Homepage optimization is a continuing process. Even after getting a significant lift, opportunities to better serve your customers exist beyond the results of your current testing.
In today’s MarketingExperiments blog post, we’ll use a real homepage as an example to show friction challenges your page might be having, along with five questions you should ask yourself about your pages.
That’s what Graham Arrowsmith, Business Development Director, Listnow, did after making significant changes to his homepage page from watching our Web clinic “Hidden Friction: The 6 silent killers of conversion.”
“I watched the videos, took notes, then tore into redesign,” Graham said.
But, he didn’t stop there. He also asked the MECLABS team of research analysts for optimization advice as well. Let’s first look at the changes Graham made, and then see the additional optimization analysis conducted by Kyle Foster, Research Analyst, MECLABS.
Also, you may find it helpful to have your homepages and landing pages printed out in front of you. We hope this post will give you testing ideas as well, so get your red ink ready to mark your pages up based on ideas you get from these changes and add them to your testing queue.
The Listnow team made the following changes based on Graham’s notes from the “Hidden Friction” Web clinic:
- The team included a call-to-action. (The previous page did not have one.)
- Homepage content was reduced because it was considered a distraction that created confusion.
- The claimed size of their database was lowered from an exaggerated 2M to 1.85M to reflect what is actually available to customers.
- The amount of text on the page was reduced
- Security seals were moved. They were previously buried in content
- Listnow simplified the forms, and considered how much information for which it asked.
The team also looked at the changes it didn’t need to make. The page did not have one of the elements of friction Dr. Flint McGlaughlin, Managing Director and CEO, MECLABS, taught about in the Web clinic: asking for too much information. “Not guilty,” Graham said. The previous Listnow page did not ask for any information from a prospect until they were directed to the sign-up.
Here is what the Listnow page looks like after Graham and his team made the changes.
Click to enlarge
Although Listnow is off to a great start, it is important to remember that optimization is not a sprint. It is a marathon. There is always room for more testing and improvements on those results.
After reviewing Listnow’s changes, Kyle had some testing suggestions for the Listnow team based on a Conversion Index Analysis he conducted using the MECLABS Conversion Index heuristic.
Kyle’s analysis also introduces five important questions that Graham, and every marketing team, should ask as they formulate tests.