Experiment: Pretty Landing Pages versus Ugly Landing Pages

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beejeebers

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There's a lot of debate on this topic and I'd like to do a public test to see which type of landing page does better. My contention is ugly pages do better, while others contend that pretty pages convert better. So let's do a test and find out. I need a volunteer to put together the prettiest page he or she can and I will make an ugly one, (my specialty). The rules are, there are no rules, make it as good or bad as you want and then I'll run a ppc campaign for a week to split test both pages.

But first I need something to promote and a pretty page...

Any takers?
 


I wouldn't say ugly does better as a rule. Simple does though, and generally pretty pages are not so simple.
 
ugly pages mean more authenticity... A third party genuine and unbiased recommendation rather than "corporate" promo. Works for some offers not others
 
You are not going to find very conclusive evidence with a simple "ugly" page vs "pretty" page.

There are so many factors, changing the color on a button can have a radical change on conversions.

It's not about ugly or pretty design, it's about effective design.
 
Ya, I think it really depends a whole lot more on what the offer is than anything else. Just taking some random offer and trying this won't really prove much.
 
i think the definition of an "ugly" page and a "pretty" page can vary A LOT. if properly designed with the right criteria an ugly landing page could still convert, its just the fact that the design is ugly.

on the other hand a 1998 geocities html mock up is also ugly but as mentioned already, screams SCAMS.

and like ben mentioned, you're going to have to hold ALOT of factors constant if you were to actually hold a serious case study.
 
doesn't exist a rule in this case. it depends what's the aim of your landing page.
landing pages are like actors, you don't ask leonardo di caprio to play an ugly every day guy as you don't ask danny de vito to play the super hot guy.
if you need to play the the big company offering you something for entering your info in a form, so a well and nice done page will convert better. if you wanna be johndoereviews.com so a basic design not too professional will work better.
 
Well under any case we are publishing the pages here right? You choose the offer and I will make the landing page from the offer. It is your money which will be used in the campaign after all.
 
yea I don't think this can actually be tested to have conclusive results. like people said above... too many factors at play.
 
Anyways....I'm not sure what you mean by too many factors?

The only thing that will be different is going to be the landing pages. Everything else will be identical, ads, keywords, bids, domain name. I will make two ads, the only difference between the two will be the landing page. I think that's a pretty controlled experiment.

Onedollaridea, you want to pick the offer or do you want me to?
 
beejeebers said:
Anyways....I'm not sure what you mean by too many factors?

The only thing that will be different is going to be the landing pages. Everything else will be identical, ads, keywords, bids, domain name. I will make two ads, the only difference between the two will be the landing page. I think that's a pretty controlled experiment.

Onedollaridea, you want to pick the offer or do you want me to?
Click to expand...

Unless you tested this over at least 10 different niches you will have inconclusive results. Someone looking for a mortgage is probably going to judge a page differently from someone looking to download free smileys or dating.

Also, what I think others are trying to point out is even though the only difference will be the LP there are still small factors in play that can have big impacts.

e.g. You have: pretty LP vs ugly LP

pretty LP converts at 5%, ugly LP converts at 10%

If you change a heading or button or even some colors on the pretty LP you could get 11%, you do the same on the ugly LP and you drop to 5%...one is still pretty one is still ugly, you just changed some small details but for whatever reason you have a BIG change in conversions.

Now, if you say you aren't going to change anything and it's one or the other then essentially all you are doing is testing one LP vs another LP. Insignificant results whatever they may be.
 
beejeebers said:
Anyways....I'm not sure what you mean by too many factors?

The only thing that will be different is going to be the landing pages. Everything else will be identical, ads, keywords, bids, domain name. I will make two ads, the only difference between the two will be the landing page. I think that's a pretty controlled experiment.

Onedollaridea, you want to pick the offer or do you want me to?
Click to expand...

Haha, this is far from a controlled experiment. The only thing you will prove is who made the better landing page in this specific case. :Yahoo_29:

For example... what if you made a better converting page than the other guy, but, what if all the other guy had to do was change a color by his submit area to convert 150% better? Is one not still ugly, the other pretty?

Like I have said before, it's about effective design. You really have to split test and optimize landing pages. Just for one site I have made about 50 landing pages and countless button and optimization templates.
 
Hush about the holes in the experiment and let it be. Some testing is better than no testing and we can always pick apart the results when the case study is done.
 
Datawalke said:
Ugly pages mean: Look, a scam!
Click to expand...
Yet people STILL buy ebooks with the standard long-form sales letter BS design. It all depends on your target audience... the stupider they are, the more I think an "ugly" design will work.
 
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