Saturday, June 12, 2010

Copy Vs. Design: Which Is Most Important To Conversion?

To better understand some of the fundamental principles of conversion science, I’d like to offer a case study. Two websites, both owned by the same business, targeting the same demographic, getting about the same search traffic, but with different conversion rates.

According to owner Tom Jackson, was “dated, awkward, wordy, but it’s working.” On the other hand, he said, was “newer, looks better, better organized but way underperforming in lead gen.”

The question—why would the clunky older site outperform the shiny newer site? (Disclosure: Heliski is one of my clients).

How Analytics Saved One Business's Online Sales

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