Site and conversion
Landing pages, speed, copy and forms. The place where a paid click turns into money.
Landing page and speed: where paid clicks get lost
Raising conversion rate by a tenth is the same as making every click a tenth cheaper — except it lasts and nobody can outbid you. What we actually know about the effect of speed, and which of it is recycled myth.
Article library →What belongs on a landing page: a structure that answers objections
A good landing page is not about persuasion. It is a list of the questions a visitor is asking, answered in the order they occur to them. Here is that list and the structure that follows from it.
Article library →Forms: when fewer fields means worse business
The advice to shorten a form holds right up until you start counting deals instead of enquiries. How to find the right length, when to add friction on purpose, and why the cheapest improvement is usually a field that is not there yet.
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