The landing page wonder wheel

Search Engine Land just published a new article of of mine, 8 Dimensions of Excellent Landing Pages. It’s a “how to” for taking a fresh look at your organization’s landing page capabilities.

Are your landing pages feeling tired? Is your conversion rate stagnant? Not quite sure what to try next? To re-energize your post-click marketing, it can help to step back and evaluate your approach from several different perspectives.

Here’s a quick exercise, the Landing Page Wonder Wheel — as in, “I wonder how to improve my landing pages?” — that can give you fresh inspiration.

The Landing Page Wonder Wheel consists of eight dimensions on which you rate your current landing page creative and management capabilities, on a scale of 1 to 10. A 1 means you’re not doing very well there, while a 10 means you may be the best in the world at it.

Read the full article here.

Comments

[MorePro Marketing]

First, let me congratulate you for getting published on Search Engine Land - hopefully that brings you more notoriety and exposure.

In regards to the 8 dimensions of conversion you evaluate, I am in total agreement with you. For awhile, we sat down w/ groups of trained conversion staff members and went thru similar elements on every landing page that we created. This process helped us push out more conversion-friendly landing pages from the SEO department.

Your 8 metric wheel is a more visual way to accomplish the same rating-style scale that we used, which makes it easier to see the areas for improvement.

The one recommendation I have for anyone looking to use the wheel for their own landing page analysis, is to perform the analysis with at least one other person. It is too easy to get stuck w/ blinders on when you do it by yourself, so the additional person(s) help to add additional perspective and different viewpoints.

Cory
MorePro Marketing

[Scott Brinker]

Thanks, Cory! It's not every day that a "radar chart" actually proves useful. :-)

That's a great suggestion, to work with someone who can help you bring an impartial perspective to your assessment -- or at least provide a fresh pair of eyes. Along those lines, I think it's an interesting exercise to run this assessment against some of your competitors' landing pages as well. Granted, you can't know about things like "launch speed", but many of the other dimensions have external visibility. Might help provide perspective as well.

[Web Marketing with Ed Rivis]

Hi Scott - I love the wheel concept - tools like this really help marketing professionals touch all the bases.

I'm wondering if you've created a similar tool for small business owners who perhaps don't understand the jargon used by marketing professionals?