MarketingExperiments Research Journal
We see a common mistake across many industries where a landing page is composed of elements that just overcomplicate the objective. For example, if you only want to know if a newspaper is delivered in your area, then your landing page only needs a headline, ZIP Code field, and button. Bulky copy, testimonials, demos, videos, images, and other fancy page elements are just not necessary. The Washington Post is an excellent example of a simple ZIP Code entry:
Compare this to the New York Post:
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