Cardinal Path’s response to COVID-19 Cardinal Path is sharing all we know to help marketers during COVID-19.  Learn more.

If you’ve done enough conversion testing, you’ve doubtless encountered this embarrassing scenario: You design a revised version of a landing page based on established best practices… and your revised version ends up a big loser.

Or the test ends up in a stalemate, which is almost worse. (You don’t even get the consolation of “at least we learned something”.)

Naturally, it’s important to have a good understanding of best practices. But remember, they don’t always hold true. Sometimes, in fact, they can lead you horribly astray.

For example, on landing pages, one of the most frequently-cited best practices is that the main call to action should appear above the fold. This is a “best practice” because it’s generally true. But it’s not always true.

Depending on what you’re asking for, visitors may need more background first. Screaming “Act Now!” above the fold might be asking for too much too soon. And that’s a real turn-off.

“Best practices” are general guidelines, not universal laws. Occasionally, the “Buy Now” button (or other call to action) shouldn’t go above the fold.

Best practices are great for spotting potential ways to improve a page’s performance. But to reveal which treatment actually works best, there is simply no substitute for testing.

Testing your ideas is more important than following best practices.
 

Sharing is caring!

Popular

COVID-19 Crisis Navigator​

In partnership with Dentsu, Cardinal Path helps you distill the overwhelming news and information into a bi-weekly report highlighting emerging trends and insights during the pandemic.

EXPLORE THE REPORT

Thank you for your submission.

Message Sent

Thank you.

Click here to download access the tool.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Success!
Your message was received.

Thank you.

Message Sent

Thank you for registering.

Thank you for submitting the form.

Thank you for your submission.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for registering.​

Paid media spend by Government websites increased a whopping 139% YoY in 2020.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Thank you for submitting the form.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Thank you for registering.

Cardinal Path is continuing with its series of free training. Next we are conducting training on Google Data Studio. Check it out here.
Cardinal Path hosted a live session to connect with you and answer all your questions on Google Analytics.
Get all the expertise and none of the consultancy fees in this not-to-be-missed, rapid-fire virtual event.

Message Sent

Success! Thank you
for reaching out.