February 8th, 2010

Google: Forms & Landing Pages are Key

by Joshua Porter  |   3 Comments  |  shortlink: http://bokardo.com/p/1606

A fascinating post by Googler Gavin Doolan:

If you are considering making changes to your website design, take a moment to consider the potential revenue impact of your redesign. (This graph) shows a theoretical overview of the ROI impact of various parts of your website.

I love that: “theoretical overview”. In other words, they really have no idea. But, if this is true, think about how it would rewire the way the design world works. Almost all money is pushed into technology and branding. Homepage, site redesigns, and custom CMSes are the cash cows of the design industry…imagine if most projects were not about those things but about simply improving these decision-oriented pages. Probably won’t happen, but fun to think about.

via Conversion Room: Improve your web-forms and increase conversions.

Check out my latest project: Make them Care!, a book on designing great sign-up experiences. Get reminded when it's published.

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Comments

1.  ash 6:41pm, Tue 9th, 2010

What does the X Axis of the graph cited indicate, an increased ROI? What sort of statistics drove these numbers?

2.  John G. 2:55am, Wed 10th, 2010

That is quite interesting… I wouldn’t think redesigning the forms would make visitors return to your site, but I do know there is an awful amount of forms out there that are pretty disencouraging for anyone to fill.

3.  Mart Gordon 4:56am, Tue 16th, 2010

@ash the X axis is labelled as ROI potential.

@John G it seems to me a fair assumption that the biggest barrier to conversion on most sites would be badly designed forms that are too laborious to fill in, request irrelevant data and so on.

The graph can help persuade clients of the benefits of a usability study and UX centered redesign on their site.