Maximize ROI: Conversion Funnel Design & A/B Testing

3/23/2005 - Wednesday, March 23, 2005 -   

Landing Pages Web Design NetSuite

Landing page design and normal web design are two different things. Especially when you are dealing with a "all-in-one" application like NetSuite Web Presence eStore for eCommerce. This application has really opened up a new level of development for me. Specifically in the area of designing landing pages.

With normal web development, you can pretty much customize any pages you want. Whether it is the the design, the database collections or the credit card processing... Normal web development has no limitations. With all-in-one CRM and eCommerce applications this is not the case. An application or estore (example here Netsuite) will only allow you to customize so much. This is basically to make you avoid break the other component of the application: databases, accounting, and credit card processing.

So how do you develop effective landing pages when you are limited with your development. You hack the design to work-around these limitations. Using all the better conversion rate skills within the limitations of the applications. With NetSuite it is required me to make products always adding to a shopping cart and a leading generating email capture form can only redirect to one end result (action page). So its tricky on how to customize the user experience for the highest conversion rates and get them tracked correctly.

Below are links to two different landing pages that were created in NetSuite. To the designer they look like that they will be effective, but I were to develop these on a normal web development platform then they would like much different. For instance the "Add To cart" buttons would not be directly on the landing page. Instead I would use a special offer promotions to capture information for lead generating and then display the perfect special offer on the resulting (action) page after they click on a submit button.

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