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Guide to Landing Page Optimization (moz.com)
255 points by ra00l on May 21, 2014 | hide | past | web | favorite | 25 comments



An okay summary of landing page basics.

The part about 1,440 more new trial signups equaling over a million dollars per year is plain silly. Not all trials will convert into paying customers--especially when plans start at $49/month.

The main lesson you should take away from this is to A/B test your hypotheses. (By the way, that means starting with a hypothesis.)

Also, keep your expectations in check. Reading stories about a single test resulting in +$1,000,000 will delude you into thinking that every test will result in huge improvements. In reality, most tests don't have a conclusive winner. Optimization is a process... It is not a one-day or get-rich-quick affair.

Edit: Apparently it's not OK to mention I'm a marketer...? I removed that bit. If you're downvoting for some other reason it would help me if you explained.


To clarify. The lifetime value of a customer shown in the post is based on an average after churn and cancellations are taken into account. So it is based on actual paying customers who have stayed beyond 2 paid cycles after the 30-day trial.

Do I think this will be an everlasting impact? That's hard to say, results fluctuate over time for a variety of reasons.

My hypothesis, after listening to 1,700 instances of visitor feedback, was that by demonstrating the context of use, we would be able to provide an experience that told an accurate story.

It did, and it worked exceptionally well.

Am I in any way implying that million dollar tests are a dime a dozen? Of course not. I'm trying to illustrate that business value is another way to look at conversion lift.

Most tests are just a flat line zero impact. Some lose, and some win. But yes, the vast majority do nothing. I wrote about this because it was an exception.

Perhaps there wasn't enough clarity in the write up of the test. Hopefully this extra info helps that.

Thanks for discussing! Cheers Oli


I can't comment much on the subject for my lack on knowledge, but that was a very well written, entertaining article that I enjoyed reading.


Agreed! This was a good read using simple terms and examples. Most of these examples I've picked up from bunch of different sources. Love that this is all bunched up into one page.

Only downside of that site is some optimizely.com scrip that never finishes loading.


I totally agree, never send people to your site's home page. Unless your site's home page is a landing page.


Anyone else notice that Mozilla's advice mentions nothing about mobile and looks terrible on mobile browsers.

Have they not heard of this new "mobile" thing?


Moz (formerly SEOMoz) has no affiliation with Mozilla.


At one point I thought "why am I here"? I clicked misguided by the domain name, expecting optimization advice from Mozilla...


Are there any simple ways to build a simple landing page for a product idea I'd like to test?


You can download free landing page templates, or use landing page hosting services like unbounce, instapage, etc... https://www.quora.com/Are-there-services-similar-to-unbounce


unbounce.com has a pretty nifty system going, especially if you want to try a bunch of different systems quick. beyond that you can just grab a template from some place like themeforest and try out a few different WP landing page themes.


Instapage offers basically the same feature set for a lower monthly subscription and offers a way easier to use builder. Have you tried it?


I feel like the "same thing but cheaper" biz model is a terrible way to compete. Unless you have a dramatically lower cost structure, it basically means that you're kneecapping yourself in terms of revenue and profits.

From a potential customer standpoint, price is important, but your site makes price hard to find and it looks like you took the Unbounce prices and lowered each by $20/mo. Also, the single get started now button across all three plans is confusing, it looks like a mistake.

Your service looks cool, but I hope you can develop a stronger pitch than "Unbounce but cheaper, and maybe a bit easier." That feels like a commodity to me. I'm not sure what the stronger value proposition is, but I'm sure you'll find it. Your product looks great.


First of all, I need to mention that I am the CEO of Instapage. I apologize for not including this on my initial comment.

We are currently running split tests on our pricing page and the large button is one of them. We'll see what the data says ;)

It's not a bit easier, our builder is dramatically easier. Try the two and then let me know what you think.

We also don't nickel and dime for new client accounts, team members, etc. which unbounce charges $10/each for after you've reach the limits set by the plan. We actually offer unlimited team members on all plans (including free).

Lastly, we are not slightly less expensive. Unbounce's closest to an unlimited plan is nearly $499, however this is hidden within the app.

We are building a landing page tool that anyone can use, not just advanced designers within a marketing department of a larger company.

Don't believe me... try it out!


I forgot to mention that we do have features that unbounce does not provide.

Example: We provide a wordpress plugin to easily publish pages to a website built on Wordpress.


look forward to trying it out.


So would that be better than something like weebly. I'm really just want to get a sense if there's interest in the product at all before I build it. So I'm not sure if I'd need much optimization.


I see you, Instapage CEO.


So what if he/she was?

I kinda like seeing two competitors pitching to a prospective customer at the same time.

Neither of them can insult the competition, or they'll look like an asshole. So they have to be respectful of their rivals instead.

Both of them have to be truthful about what benefits they provide (or think they provide), or they will get called out on it. This is especially cool when they're actively contrasting their strengths against the competitor, because of the aforementioned respect.

It's fantastic for the consumer, and a great learning experience for the sellers regardless of whether anyone makes a sale.


Nothing wrong with the CEO mentioning their product. But not disclosing your affiliation is frowned upon on this site.


You're absolutely right, of course!

For what it's worth, I posted my reply before the poster admitted they were the CEO. I took the accusation as being slightly tongue-in-cheek. :-)


I'm not hiding! I apologize for not stating that up front.


This is a great list of tips, thanks for posting.


For the last few years, I've read a lot on conversion optimization articles.

Reading this, summarizes 90% of the tips and tricks that I learned. Glad you HNers enjoy it!


1. User clicks CTA

2. ???

3. Profit




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