Experiment: Pretty Landing Pages versus Ugly Landing Pages

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no.. i don't think so.

it depends on the offer. so yeah.

say.. those free wii zip submit offers..

it's probably is pretty obvious.. the way to convert these type of offers is by "BAM! You will Get A Free Wii After Signing Up! Sign Up Now!!!!"

since you are just going for the short run, really flashy landers with wonderful designs will do the trick..

now.. instead if you are promoting something that requires people to buy but they already know what they wanna buy.. say, shoes, clothes, books etc. a decent-looking-but-not-so-shiny review-type lander showing where to buy those stuffs and where is the place to buy it at the cheapest did quite alright with me.

but.. if you are promoting that requires the person to research more into it.. like maybe health pills..

now, i'm not saying that a really ugly-ass lander with ugly fonts and really bad choice of colours that would be really hard to be read would convert (because the visitor would click back in an instant) i see that the content is what matters most.. no matter how ugly your page is. as long as you provide good content and really help them to make the right choice, you'll get the sale.

but of course, by 'no matter how ugly your page is' , it should be readable and follow the 'normal' landing page advice.. black on white.. bold where necessary.. enough outbound links.. etc etc.
 


i actually think that both these pages could convert different markets... depending on product i think there is a tendency for example with internet marketing products, that some people just go "look a scam" and the prettier page would convert some who want it to not be another self styled guru's plans, but a corporate well thoughout business plan (but it will probably still convert less) and the uglier one would get the rest. but the point is, with these two pages in tandemn you would be enlarging your market. however on a page, say marketing a very spercific niche, say "How to learn jazz guitar" (just thought of that cause I wanna!) then people would be converter more, by the uglier, seemingly HTML illiterate page that seems like an honest non-web experts review and recommendation.
 
It's a useless test. Pointless.

You have left out waaaaay too many factors.

How and where is traffic coming from? You never mentioned that.

What is the offer? Is it something a person has to buy or an zip code offer?

And like everybody else has pointed out, every little thing you do can have a huge difference, including how fast your page loads up, what resolution you've set your page up for, and so on.

I have had pages that are identical, and through split testing found that changing ONE word in the title DOUBLED conversions.

Adding a snippet of video on a page can increase conversions tremendously, all else being the same.

Placing a BUY NOW button or link multiple times may increase orders.

There are about 100K factors at work here, including the FONT TYPE you use, the colors you use which enhance mood, the subliminal text you place on the page, etc.

And finally you have the anomaly situations where the split test shows one page definitely out performs the other over a 7 day period, but then the next week the other page outperforms the new better one. Shit happens.

I can tell you that a page that looks like it was made by a 10 year old probably isnt going to get a person to break out their credit card compared to the same page that looks professionaly done, has video and audio links, is easy to read, etc. That goes without saying. Even those long copy sales pages that sell ebooks usally look pretty decent, even though they are long as all get out.
 
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