There’s an old adage that our CRO team likes to share. Companies spend $92 of every $100 to bring customers to their site, but only $1 to convert them.
Seems off, doesn’t it?
Landing page experience is one of the more under-optimized facets of search marketing. It doesn’t fit neatly into a budget, so it’s difficult to find resources.
The average search marketer doesn’t have the skillset to design and build a landing page.
Powerful development tools like Unbounce and Instapage exist to do the heavy lifting. But without the right starting point in mind, it’s akin to giving a 16-year-old a driving test in a Ferrari.
This author has many misgivings around old best practices.
Lists of features, minimized form fields, and trust signals are great, but won’t make you stand out.
Testing new versions of the same ol’ same ol’ leave you stuck in a feedback loop. You collect small wins, but don’t impact the business.
Remember, you aren’t optimizing for conversion rate alone. – Read more