3 ms·

I'll be interested to see a longitudinal study in 6-12 months. FogBugz is a complex B2B product fueled by recurring revenue (either subscriptions or maintenanc

by portman 15y ago

I'll be interested to see a longitudinal study in 6-12 months. FogBugz is a complex B2B product fueled by recurring revenue (either subscriptions or maintenance). It's not diet pills or a self-help book. Most (all?) companies find that the long-form, "Tim-Ferris-style" landing page converts better for impulse sales. But does that work well for non-consumer products? My fear would be that if you 2x or 3x the top of the funnel with landing page optimizations, you run the risk of attracting the wrong kind of customers. Customers who initially signup and pay, but don't become long-term repeat customers at the same ratio as those who converted on the old landing page. I would be curious, Patrick, if you're planning on looking at the lifetime value of these conversions, or if the scope of your project with Fog Creek was limited to lifting the number of initial installs. (Oh, and like everyone else said: great job, great writeup, and thanks for sharing!)

ssharp 15y ago
It would seem pretty counterproductive for a web business that counts on repeat revenues--and even more so for a company with a monthly recurring revenue model--to not optimize CLV in favor of optimizing for short-term gains. Even if Patrick's work was a one-off deal, I'd hope FogCreek will be measuring lifetime value of these conversions vs. old customers.
jkuria 15y ago
according to the old school copywriters like Dan Kennedy who has also done lots of B2B work, "Tim-Ferris-Sytle" landing pages (also known as long form sales letters) work just as well in the B2B space (selling software, fax machines and high end office equiptment). The problem is that most companies selling who would benefit from the tried and true techniques from direct marketing are 'image conscious' and would rather have a feel good corporate speak landing page with a meaningless slogan like 'ideas for life' or some such!

by portman 15y ago

ssharp 15y ago

It would seem pretty counterproductive for a web business that counts on repeat revenues--and even more so for a company with a monthly recurring revenue model--to not optimize CLV in favor of optimizing for short-term gains. Even if Patrick's work was a one-off deal, I'd hope FogCreek will be measuring lifetime value of these conversions vs. old customers.

jkuria 15y ago

according to the old school copywriters like Dan Kennedy who has also done lots of B2B work, "Tim-Ferris-Sytle" landing pages (also known as long form sales letters) work just as well in the B2B space (selling software, fax machines and high end office equiptment). The problem is that most companies selling who would benefit from the tried and true techniques from direct marketing are 'image conscious' and would rather have a feel good corporate speak landing page with a meaningless slogan like 'ideas for life' or some such!