There’s a wealth of good advice about conversion optimization out there. But when you’re working on a particular landing experience, it can be hard to remember all of the factors in play. Many times, I’ve found myself wanting a quick reference for evaluating a page’s “conversionability.” I was picturing a kind of checklist that was comprehensive but not too unwieldy, concrete but not limited to specific tactics.
Are your landing pages READY?
READY is an acronym that stands for five dimensions of a great conversion-oriented landing experience:
- Yield optimal
A relevant landing page gives visitors exactly what they expected when they clicked. It should be engaging, communicating a great value proposition in a compelling, differentiated way. It should be authoritative, assuring people that you’re trustworthy and reliable. And it should be directional, moving visitors forward to their goals (and yours).
In addition to those user-centric objectives, it should also be yield optimal—implementing operational best practices to maximize your conversion rate.
Within each of these five dimensions, I’ve selected five contributing factors that I think are most important. Taken together, these give you a 5×5 matrix that looks like this: