Landing Pages – Decrease Choice to Increase Conversion

by Anthony on October 21, 2006

Jonathon Mendez has put up a great article titled “Choice Kills Conversion“.

Too often websites, landing pages and even ads decrease the odds of conversion by presenting considerations to users when they are already past the consideration stage and ready to buy.

Much like Columbus showing how to stand an egg on its end, this seems blindingly obvious now that its been pointed out.

Practical example: If you run an Adwords campaign for Ugg Boots then conventional wisdom suggests you create special landing pages for various keywords and phrases. So if I click an add for Jumbo sized Ugg Boots, then you’ve got a better chance of me buying your product if you don’t show me options to Mid-sized boots too – thats just going to confuse me!

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