Everyone “knows” that if you want to convert visitors, you need short pages, split-tested button colors, and big, flashy graphics. Unfortunately, what everyone “knows” isn’t always correct. The key to conversions actually is deceptively simple – be useable and useful. Most optimizers fail to realize this, or they allow mind-numbing tactics to distract them.
Today, we’d like to talk about why usability and usefulness are so crucial, and what it takes to apply this knowledge to build a landing page that turns skeptics into customers.