- Ssssh...Landing Page Optimization in progress.
By now you've surely read that landing page optimization is the key to improving conversions...
...easy, right?
Well, that's what they'd like you to believe. But unless you are working at a shop that works strictly on testing and optimization for landing pages (working through these shops has plenty of drawbacks - but that's for another time), initiating and practicing landing page optimization (I'm calling it LiPO from now on, because it makes total sense) can be arduous and a bit of a hassle.
When working in an agency or even an in-house setting there are plenty of issues that can hold you back when trying to test; among them is the science/art of Web Design.
Is True Web Design Dead?
There was a blog post being passed around recently - especially by the creative folks - recalling the story of a Google designer who was forced to test 41 shades of blue which effectively led to the epiphany that web design is dead (or at
- Could this be the future of Web Design?
least that was my interpretation). He ultimately quit.
This was all some sort of vindication for the apparent futility and inanity of testing landing pages, and a bleak vision into the future for web designers (gasp!).
Clearly the anecdote provided was extreme, but what can't be ignored is the fact that designers are not usually responsible for producing, recording, or reporting on the results from their landing pages.
Unlike TV, where many departments share the responsibility of driving results, and where results are more abstract, online results can be infinitely measured and are thus held to a higher standard of results generation (not to mention online users are further down the conversion funnel than television viewers, so the importance of conversion is paramount).
Unfortunately, websites can look pretty and still completely fail to meet expectations - and guess who's held accountable? Not the designers.
With all of that said, web designers remain a key player in the LiPO process - they cannot and should not be marginalized. This is especially true if and when you are trying to strike that delicate balance between brand message and conversion generation. It is crucial that all parties understand the unique characteristics of the web, and what the goals are from the outset.
So what's the solution?
1. When testing, make it clear to the designer what the best usability practices are, what elements you want to test, and why it is so important to do so, but...
2. ...be careful not to step on the "creative toes" so they have freedom to do what they do best. Do not tell them how to do their jobs. There's a reason they were hired to design for the web, and you weren't.
3. Understand what the brand message is, and what needs to remain in the design to maintain it. Even if the website is supposed to drive results, it shouldn't abandon core brand message principles. You may just have to work with certain colors or images.
4. Allow for at least one initial A/B test (read: completely different layouts). This gives the designer some freedom to come up with multiple designs, and sets you off on the right path.
5. See if it is possible to design layout templates so that the elements can be moved and changed without compromising the integrity of the design.
6. Take one or two elements that the designer really wants, and test against something you want. You never know, this could be a humbling experience for the tester as well!
7. Get the designers in on the action. Ask for their professional opinion, draw from their experiences, and make sure to take their bets on the winning design!
In the end, landing page testing does not need to spell the death of web design - they can go hand in hand to make both a better looking and smarter future.
Have you experienced any unique challenges with Web Design and Landing Page Optimization? Share your experiences in the comments section below!
Web Design and LiPO Testing Can Work Together.
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