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Jakob Nielsen

E-Mails from usability expert Jakob Nielsen usually get my attention right away. His latest article “Parallel & Iterative Design + Competitive Testing = High Usability” is no exception.

Mr. Nielsen describes how combining three methods for designing user interfaces can significantly improve the usability of a website.

1. Competitive testing
2. Parallel design
3. Iterative design
   

I think this concept can be extended to increase the conversion of landing pages. Actually it is common practice to do so. Direct response marketers always have been ahead of the curve.

Let's just rephrase the concept for optimizing conversion rates. Usability and conversion are very similar.

Usability measures how easy a user can achieve a certain goal by using a website.

Conversion rate measures how many people perform a certain action on a website. An action order a product, sign-up for an email newsletter, etc.

1. Don't reinvent the wheel

Look at common best practices, at your competitors' sites, ... identify elements which you can use as starting point for your page.

Of course, beware of any copyright issues. Don't steal, but modeling is okay in most cases. Consult a lawyer if you are in doubt.

2. Start testing with two vastly different approaches

Keep in mind. Not everything is worth testing. Start with details that matter most.

3. Continue testing

Continue testing various elements on your landing pages to continuously improve your conversion rate.

Remember it's not about how you, your peers or your designer like your website. It's about how your visitors can handle your site and like your offer. .. continuous testing and incremental improvements will get you there.

Yours
John W. Furst
E-Biz Booster Blog about
Email and Internet Marketing

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