Landing Pages : Long vs short
There seems to be a perennial debate on the pros and cons of long versus short pages, usually between experts. The short answer (no pun intended) is that you must be testing the landing pages empirically as different markets, visitors and sites are going to have different results. Key considerations when thinking about long vs [...]
Skinny is better, sadly
It’s not just the modelling world that seems to prefer skinny things, so does the average the Internet visitor. Page load speed matters, and it is time to get serious about it. According to Strangeloop Networks reducing load time increases performance and therefore slower page load hurts conversion rate: 57% of visitors will abandon a [...]
Objects & processes. Liberating design.
First off, I’d like to start by saying that we are not a design company but have individuals who have undoubted talent in designing stuff. Me, I have not a creative design bone in my body! What prompted this post was a recent encounter with a client’s design company who were “re-designing” some element of [...]
Look at me
Testing the efficacy of web-forms and landing pages is so ingrained in what we do that frequently we overlook old learnings when new projects along. Recently we were contracted to build a specific landing page/micro-site campaign for a client and the agency usefully provided a number of images (of people) to be included on the [...]
YouTube embraces A/B testing
Testing small changes can make a huge difference to performance, it’s an approach which rant on about to our clients on a daily basis and they, generally, listen to our ideas and frequently see campaign-changing improvements in conversion rates and corresponding drops in CPA. However, most companies test in secret and don’t reveal the results [...]
Choice architecture : Using intelligent defaults
Supposedly, humans are terribly lazy, easy to manipulate and creatures of habit. That’s great news if you can leverage these traits to help your online campaign. Traditional wisdom states that people should be offered lots of choice. This is plain wrong, too much choice creates procrastination. Some say providing choice is a fundamental part of [...]
Landing Zone : Dealing with PPC Traffic
How Landing Pages have transformed PPC traffic Since the original specification for the world-wide web was drawn up in the 90′s by Tim Berners-Lee there is, remarkably, a ghost still haunting the Internet. It’s called the “HOME” page; we’ve all heard of it, we naturally assume that the page we land on when we click [...]
Quickies : Web forms that work
Probably the most frequent question we are asked is “how can I make my call-to-action web form convert better?”. Here’s a quickie, 10 minute read to get you started. There’s not much we don’t know about web forms. We’ve been designing forms on web sites since 1996 and were one of the first companies in [...]
Content reductionism in the web world
Less really is more Attention span online is really short Keep it simple stupid One fact beats a thousand opinions Useful Information The percentage split of time spent reading/browsing versus doing stuff is dropping as consumers are now comfortable buying, organising and completing transactions online. This means the traditional drive to generate marketing-led content has [...]
38% improvement in conversion rate
We’ve recently completed a project in the Healthcare sector yielding a 38% improvement in on-site conversion rate whilst battling a 15% drop in overall traffic. Like many marketing departments, they had a view of what would and what wouldn’t work and for some time now had been following a very traditional but blinkered approach to [...]
