a single source, nothing corroborates it

Give cold traffic an orientation page

Dropping a stranger straight into a tool they have never been introduced to loses the ones who needed thirty seconds of context. A short page carrying one oversized action converts a majority of arrivals into people who then try the product, and whether it beats a plain capture form is worth running as a live test rather than deciding by taste.

The method

1. 01

   Keep the orientation page and put one oversized call to action on it, rather than dropping cold visitors straight into a tool they have not been introduced to.

2. 02

   Release an interactive demo as an A/B test against a plain email capture form so you learn which one actually produces more subscribers.

What it returned

• 112

  Of 112 landing page sessions, 65 people (about 58%) went on to try the product and 38 left immediately; among ad-driven visitors the click-through rose to 73%.

• Zue shipped the public Pegasus demo as an A/B test specifically to see whether the demo converted to email signups better or worse than a simple capture form.

Sources

• Testing an MVP with Google Ads and AnalyticsCory Zue · coryzue.com · Is the landing page converting? · 2017-05-17
• Lost in the woods of product developmentCory Zue · coryzue.com · Major Milestones · 2019-04-01