Comments on: What “ugly duckling” landing pages can teach us http://www.marketingexperiments.com/blog/marketing-insights/what-%e2%80%9cugly-duckling%e2%80%9d-landing-pages-can-teach-us.html Marketing insights, answers, and research from the analysts at MarketingExperiments.com Wed, 08 Feb 2012 19:19:47 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Rob http://www.marketingexperiments.com/blog/marketing-insights/what-%e2%80%9cugly-duckling%e2%80%9d-landing-pages-can-teach-us.html/comment-page-1#comment-400 Rob Mon, 28 Apr 2008 21:02:30 +0000 http://www.marketingexperiments.com/blog/2008/04/what-%e2%80%9cugly-duckling%e2%80%9d-landing-pages-can-teach-us/#comment-400 Very good post. When we started testing, we thought we had a good eye and a good idea about what would work and why people would do certain actions. Boy were we proved wrong! Now we don't even try to guess...we just upload it and test against the control. And yes, because of this, we now test everything! Rob Very good post.

When we started testing, we thought we had a good eye and a good idea about what would work and why people would do certain actions.

Boy were we proved wrong! Now we don’t even try to guess…we just upload it and test against the control. And yes, because of this, we now test everything!

Rob

]]> By: Scott Clark http://www.marketingexperiments.com/blog/marketing-insights/what-%e2%80%9cugly-duckling%e2%80%9d-landing-pages-can-teach-us.html/comment-page-1#comment-399 Scott Clark Thu, 10 Apr 2008 00:05:58 +0000 http://www.marketingexperiments.com/blog/2008/04/what-%e2%80%9cugly-duckling%e2%80%9d-landing-pages-can-teach-us/#comment-399 In my experience the ugly duckling page is often replaced by the 'designers' without any thought to what will happen to performance. But that's not the worst thing. When you tell some clients about the ugly duckling's superiority in performance, many STILL will not let you put it back in place. This is the bane of my consultancy. How can someone stand in front of a group of people with an ugly webpage and a large conversion number and get ego-designers (who often HAVE NO measurements) to be quiet? In my experience the ugly duckling page is often replaced by the ‘designers’ without any thought to what will happen to performance. But that’s not the worst thing. When you tell some clients about the ugly duckling’s superiority in performance, many STILL will not let you put it back in place.

This is the bane of my consultancy. How can someone stand in front of a group of people with an ugly webpage and a large conversion number and get ego-designers (who often HAVE NO measurements) to be quiet?

]]> By: Hunter Boyle http://www.marketingexperiments.com/blog/marketing-insights/what-%e2%80%9cugly-duckling%e2%80%9d-landing-pages-can-teach-us.html/comment-page-1#comment-398 Hunter Boyle Wed, 09 Apr 2008 15:20:49 +0000 http://www.marketingexperiments.com/blog/2008/04/what-%e2%80%9cugly-duckling%e2%80%9d-landing-pages-can-teach-us/#comment-398 Hi John-Scott, Thanks for the post and good questions. You're spot on: results are results, aesthetics be damned. The landing pages were tied to a PPC campaign, with a "radical redesign" A/B test to uncover the prime movers on the page. There's actually much more to write about with this test -- relevance of the PPC ads to landing page copy, the target audience and quality of leads being generated, how those leads are handled later in the funnel, etc. When we have more results, we'll surely cover this case in more depth in an upcoming Web Clinic. If you're receiving our <a href="http://www.marketingexperiments.com/create-your-marketingexperiments-account.html" rel="nofollow">MarketingExperiments Journal</a>, we'll let you know when we cover these tests in more detail. Hi John-Scott,

Thanks for the post and good questions. You’re spot on: results are results, aesthetics be damned.

The landing pages were tied to a PPC campaign, with a “radical redesign” A/B test to uncover the prime movers on the page.

There’s actually much more to write about with this test — relevance of the PPC ads to landing page copy, the target audience and quality of leads being generated, how those leads are handled later in the funnel, etc. When we have more results, we’ll surely cover this case in more depth in an upcoming Web Clinic.

If you’re receiving our MarketingExperiments Journal, we’ll let you know when we cover these tests in more detail.

]]> By: John-Scott Dixon http://www.marketingexperiments.com/blog/marketing-insights/what-%e2%80%9cugly-duckling%e2%80%9d-landing-pages-can-teach-us.html/comment-page-1#comment-397 John-Scott Dixon Wed, 09 Apr 2008 05:08:05 +0000 http://www.marketingexperiments.com/blog/2008/04/what-%e2%80%9cugly-duckling%e2%80%9d-landing-pages-can-teach-us/#comment-397 Hunter, The ugly duckling has always driven me crazy, but results are results. I have two questions: 1. Are the landing pages you created connected to an advertising or email campaign? 2. Are you using a/b split or multivariate testing software to analyze the results? If so, from what company? Hunter,

The ugly duckling has always driven me crazy, but results are results. I have two questions:

1. Are the landing pages you created connected to an advertising or email campaign?

2. Are you using a/b split or multivariate testing software to analyze the results? If so, from what company?

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