Comments on: Web Page Optimization: Basic principles your peers use to increase conversion

By: Daniel Burstein

Daniel Burstein — Thu, 06 Oct 2011 14:44:24 +0000

Yes, we do have a newsletter

By: BG mail

BG mail — Thu, 06 Oct 2011 14:30:41 +0000

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By: Daniel Burstein

Daniel Burstein — Wed, 02 Feb 2011 15:40:28 +0000

Randy,
Well, the most effective way is to test. What works best varies by audience, product, even time of year.

That said, and I assume you’re talking about a PPC ad that leads to a specific landing page with a conversion goal, less is more. You want to focus the visitor’s eyepath on your main conversion goal. Again, the most effective tactic will vary by what your actual goal is, but if your goal is a conversion, you should be as least distracting as possible, so no nav, or seriously de-empahsized nav is the best way to go.

Think about it this way, if you were asking a girl on a date, would you say, “Would you like to do out on a date with me? Also, there are seven other options of things we can do together: Just be friends, study together, never talk to me again, etc…”

To quote from a MarketingExperiments Research Article, “Be very careful about using navigation on a landing page. Eliminate elements that distract the eye path flow from the objective. Less IS more. You could put navigation at the bottom if you have to have it.” You can read more in Landing Page Confusion—How Does Having More Than One Objective to a Page Affect its Performance?

By: Randy Laub

Randy Laub — Tue, 01 Feb 2011 21:50:03 +0000

Daniel, Tim’s comment had me thinking about a topic of debate in my office. That is, in the interest of on-page PPC conversions, what nav is optimal? – full top nav, footer nav, or no nav? They all have benefits but there seems to be conflicting goals of “let the customer educate through site nav movement” versus tightly controlling (limiting) a PPC page with no exits. Any thoughts on this topic, prior posts or ME webinars?

Randy Laub
Director of Marketing
MegaPath, Inc.

By: Homepage Optimization: How your peers use keywords and communicate with visitors

Homepage Optimization: How your peers use keywords and communicate with visitors — Mon, 30 Aug 2010 07:03:08 +0000

[...] Web Page Optimization: Basic principles yours peers use to increase conversion [...]

By: leif

leif — Sat, 14 Aug 2010 05:34:50 +0000

Fanatastic post! Makes me change my embargo on commenting