“If you need outcomes, you’ll want to begin by setting targets. When your targets are set, you’ll want to learn the way to greatest obtain them.”
I believe we are able to all conform to the logic behind this assertion. And precisely the identical logic might be utilized to touchdown web page optimization.
If you wish to create a high-converting touchdown web page, you’ll want to begin by defining the objective of your touchdown web page. After that, you’ll want to construct the very best touchdown web page to attain that objective.
A fantastic touchdown web page is a way to an finish – however not an finish in itself
A fantastic touchdown web page may help you obtain your objective, however it shouldn’t be the objective in itself.
Because of this it’s vital that you would be able to depart the “artist” on the shelf for some time so you’ll be able to assume an analytical strategy and deal with giving your potential clients what they want with the intention to make the correct resolution.
From a strictly esthetic or creative perspective, the ensuing touchdown web page might not be essentially the most artistic resolution. However basically that doesn’t matter. What issues is that the touchdown web page will get as many potential clients as attainable to make the correct resolution.
The objective of LPO is to get conversions – not artistic awards
If the touchdown web page itself is the principle objective, you’ll be able to simply find yourself designing a web page that appears nice however doesn’t have any impact on the choices of your potential clients. Which will get you a nomination for a artistic award, however it gained’t get you extra conversions.
I’ve been in a number of conditions the place we designed an superior touchdown web page that impressed the consumer – solely to arrange a break up take a look at and discover out that it had little or no optimistic impression on conversions.
Let me provide you with an instance from the actual world:
Right here’s an instance from a case research the place my enterprise companion and I “optimized” and redesigned a touchdown web page for a consumer. The management web page was fairly boring and really heavy on plain copy.
In earlier checks, I had achieved vital lifts solely by optimizing the copy and stating the general worth proposition extra clearly.
So for the brand new therapy, our major focus was optimizing the design and making a extra esthetically pleasing variant.
We had been more than happy with our new lovely touchdown web page design, and hopes had been excessive for the elevate it was sure to generate. The take a look at outcomes stared rolling in, and from the start they had been unmistakable – our variant carried out considerably worse than the management web page. Actually, our therapy decreased conversion by 30.27%.
We had been bowled over by these outcomes. How may our new variant that regarded so a lot better carry out a lot worse? Furthermore, how may a radical redesign fail so miserably, when minor copy adjustments may generate substantial lifts?
The copy adjustments had been laser-focused on conveying the worth of the supply and giving potential clients what they wanted with the intention to settle for the supply. In different phrases, I centered on optimizing the choices of the potential clients and never a lot the web page itself.
With the redesign nonetheless, it was the opposite approach round. We missed the objective of the web page and made the error of assuming that optimizing the web page itself would mechanically leads to extra conversions.
Ultimately we did provide you with a redesign that labored, and we ended up with a variant the generated a elevate of 48.69%, read the entire case study here.
A ridiculously easy tip to keep away from the pitfalls of touchdown web page design
Designing a high-converting touchdown web page takes time, effort, analysis, and rigorous testing. If you need long-term success, there are only a few brief cuts. However I do have one ridiculously easy trick that I discover very efficient.
At any time when I’m concerned in designing a touchdown web page, I’m going over all of the totally different design parts one by one and ask myself “How will this ingredient assist potential clients make the correct resolution?”
If the reply is “Uhhhh” or “Hmm, I’m unsure – however it appears cool!” I rethink whether or not that ingredient truly has a task to play and whether or not it actually deserves to be on the web page.
