There Are No Best Practices!


Did I catch your attention? Actually best practices for website usability, buy Sublingual Viagra online, lioresal reviews. landing page optimization, pay-per-click marketing – are excellent “first steps” when starting a new web business or just a new advertising campaign. However, it seems that many businesses start with best practices and never move away from them. They fall victim to the deception of best practices.

Best practices provide a place to begin and a benchmark to compare against. For example, when designing a new landing page or analyzing a poor converting website without being able to gather any insights from website analytics, historical campaign performance or market/customer research, using best practices helps pinpoint low-hanging fruit. These are design, technology, usability or conversion elements that a majority of high performing web businesses employ and have been proven and trime-tested to generate results.

However, it is important to not buy allopurinol sit back and rest on the expected results achievable from best practices alone. I have been surprised on more than one occasion when split-testing (or multi-variate testing using Google Website Optimizer) various best practices for landing page optimization. buy amoxil online Elements including font sizes, headlines and call-to-action button text and color.

During one split-test, the client and I created a number of strong, benefit-focused headlines based on best practices and pulled from customer research the client had recently performed. We split-tested these headlines against very simple ones like presenting only the keyword used in the visitor’s search Lasix reviews query as the headline. To our surprise and under a statistically valid sample, the simple headline that used only the keyword query out-pulled all of the benefit headlines! The best practices worked – it did generate some results – but through split-testing different headline strategies outside the scope of best practices, the client achieved far greater results.

The key is to start with best Viagra Professional cheap practices and then test variations even ones not aligned with the best practice. In another example, I had read that the best practice for landing page body text font size is typically 10 pt. or higher (12 to 14 pts. for older target markets.) However, through testing, I have clients realize stronger sales lead results with font sizes less than 10pt. I had actually read that smaller fonts are better because it forces people to focus on what they are reading!

Don’t rest on just implementing best practices. Know what they are, implement them but seek to better understand your target market and what they require to zithromax online canada. act. Test, test and test your way to higher performance.


About the Author

Kevin Gold is Director of Internet Marketing at iNET Interactive, a social media company operating prominent online communities for technology professionals and technology enthusiasts. Kevin is a frequent contributing author to multiple publications including Search Marketing Standard, Practical eCommerce, DIRECT,,,, and On Target (Yahoo! Search Marketing newsletter).

Add Your Comments

  • (will not be published)


  1. You're right, there really are no best practices per se, I guess one could say that there are "bad practices" though. So, if you're going to try to define a "best practice" it really only becomes a "best practice" after you test it and "it" actually works, right? So, if you're going to figure out the best practice for a landing page then you have to set up several landing pages and then test them all.

  2. And even then it will only be YOUR best practice, tested and proven to work on your landing pages with your product/service.

  3. Question Of The Day: What do you do with leads once you generate them? It is often the cause of failure in what would otherwise be effective web marketing campaigns. The common-sense answer is easier said than done: Have your best employees respond to them quickly and consistently to qualify them into prospects. Our research shows that the average salesperson only makes four to five attempts to contact them the first week. This means only 55% of a company’s web leads will actually get contacted. There are solutions available that trigger callback attempts within seconds. They will continue to make twenty or more attempts at different times of the day and different days of the week to boost contact rates above 85%. Also, these solutions can automatically market to these leads and continue to generate prospects every 3-4 weeks for 2 years or more. Speed is critical. We are finding that most leads sit somewhere between forty-eight and seventy-two hours before the salesperson actually attempts the first live contact. Much of the slowdown in routing leads is because there isn’t a pre-defined process to decide which salesperson get’s to work the lead. Many sales managers still dole out leads by hand after taking time deciding who is best suited to work each of the leads. Bottom line: Acquire a system that immediately and systematically pushes the leads to the best qualified salespeople. A system that also allows the salespeople to immediately and frequently respond to leads and turn them into prospects. Again, this simple but overlooked approach can boost net results by 20 to 200%.