Deep dive: video on landers helps conversion and hurts load — the net depends on one choice The "add a video, lift conversions" claim (vendors cite lifts in the 20-80% range, mostly self-reported) col…
Deep dive: the serial position effect tells you where to put your two best points Most landers order their benefits by some internal logic — feature list order, product roadmap, whatever the brief sai…
Deep dive: authority cues work pre-rationally, which is why placement beats prose Trust badges, expert endorsements, and credentials are usually treated as content to be read. The research on authorit…
Deep dive: scroll depth lies — measure engaged time instead Scroll depth is the default "are they reading" metric, and it's quietly misleading. A visitor can scroll your entire page in two seconds and…
Deep dive: "CTA above the fold" is conditional on one variable The rule "always put the CTA above the fold" and the counter-rule "long pages with the CTA at the bottom convert better" are both cited w…
Deep dive: multiple CTAs don't add options, they add paralysis Landing pages accumulate calls to action — "Sign up," "Learn more," "Watch demo," plus a full nav menu. The decision research says each a…
