Other: Trust badges, links, navigation, copy, images, content length, pricing, funnel
More: The Landing Page Cards Deck
(Inspired by Paras Chopra.)
Reports show that radical new design on essay websites for students increased sales by 50%.
Radical design on a checkout page will gain a 14% increase in sales without releasing any new products or spending money on ways to get more traffic to the website. Radical redesign on sales pages is proven to improve sales by 20%.
Anyone else seeing a pattern here?
Jason Fried’s mantra while testing was: “We need to test radically different things. We don’t know what works. Destroy all assumptions. We need to find what works and keep reiterating it—keep learning.”
37signals’ radical redesign achieved gains up to 102.5%.
Google has this philosophy that, “It does not matter whether you are an engineer or a vice president, at the end of the day a decision comes down to ‘What does the data say?“
Start simple. Test how changing the headlines on your page can make a significant difference. Does your profit grow? We bet it does. Remember; don’t touch anything else on the page, just the headline!
The Gary Halbart tutorial will teach you how to write killer headlines. 37signals article will show you how to test multiple headlines on the page. If you are interested in how headline updates conversion boosts evidence, watch these two videos by Google.
If you don’t have call to action button, make one. (Case: +62%)
Change the button text. (Case: +29%)
Change the button colors. (Case: +5%)
Change the button shapes, elements and sizes. (Case: +6.3%)
Add text around the buttons. (Case: +28%)
“Consolidated Label, A/B tested a new design with a prominent call to action button on their test page. Their original web design did not have any call to action buttons so they tried making an A/B test with one. They did expect an increase in conversions but they didn’t expect it to produce a 62% increase in conversions over the original design.”
There are three kinds of testimonials you can test on:
There is an often overlooked adjunct to the subject of ideas in commerce; stealing them. Or, to put it more pleasantly, emulating them.
The error of failing to emulate a winning idea pervades every industry, at all levels, and always has done. Often this is due to indolence or folly. Of indolence, no more need be said. The folly, on the other hand, usually takes the form of a peculiar and pernicious affliction, known colloquially as the ‘it wasn’t invented here’ syndrome. I would place this affliction very high on the list of reasons preventing individuals and companies from achieving major success.
“In 2011 a fund-raising site called GoFundMe was talking with WePay about the possibility of switching to its service from payment giant PayPal.
Using A/B, WePay could present GoFundMe CEO with an irresistible proposition: Give us 10 percent of your traffic and test the results against PayPal in real time. It was an almost entirely risk-free way for the startup to prove itself, and it paid off. After GoFundMe CEO saw the data on the first morning, he switched half his traffic by the afternoon—and all of it by the next day.”
Wired has a big article on A/B testing.
“Does your site have a PayPal button on it? If not, add one today!”
The answer: they’ve never tested it.
“In the past, you must have come across one of those long sales pages that never seem to end. Most designers hate long sales letters because they contain heaps of text but apparently lack on aesthetic fronts. Some people go to extremes and even call such sales pages evil forms of internet marketing. Truth be told: long sales letter pages are based on learnings from direct marketing and the catalog industry, so there is nothing inherently evil about them. In fact, many marketers still use long form of sales pages because they convert visitors like crazy.”
37signals’ long sales letter page increased signups by 37.5%
If landing page design were game of poker, here are the strongest cards you could have in hand:
9: Trust (badges)
4: Content length
Joker: Radical Redesign
(Inspired by Paras Chopra.)
“Despite having the second-highest circulation of any U.S. newspaper, the USA Today was the least trusted brand among both consumers and local service professionals, actually decreasing conversions by 25% and 13%, respectively.
Including multiple press logos together on our landing pages increased conversions by 17%. However, certain newspaper brands performed better than others when placed alone on our landing pages: The Washington Post and the New York Times were the most trusted brands among consumers, increasing conversions among consumers by 32% and 29%, respectively. The Wall Street Journal was the must trusted brand among local service professionals, increasing conversions among professionals by 8%.”
“Don’t think you’re building a brand – you’re not Coca-Cola or Johnson & Johnson. The minute those users leave your site you are out of their minds forever.”