Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions by Ash Tim & Ginty Maura & Page Rich

Author:Ash, Tim & Ginty, Maura & Page, Rich [Ash, Tim]
Language: eng
Format: mobi
Publisher: John Wiley and Sons
Published: 2012-03-28T16:00:00+00:00

You have a choice. You can continue to evolve your landing page within the current framework of its design, messaging, and intention. Or you can test radical revolutionary alternatives that can fail miserably or produce unexpected levels of breakthrough performance. There is no correct answer. The level of iconoclasm in your testing depends on your company’s culture of risk tolerance and business objectives.

Coherency

Coherency is the harmonious consistency in the relation of all landing page parts to the whole. It is clear to most Internet surfers within a split second of clicking on a link whether the destination page has coherency.

Visitors respond to incoherent pages with a variety of gut reactions, and none of them are flattering. In the extreme, such pages can be experienced as tacky, cheesy, bewildering, or obnoxious. Unfortunately, you have probably seen hundreds of examples before.

Who you are screams so loudly in my face, I can’t hear a word you are saying.

—Ralph Waldo Emerson

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