When Not to Optimize: Getting into the high-performance zone for conversion optimization

You’ve just watched a few Quick Win Clinics, and you see your brand’s homepage with new eyes. It doesn’t have a distinct value proposition, there is no clear call-to-action, important elements are missing from the customer’s eyepath, and the list goes on …

Right away, you get to work revamping your low-performing homepage with new ideas and a clear objective in your mind.  However, as you work through the process, you find more problems on your page than you first realized. After a great deal of time, it becomes apparent that if you want to get into the high-performance zone, the page needs to be terminated, and you really just need to start over.

In this Quick Win Clinic, Flint McGlaughlin begins to optimize the homepage for AAMI, an insurance company in Australia, but quickly discovers that it would be a waste of time to continue. He advises the marketing team at AAMI to optimize their time rather than their page by starting over with a fresh blank one.

Marketer, are you wasting valuable time and money optimizing a terminally ill homepage that really just needs to R.I.P?

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