All About Website Usability Blog – Holly Phillips


Marketing Sherpa’s “Surprising Wins from 2009”

If you’re not familiar with Marketing Experiments or Marketing Sherpa, you should check them out.  They specialize in landing page optimization and A/B/multivariate testing, and share a lot of their findings.  They just had a short webinar “Surprising Wins from 2009:  Using insights from an uncertain economy to drive 302% growth.” 

A few key takeaways:

  1. Even if you’re a design expert, you STILL should test.  These folks know all the tips and tricks to optimize a page and get the highest clickthru possible, but even they admit that they can’t always predict the outcome, so you should always test (specifically, A/B or multivariate testing).
  2. When demand is soft, make your value rock solid.  Figure out what it is that sets you apart from your competitors and communicate it.  Communicate your value with statements that are instantly credible; use quantitative statements rather than qualitative ones.
  3. When you have fewer resources, have your page do more.  Consider asking different questions to better be able to analyze the quality of the leads (thus letting you possibly pass fewer but more qualified leads to your sales force.
  4. When customers are overwhelmed, change your focus.  One example used a popup overlay with name/email capture and “start your free xx” call-to-action, overlaid over the original homepage.  This resulted in 64% conversion improvement.
  5. Measure what matters.  Connect your results to the company’s bottom-line results — eg convert ‘# leads’ to ‘increased revenue’ or ‘increased profit’.
  6. Test radically different strategies.  Don’t just test minor wording or layout differences – you may miss the bigger opportunity.
  7. Competitive analysis is vital.  This will help ensure your PPC ads and value propositions stand out.
  8. It’s never too late to start gaining value from testing.  Again – test, test, test

They also reiterated a few good design principles for eeking out the highest clickthru possible:

  • use a dedicated landing page instead of sending people to a page on your site
  • remove unsupervised thinking – make it clear what the main objective of the page is
  • reduce friction and anxiety (long forms, confusing terms, asking for private data)
  • place testimonials close to call-to-action (best way to alleviate any anxiety)
  • clarify the value proposition and ensure continuity (carry the value proposition through from step to step, have a clear headline that reinforces whatever the offer was that led to the page
  • have credible content and include credibility indicators where appropriate
  • ensure a clear and compelling call-to-action action button (eg “get free access” instead of “click here” or, worse yet, “submit” ).  And focus focus focus – don’t have 6 alternative calls-to-action — have one
  • understand and use the typical eyepath (eg don’t put the call-to-action or primary information in the secondary right-hand area of the page)
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