Many business people and marketers have heard of the 80-20 rule: that 80% of your results come from 20% of your efforts. This rule seems a bit mysterious and some find the rule’s universality difficult to fathom. The reason it works as well as it does is quite mundane: most things are not evenly distributed. For example, the wealth and talent among individuals are unevenly distributed (20% of individuals have 80% of some attribute). The proclivity to consume among people is also unevenly distributed. This is why 80% of your results (sales) are coming from 20% of your marketing efforts. Note that these uneven distributions don’t always have an 80-20 split.
How the 80-20 Rule Can Guide Your Lead Page Conversion Testing
You may have noticed that a few of your lead generation landing pages are outperforming most of the others. That is, 80% of your lead sign-ups are coming from 20% of your landing pages. How do you make use of this? For starters, you might direct more of your social media and SEO traffic to these pages. It would also benefit you to understand why these pages convert so well, and improve them with split testing. If these high performing pages have not been split tested, there is probably plenty of room for improvement in their design. This means that a lot of value remains untapped.
The 80-20 rule suggests that most of your conversion improvements from these high performing pages will come from fixing a few weaknesses that still exist in their design. Right off the bat, this means you won’t have to methodically test each and every aspect of these pages because 80% of your changes won’t matter much. This insight will save a lot of wasted testing.
However, how do you zero in on the few flaws that are holding back the potential of these pages? Heat mapping software will tell you if a less important page element is drawing too much attention away from your call to action. Simply removing this one element may be the small change that will yield big results. If the call to action is the center of attention, that suggests limiting your changes there. When evaluating the call to action, go through a checklist of best practices to find that one glaring omission.
Note that in the above discussion, the one commonality in improving landing page performance is looking for the one big mistake (or possibly a few) that is holding back conversions. This greatly simplifies your testing and troubleshooting, thanks to the 80-20 rule.