Comments on: Post-click marketing: designing for conversion http://www.rickwhittington.com/blog/post-click-marketing-designing-for-conversion/ Helpful tips to make your website more effective from Rick Whittington Consulting, Richmond, Virginia Wed, 28 Jul 2010 15:17:33 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Scott Brinker http://www.rickwhittington.com/blog/post-click-marketing-designing-for-conversion/comment-page-1/#comment-7471 Scott Brinker Mon, 16 Apr 2007 12:00:02 +0000 http://esc05.hostican.com/~rickwhit/wordpress/post-click-marketing-designing-for-conversion#comment-7471 Hi, Rick -- thanks for the kind nod to my article. I think your suggestions are right on the money: keep it clean and simple. We've run a lot of experiments comparing heavy vs. light pages in post-click marketing landing paths, and 9 times out of 10, the "lighter" strucuture (less copy, simple/relevant images, only asking for the necessities to deliver what the customer is looking for) wins, hands down. Granted, there are cases where a given offer requires more explanation, or you may need to alter the presentation to different audience segments. But in those cases, 2 or 3 simple pages in a path usually outperforms one mega page that tries to cram too much. (Agreed though that other things being equal, "shorter is better".) Love the emphasis on the customer's goals. Hi, Rick — thanks for the kind nod to my article. I think your suggestions are right on the money: keep it clean and simple. We’ve run a lot of experiments comparing heavy vs. light pages in post-click marketing landing paths, and 9 times out of 10, the “lighter” strucuture (less copy, simple/relevant images, only asking for the necessities to deliver what the customer is looking for) wins, hands down.

Granted, there are cases where a given offer requires more explanation, or you may need to alter the presentation to different audience segments. But in those cases, 2 or 3 simple pages in a path usually outperforms one mega page that tries to cram too much. (Agreed though that other things being equal, “shorter is better”.)

Love the emphasis on the customer’s goals.

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