February 8th, 2010
Google: Forms & Landing Pages are Key
A fascinating post by Googler Gavin Doolan:
If you are considering making changes to your website design, take a moment to consider the potential revenue impact of your redesign. (This graph) shows a theoretical overview of the ROI impact of various parts of your website.
I love that: “theoretical overview”. In other words, they really have no idea. But, if this is true, think about how it would rewire the way the design world works. Almost all money is pushed into technology and branding. Homepage, site redesigns, and custom CMSes are the cash cows of the design industry…imagine if most projects were not about those things but about simply improving these decision-oriented pages. Probably won’t happen, but fun to think about.Check out my latest project: Make them Care!, a book on designing great sign-up experiences. Get reminded when it’s published.
Forget the homepage, focus on your form design!