The conversion scorecard is a tool you can use to gauge the effectiveness (or readiness) of your landing pages, in a simple 20-question yes/no format.
Answer each of the 20 questions as honestly as you can and tally the number of “Yes” responses to arrive at your score. The goal is to get a quick ballpark sense of how good you landing page is and how many rules your page is breaking. You probably wouldn’t want to do this exercise on a page that’s doing really well as rules and best practices are only a starting point and you should never interfere with a successful campaign.
Then take all your “No” responses and create a “To Do List” of things to improve on your page.
This week I did a guest post over on SEOmoz called: The 12-Step Landing Page Rehab Program. It presents a guided visualization of the conversion funnel and where (and how) you can apply optimization and design techniques to improve the conversion rate of your landing pages.
Each step provides a lesson that can then be implemented via the doctors orders at the end of the step.
You'd be happy too if you were a yellow cartoon ball with a smile to rival Julia Roberts. (Images from Ladybird Books)
Landing pages, conversion rate optimization, bounce rate, blah, blah, blah, blah, yada yada yada.
As important as all of those terms and concepts are, sometimes you need to step back a bit and look at things in a more playful manner.
I find metaphor can greatly aid the process of communication – although as you’ll infer from the title of this post – my examples can at times be a bit of a stretch. Hopefully, this bunch are clear enough to mean something.
And so, with no further posturing or technical jargon, I present to you – The MR. MEN Guide to Landing Pages, Conversion and Absurd Metaphor.
Download our free white papers and reports for some bedtime conversion optimization reading.
Read our opinionated guide to landing page conversion.
Using Twitter to enhance, promote and measure your landing page campaigns.
A collection of articles about landing page fundamentals.
