The final installment of my talks with judges of ThemeForest’s Pagewiz Landing Page Design contest is with Dr. Karl Blanks, one of the founders of Conversion Rate Experts. Karl left rocket science to turn to the world of online business and conversion. Since then, he and the rest of the team at Conversion Rate Experts have worked with some of the world’s largest and most sophisticated companies, including Google, Apple, and Amazon, to help them optimize their online profits.
As part of the landing page template design contest, Karl is judging the $1,000 Top Expert Prize: The Most Effective Landing Page Templates Pack. I asked him about the challenges of designing a template that can be customized effectively, and about the balance between content and design in motivating conversions. Of course, I also asked him to share some details about what he’ll be looking for in his judging.
Don’t Fence Me In
Elisa: Your company takes a very systemic approach with your clients to create an optimized landing page. How can this approach translate to a designer creating a template, designing something for broader use than being able to sit down with a client and saying let us think about what your needs are and what your market is doing?
Karl: A website template, or a landing page template, is analogous to a letterhead. The purpose of a letterhead is to make it easy for the person to finally actually write the letter – to create something that looks branded and respectable. The challenge is to create a template that (i) looks good, (ii) allows them to say what they want to say; and (iii) that it is versatile – not overly restrictive.
How to Find the Balancing Act of a Well-Designed Landing Page – Dr. Karl Blanks
