Scott Brinker has created a “Landing Page Wonder Wheel” that I feel can provide some initial quick insight to measuring performance criteria for landing pages. He has broken the measurement dimensions into the following 8 categories:

1. Message match
2. Visual design
3. Depth
4. Freshness
5. Interactivity
6. Launch speed
7. Non-conversion value
8. Boldness

I am particularly interested in his inclusion of the value of non-conversion respondents. These being specifically respondents who see your landing page but don’t convert on your proposed offer. His point on the fact that by clicking on your ad “they demonstrated non-trivial intent” should not go unnoticed or un-used. I often promote the value of a soft sell to my clients and teach them to become more aware of the importance of brand perception in all aspects of what they do. Whether or not a person initially becomes a client or customer is important, but what they feel or think about you or your company during the process of deciding to become a client or customer is just as important. This will stay with them when they decide to make a decision further down the line or if they decide to refer you to some one they know.

© 2009 Scott Brinker

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