How we increased landing page conversion from 5% to 55%
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How we increased landing page conversion from 5% to 55%
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Re: How we increased landing page conversion from 5% to 55%
#2Cool stuff! Semi-vague messaging working better for you goes against any intuition I ever had about landing page conversion
Re: How we increased landing page conversion from 5% to 55%
#3> Inciting curiosity works better than clarity
How many of those new users continue to use the service one month later vs your previous engagement levels? Just curious.
Re: How we increased landing page conversion from 5% to 55%
#4I don't know if I agree with everything here.. is the goal to capture emails/signups, or to get users that will use your product and provide meaningful feedback?
I know it's a chicken and egg problem, you want a large enough sample base to get users using the product but with vague messaging you are attracting people that wont use your product (people that you shouldn't target) and people that WILL use your product but don't understand the vague messaging. I would suggest taking all versions of the page and signup methods to test usability of the product. Optimizing on the initial signup is great, but if your users don't use the product after they signup bc it's so vague.. then you've just wasted all that optimization effort. Unless the goal is to create a huge list of signups.
Also, where is traffic coming from? Paid, organic search, social media, press release, tc, etc? That has a huge difference on your results. And what tools are you using to run the tests and what is the sample size? I think readers would love to hear those tidbits too
Thanks for sharing your findings.. good luck =)
Re: How we increased landing page conversion from 5% to 55%
#5I love the Super Bowl picture but I wonder how many remember the outcome of that play (was not good)
Re: How we increased landing page conversion from 5% to 55%
#6> Inciting curiosity works better than clarity How many of those new users continue to use the service one month later vs your previous engagement levels? Just curious.
It's hard to measure since we've seen engagement levels consistently rise over the past month, but we've also been doing a lot of OTHER work to increase engagement and bring people back to the site. For instance we've been driving community/discussions around specific teams on the site, sending out email notifications/newsletters, FB notifications etc, optimizing FB open graph- all of which have been pretty effective for engagement. It's still unclear whether there is a direct correlation between clarity on the landing page and longer-term engagement.
Re: How we increased landing page conversion from 5% to 55%
#7I'd be curious to hear about how you onboard new users - from all appearances, the vagueness/single page sort of force people to register if they want to learn about the product. What kind of onboarding or lifecycle setup have you implemented - and any preliminary stats you can share?
Re: How we increased landing page conversion from 5% to 55%
#8This was extremely interesting. I'll definitely have to take the time to make one of those newfangled "huge bg photo" landing pages with my signup form.
Re: How we increased landing page conversion from 5% to 55%
#9I don't know if I agree with everything here.. is the goal to capture emails/signups, or to get users that will use your product and provide meaningful feedback? I know it's a chicken and egg problem, you want a large enough sample base to get users using the product but with vague messaging you are attracting people that wont use your product (people that you shouldn't target) and people that WILL use your product b…
Hi, I'm the CTO of Sidelines (startup mentioned in the blog post).
For our landing page tests we use Google Analytics which now includes Google Website Optimizer. We track engagement by logging activity time stamps per user in Redis. We also track how many other friends a user invites as a means to measure our k-factor and we are definitely biased towards targeting users that are more likely to be engaged and bring other users to the site.
Re: How we increased landing page conversion from 5% to 55%
#10I don't know if I agree with everything here.. is the goal to capture emails/signups, or to get users that will use your product and provide meaningful feedback? I know it's a chicken and egg problem, you want a large enough sample base to get users using the product but with vague messaging you are attracting people that wont use your product (people that you shouldn't target) and people that WILL use your product b…
Yeah, I actually have the immediate response of bouncing back from that type of landing page. I have no idea what it does, so I have no incentive to sign up. I suspect that some may sign up just to find out what it is. I wonder what the effect would be of having that as well as some button or link to "Find out more"?
I think the results here speak more than any guesses we might make, but I'm just astounded with the results.
Side note: I was able to click "Sign In", and then from that page access the "About" page from the footer. That told me at least a little bit more about what the service is actually for.