add another button, another paragraph, another slider, another flashy annoying blinking gif, and that will get the website visitor to want to buy more, right? Not always.
 
Often it’s wise to do the opposite of what you think is going to work, like, gutting the page to just the essential information needed to make a decision. Sometimes simplicity beats complexity.

How to execute this growth tip

1.

Create an account using one of the tools below to build landing pages or to create alternate versions of your website and funnel pages for testing.

2.

Make a list of the long and complex pages on your website or in your funnels. Rank them by conversion rate and pick the top performers and the worst performers to initiate your test.


Often it's best to start at the extremes and test those first to get big lifts, versus the middle-of-the-road pages.

3.

Design simpler variations of those pages. Set them live. Be sure to track the conversion rates of the control page (the page you didn't change) against the new variations.


Run the live site for at least a week and then review the data to see which is the winner (most click throughs, most downloads, etc., whatever you conversion metric of choice was).

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