Building Great Landing Pages Means Starting at the End

Which of the following pages will get more people to download an E*Trade mobile application for their smartphone?

The answer is, I don’t know, but I have  pretty good idea which will convert better.

Matthew Roche currently of Bo.lt created page B in “about 30 seconds” from the original E*Trade landing page. He wrote in response to my announcement that I would be speaking about landing pages at the DFWSEM group.

Matt would know something about landing pages as he is the co-founder of Offermatica, now Adobe Test and Target.

Most landing pages look like Version A: complex, leaky, distracting, confusing. What does it take to make a page that is focused like Version B?

I say you have to design it backwards.

I take you through the steps to develop a backwards landing page in my new ClickZ column The Backward Landing Page.