Like most teenagers, my daughter is a fan of Reality Television. One of her favorite shows is “What Not to Wear” on TLC and recently she beckoned me to the TV with “Dad, you’ve just got to watch this show and see how these people get transformed.”
“What Not to Wear” takes unsuspecting females and does a clothing, hair and makeup overhaul. It’s kind of like “Extreme Makeover Home Edition” but for people, not houses.
The candidate is secretly filmed for two weeks prior to the show and we are shown just how bad things are. Her friends (or in last night’s case, her boyfriend) lament just how badly she dresses.
“If she could just fix her clothes, everyone would see what a wonderful person she is”, they explain. And of course the expectation is that with this new look she’ll get promoted, carried off on a white charger, married, or live happily ever after.
It was during last night’s show that I realized that this was just like landing page optimization. There’s a lot of great things about these women but they’re not fulfilling their potential (at least in the eyes of their friends.) Kind of like when you have a great product, get lots of people visiting your site, but no one buys!
The analogy became even clearer when the clothing experts gave advice on how to dress.
They said “draw people’s eyes to where you want them to look.” The idea is that when you dress, you want to emphasize your best parts.
In last night’s show, the young woman was self-conscious of her hips and they showed her how to usesome really cool belts to draw attention away from there to her “hour glass” figure instead. The belts were very eye catching and she felt great about this approach.
At that point I said “People’s clothes are just like landing pages” but I think I lost my daughter at that point.
So today, take a look at your landing pages. Are they not getting you the leads or sales you need? Are they candidates for “What Not to Wear?”
Do this simple test. Ask some people in your office to look at your pages and watch their eyes while they do it. Do they go where you want them to go? If not, it’s time for a makeover.
This weekend my daughter says I have to watch “Say Yes to the Dress”. I wonder what will come from that!