I was just reading Beth Kirsch’s blog about landing pages, and it reminded me of a conversation I had with a company that submitted an RFP to me recently.
Beth discussed how MarketingSherpa hosted a call on landing pages where Anne Holland touted “64% more sales from a few layout changes that took maybe an hour, tops.”
Those numbers sounded really sexy compared to figures I was reviewing for this potential client. I pointed out a 50% depression in their sales from December 2003 to January 2004.
The response was that they made a change to the homepage at that time – WITHOUT TESTING the change. Just as certain tweaks can propel a page forward, there are plenty of moves that can kick sales into reverse.
And I think it’s a real shame that affiliates should suffer from the lack of testing by a merchant. Even more startling that nobody internally caught the mistake.
For anybody that’s looking to tweak their homepage or any other landing page, I’d urge you to check out the Landing Page Handbook from Marketing Sherpa.
What you don’t know could hurt you (and your affiliates).
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