Optimization - Landing pages

Optimizing a web page for business purposes frequently involves an invitation for further conversation. That's a fancy way of saying web businesses often strive to get a web site visitor to divulge her email address, as a business prospect.

There is much that goes in advance of an invitation like this and more that goes after, before an anonymous web window shopper is transformed into a paying customer. But, as party planners have known for centuries, the form and the delivery of an invitation has a direct effect on turnout.

"The mistake we often make: thinking that the problem is that there's not enough people starting the process, not enough people being exposed to your offer. In fact, it's almost always a problem with how efficient the funnel is and how likely it is that loyal customers tell their friends." - Seth Godin

In a back-handed way, it could be said that the goal of doubling the number who accept your invitation does not require you to double the number who reject or ignore it.

Improving your conversion process may be more efficient than increasing your site traffic.

Marketing Experiments Blog provides us with a specific example of how this was accomplished in practice. This Just Tested: An aesthetic design that produced 189% more leads - by Austin McCraw