Question and Answer website Quora landing page optimization uncover: Less is more

On the famous question and answer social networking site Quora There is a problem: why Quora not on the landing page to show the problem and answer the flow of information? Original

Why is

Instead of

Andy Johns, Quora's product manager, answered the question with the approval of a lot of people in the community. I translate the question he answered into Chinese, you can also go to see: the original

The current landing page has become sparse because it hasn't done too much tweaking since the product was online, but we've planned to refactor the page and test for different improvements (with a lot of information or a little information display).

The landing page is designed to drive a larger number of user registrations, and as far as I'm experienced, less content means more user registration, because less information content can prompt users to take a priority on registering.

So, our tendency to optimize landing pages is to show the value of the product and convince the user to sign up to use our product. Intuitively, the best way to convince users to sign up for a product and give them the best user experience is to articulate the value of the product. However, let the user send a "Wow!" at the moment they see the landing page. is not easy, because you do not have so many user information, user needs vary, and you can not personalize your product to provide a different user experience.

For example, users can use the landing page search box to find information when they are not logged in. And after landing search, we can through the background data Services analysis of user behavior motivation, and to optimize the search results to improve the user search experience. However, many times, the E-commerce site seems to have little meaning, Amazon can in both cases give you the best product recommendations.

Theory belongs to theory, practice belongs to practice. In order to find out what kind of design can improve the registration transformation, we will test the different features of the first page. I will stick to it because we believe we can provide the best experience for registered users.

Here's an example of how the Twitter landing page of 2 and 3 years ago has evolved.

2-3 years ago: All things are on top, search box, star user, popular push, promotional video ... Then there is the registration button.

This is not the current Sina? So you know what Sina is playing is Twitter3 years ago not the interface. Yuan Fang, what do you think?

1-2 years ago: A little cleaner, still have a search box, a row of star user icon display, and then is a more prominent registration form.

Current version: A living picture (not clickable), a beautiful copy, and then landing and registration form. The message is concise, but it does improve the registration conversion rate.

After the revision of Tencent Weibo.

There may be a lot of people who disagree with this optimization approach, and they think it's a lack of foresight and the user experience is pretty bad! To be honest, people who say these things are talking nonsense! The best way to get your product approved is to have the user sign up for it, especially if you're developing a new user experience.

The landing page you see now is not static, and I guarantee that we will make it more concise and focused.

Summary:

1, landing page used widely, according to the focus of the product, landing page optimization design methods are also different.

2, from the perspective of operational marketing, landing page is a mission. Everything takes the conversion rate as the consideration, including the registration transformation, the order transformation, the flow transformation.

3, highlight the key, don't put some no information abruptly squeezed in a page, it can't afford ... Marketing page to highlight the registration, ordering on the OK, form can be large, buttons as eye-catching as possible, highlighting the core values of the Display page is good ... Most of the landing pages I've seen in China have a common problem: long-winded, not confident. For example: In order to highlight the best service, List A lot of cases, and also write a lot of nonsense, appear very unsure.

4, finally, concise, concise, or concise. Apple's official website is more research and research.

P.S. A foreign article specifically introduced landing page optimization articles: Landing page optimization Tips

Article: Yu Ai