Archive for the 'Landing Pages' Category
I attended my first webinar yesterday and I have to admit I was pretty impressed. I’m going to start attending more and blogging about the items I thought were important to note and related to improving ROI. The webinar I attended was an AMA Webinar called Landing Page Optimization: A Process using Google Analytics and Google Website Optimizer.
You can find the webinar here and the slides here. The two presenting panelists were: John Hossack, VP Bus Dev and Usability at VKI Studios and Tom Leung, Business Product Manager at Google (Website Optimizer).
I have a lot of notes but I think this was one of my favorite takeaways from the presentation. In Tom Leung’s slides he had this graph that visually displayed which pages you should spend a majority of your time testing to increase conversions (I took the liberty of redesigning it a little for the blog):
The blue/green circle is where we should spend our time with tests. It is clear that high traffic, high priority pages should be the pages you test first.
This image makes a lot of sense and most of us would probably say “duh!”; but, what is unique to me is the thought that we need to spend some time testing other parts of the site even if it has already been optimized or if it is deemed unimportant (privacy page?).
One of my favorite examples of making the legal terms page engaging and humorous is Homestar Runner’s legal page…check it out! Stick around for 20 seconds or so…I bet that small change is enough to keep people engaged with the site even if it wasn’t tested.
Don’t get caught up testing the low traffic, low priority pages - focus on improving the pages that will have the biggest impact on the bottom line first, then have fun with the other pages. 
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This was almost the title of one of the top del.icio.us bookmarks today - and I haven’t tested it yet but I am very excited about the prospects of what it could do for longer landing pages or heavy css/js websites so I had to share it now!
I will post results soon but I would love your comments:
Original article was on Acid Drop and it was entitled: Improve website load time by 500% with 3 lines of code. Read that post and apply it to your landing pages to decrease your landing page load time now!
Huge hat tip to Leon Chevalier at Acid Drop!
I thought I would add one more thing - these are the tools Leon used to measure page load time and he displayed a couple screen shots from these programs. We recommend downloading these to conduct your own tests:
Don’t forget to check out the comments on AcidDrop - excellent fixes for WordPress are in there.
We will be posting our landing page results within the next couple weeks!
One more thing - we HAVE tested flash load vs. bounce rate with one client (technically a small sample in a VERY competitive industry) and we noticed that almost 50% of our clicks were NOT being captured by analytics because the analytics js was at the bottom of the page - we concluded that a page that takes longer than 5 to 7 seconds to load will lose 50% of the audience before the page is even finished loading! Ouch!
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