Landing page of the efficient optimization idea is simple and simple!

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August 29 News According to foreign websites, an ugly and simple page in its only remaining week, the conversion rate unexpectedly as much as its replacement page 300%.

A creative guide was contemptuous of my design and turned my ppt frame directly into an HTML page. Then it was sent to the client, without making any changes. Because she can not do the so-called "simple" design. After seeing this HTML page, the customer immediately annoyed to ask the agent to do more advanced design. There are no other pages to replace. This ugly and simple page existed for one weeks. But within this one-week period, the conversion rate of this page is 300% of the page it replaces.

If, in my career as a strategic expert and advisor, I have been fighting with clients over the landing page, the battle is mostly "simple" for landing pages. Why don't people like plain landing pages? Here are some of the comments I've heard over the years:

"It makes us look unprofessional."

"It doesn't represent our brand."

"It looks like a little kid's idea."

"No one is going to look at this page and don't think we're a real company."

"Unless we do more product descriptions, who would buy it?" ”

"There's not much to think about."

However, I still ask for their trust and urge them to at least test this idea and idea. So something interesting happened. These pages run very well. In fact, the pages that contain more "design" or "creativity" or "information" are not as good as the simpler pages in the test. In this kind of test, getting a 50% to 100% promotion doesn't surprise me.

All my favorite stories come from the agency world. One of the true stories:

"There is a creative guide who treats my design contemptuously." Convert my PPT frame directly to HTML page. It was then sent to the client without any modification----because she could not do the so-called "simple" design. After seeing this HTML page, the customer immediately annoyed to ask the agent to do more advanced design. There are no other pages to replace. This ugly and simple page existed for one weeks. But within this one-week period, the conversion rate of this page is 300% of the page it replaces. So this page is still alive after a year. ”

But today is the time to rethink the benefits of simplicity. Until today, I've always thought that a "simple" page can produce results because it brings a simple user experience. In essence, it can provide users with practical content to consume and absorb. Functionally speaking, it can provide users with an easy experience and interface. Simplicity drives users to further their goals. There is no doubt about this.

"We live in a world that is constantly speeding up," said Paco Underhill, who I am deeply appreciative of. Therefore, the "easy" feeling is as important as the "easy" fact. "This kind of observation deeply shook me.

I immediately thought: Landing page "Simple" not only in the functional and practical applications to help users. It also fostered a positive attitude when the user first identified the landing page. The "simple" state of being able to see before the start of the operation makes users feel comfortable and confident.

The so-called "first-time landing page" refers to the time between the page download and the user determines whether the page has relevance between the period. Most studies consider this time to be 3-5 seconds long.

I have quite a lot of resonance with Paco's comments. I've started to spend more and more time thinking about "first-time" issues strategically, and how it affects conversion rates. Just a few weeks ago, Otto a test to see if the conversion rate could be improved by hardening keywords and search engines on the landing page. They assume that strengthening keywords and certain resources is a method that can be easily and quickly created and have a positive impact on the user experience and the final conversion rate.

We found in the test that the customer's assumption of the page, are some of the enhanced landing experience will have the effect of the page. On the important Product list and brand page, each visitor income (rpv:revenue per visitor) was upgraded by 71%. The impact is much smaller (albeit moderately elevated) when users can determine the relevance of the page when they log in.

We speculate that the more difficult the page is designed or displayed to allow users to judge the relevance, the greater the positive impact the enhanced activity can bring. I felt strongly that RPV's ascension was due to: by placing search requests and resources in a precise area (the landing page area of the user's eye exposure to the Eyeball Analysis report), the "first time" is shortened, which allows users to stay in the "process" that is always important in trying to achieve their goals.

Summary: Positive factors to improve the conversion rate of landing page

1. At the "first time" so that users feel the page easy to use.

2. Strengthen relevance at the "first moment".

3. Practical application also should be simple (Zebian admin01)