The instinct to redesign a landing page is almost always premature. Business owners look at pages that have been live for a few months, see that they’re not converting as well as hoped, and conclude that the page needs a redesign.<\/p>\n
Usually the page doesn’t need a redesign. It needs traffic, time, or targeted optimization of specific elements.<\/p>\n
Here’s a framework for making this decision clearly.<\/p>\n
First, do you have enough data to know the page isn’t working? A landing page that has received fewer than 500 visitors has not had a fair test. Conversion rates at low traffic volumes are statistically unreliable \u2014 a page that’s converting at 2% after 100 visitors might be converting at 4% after 1,000. Don’t make decisions based on small samples. Drive more traffic first.<\/p>\n
Second, what specifically is not working? “The page isn’t converting” is not specific enough to act on. Which metric is low? Is the bounce rate high \u2014 people landing and immediately leaving, which suggests a mismatch between the traffic source and the page’s promise? Is the scroll depth low \u2014 people not reading past the fold, which suggests the above-the-fold content isn’t compelling? Is the click-through on the CTA low despite people scrolling to it, which suggests the offer or the CTA itself is the problem?<\/p>\n
Each of these diagnoses points to a different solution. And most of them are not solved by a full redesign.<\/p>\n
High bounce rate: the problem is usually the traffic source or the headline. Fix the traffic targeting or rewrite the headline before touching anything else.<\/p>\n
Low scroll depth: the problem is the above-the-fold content. Rewrite the headline and subheadline, improve the opening hook. Don’t redesign the whole page.<\/p>\n
Low CTA click-through: the problem is the offer or the call to action. Test different button copy, reposition the CTA, or adjust the offer itself.<\/p>\n
A full redesign is only warranted when the page has had adequate traffic, multiple targeted optimizations have failed to move the needle, and the evidence suggests that the fundamental architecture or message of the page is the problem rather than individual elements.<\/p>\n
Most pages that get redesigned prematurely would have started converting with targeted optimization. Most pages that get targeted optimization instead of redesign end up converting significantly better than their redesigned replacement would have.<\/p>\n
Diagnose before you prescribe. Optimize before you rebuild.<\/p>\n","protected":false},"excerpt":{"rendered":"
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