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It's not very surprising. The original page was not very good. The form was too prominent. It shadowed the product description. Furthermore, putting it on the
by pygy_ 16y ago
It's not very surprising. The original page was not very good.
The form was too prominent. It shadowed the product description.
Furthermore, putting it on the left made the conversation/narrative backwards. You first convince people to sign up, then present the form, not the other way around.
The second design corrects both of these mistakes, but correcting them without removing the form would probably have improved the conversion rate as well.
- nhebb 16y agoI agree. This reminds me of the book Why we Buy, about the buying habits of retail shoppers. When shoppers walk into a store, there needs to be a threshold where they can acquaint themselves with the surroundings. Anything that is too close to the entrance gets ignored by most shoppers as they walk in. Sites with sign-ups on the front page feel that way to me. I haven't had a chance to see what the product or service even is yet, and they're already pushing me to register. I like a little front matter before making a decision.
- paraschopra 16y agoInteresting analogy. And this is what veteran internet marketers keep doing with the never ending sales page (for parrot training kind of ebooks). Have you noticed how they have call to action at the end of the page and never at the top?
- swombat 16y agoActually, they repeat the call to action many times throughout the page, in the long sales letter format.
- paraschopra 16y agoYes, but it is never at the top (before making a case for call to action).
- paraschopra 16y agoYes, agreed. The form was bit too overwhelming on the original design. Plus it said 'Vendio Store' instead of 'Ecommerce Store'. But I am curious how would you have preserved the original form in variation? If you had put the form, it would have again competed for attention with product description. What variation did here is classic example of "squeeze page".
- pygy_ 16y agoThe more I think of it, the more I think that, indeed, the page is better without the form. An interesting variation would be to expand the "Signup Now" button into a registration form with Javascript. It would greatly reduce latency and perhaps give a better impression to the users. What happened to the page described in the article? I couldn't find it at http://www.vendio.com http://www.vendio.com.
- paraschopra 16y agoThis is the page that users got to see once they clicked Signup now: https://secure.vendio.com/ecommerce/litelogin/hosted_store https://secure.vendio.com/ecommerce/litelogin/hosted_store
- notahacker 16y agoAgree. The form itself is awful, presenting the user with 5 fields to fill in, and two checkboxes before they've made a conscious decision to sign up. Having a mailing list button on by default and setting it apart from the main page text also makes users inclined to think it's for a mailing list rather than the product itself, with the vague "Vendio Store" heading not exactly helping.