| Credo Mobile Increased Email Landing Page Conversions by 84% |
SiteTuners conducted an Express Review of their landing page (shown on the right) in order to identify major conversion issues. By understanding the way the visual perception system and brain works, it is possible to accurately simulate how a web page will be viewed during the first few seconds of eye movement, and where attention will be focused. In this case, an Attention Wizard heatmap of the “before” page shows scattered eye movements (yellow lines) that bounce all over the page. Drawn by bright blocks of color and sharp areas of contrast, the eyes do not find a place to “settle”. The colored “attention heatmap” likewise shows attention spread into many areas on the page. In the midst of all of the visual “noise” the green call-to-action button is lost and ignored.
The final landing page (shown on the right) was tested against the original and performed 84% better. Why the radical difference? It can be argued that the landing pages are similar. Both show a single image of a phone and a distinct call-to-action button. An Attention Wizard heatmap of the winning layout provides the answer. Unlike the original design, the final page shows controlled gazing focused on the cell phone and the call-to-action button. After briefly scanning the logos of the progressive causes that CREDO supports (“social proof” that provides a “halo effect” by association), the eye returns to the circular offer call-out and the phone. The call-to-action button is one of three red attention “hot spots” on the page. The CREDO Mobile case study demonstrates some important elements of successful landing pages:
The new landing page may not be that exciting visually, but that is okay. In fact it is desirable. On a toned-down page the call-to-action emerges from the relative stillness of the page. “Boring” works. And it makes you a lot more money – that should make it a lot more exciting. |
