« SES San Jose: Landing Page Optimization Roundtable | Home | Have me look over your landing page at ad:tech »
Gamble with your conversions to raise them
By Billy | August 19, 2008
You and your competitor’s all have the same landing pages. You have a hero shot of the product, a big call to action button and short, punchy copy. Or maybe you’re already ahead of your competitors and have run a few tests on your page, picking up more conversions on the way. In either situation, you’ll eventually hit a wall and struggle to get additional lift. So how do you continue to improve?
Go for broke. Try something you’ve never tried before. It might end up being a total failure, but it also might give you the lift you want.
The gamble you make with optimization can end in 2 ways:
- You lose X amount of conversions over the week or two that the test is running
- You gain X amount of conversions for the effective lifetime of the page
The possible upside dwarfs the downside by a large margin and, either way, you learn something new and can optimize the next test more successfully based on what you learned.
Luckily, with skill and experience, the risks of testing are minimized, however beating a strong page is never easy or guaranteed. But when you do find something new that works or see that your current page still is a champ, you can rest assured that you’re doing all you can to drive conversions.
Related posts
Topics: Methodology, Testing Concerns, Testing Techniques, Why Test? |
September 28th, 2008 at 11:58 am
It is interesting how it is almost impossible to lay down rock hard rules about bringing your conversion rates up,that is why multivariate testing rules.