Editor’s Note: For anyone new to this blog, Adam Lapp has been MarketingExperiments’ head of optimization for around three years. He’s been optimizing web paths for much longer, though – somewhere in the ballpark of 10 years. I’ve personally worked with Adam for five years now, and he has, hands down, the most brilliant optimization mind I’ve ever seen.
So naturally, I was thrilled when he sent me a draft of this post for the blog. It’s been a while since Adam took some time out of his busy schedule to write for our blog, but his posts are full of real-world optimization wisdom that many of our readers have found invaluable in the past.
The casual tone of this post may be a little different from what you might be used to on this blog. That’s because I’ve left Adam’s personal writing style, for the most part, intact. This post is written by a true expert and I wanted it to be as directly from the source as possible.
I hope you enjoy. Here’s Adam…
I remember I once I designed and ran four tests in a row — two product page tests and two homepage tests — for a Fortune 500 industrial supply company, and lost every time. The designs were solid – better navigation, easier to find buttons, improved copy and value proposition – but they all lost.
When I look back at it, these four tests lost because I was trying to optimize webpages.
So, what the heck am I talking about?
Well fortunately and unfortunately, the probability of a prospect converting begins increasing or decreasing long before they get your website.