Optimizing Course Product Pages

[Music] thank you for joining us we're looking at a site submitted by Greg this is a product page for a course take a look at master self what you might do in order to improve its performance so let's begin by looking at the top the first problem I see are is in the design itself there are two competing conversations at the top of the page advanced architecting on AWS learn best practices for complex secure AWS solutions you might expect having seen that that beneath it would be some content but on the right is course overview they are equally weighted columns in many of our experiments we've discovered that equally weighted columns at this stage and the thought sequence can mitigate your conversion rate I see something that says course overview now we're just talking about design for a moment let's just look at those top four inches if you look at under course overview you have a paragraph that is particularly long in fact it looks like paragraphs that are ran together largely because of some long words if I were to count the lines it is one two three four five six seven eight nine ten lines in a single paragraph that is far too much for digesting in a digital format this should be probably not more than three lines there should be bullet points and there should be bold font helping me establish an eye path so I can quickly absorb the most important elements of the content now that's just in the design and layout at the top of the page we could stop for a moment and ask a different question that is let us suppose all of that was right what else would you do with that particular section well I would I would ask if this course has a very clear product level value proposition learn best practices for complex secure AWS solutions well that's an interesting that's an interesting proposition but the reality is there's nothing in that verbage that gives me the sense that this is the best place to learn those practices why would I not go to a competitor what is there about this course that makes it the best choice for me is it that you specialize in a very particular group of people is it that you have unique teachers is it that the content is original and there's nowhere else to get in is it that there's a particular credential respected by the entire industry and only here can you get that credential in fact let me just ask you Greg a question because that question should drive the way you develop your content if I am the ideal prospective student why should I take this course from you rather than anyone else that is the most important information that should be met with me on this page so I would change the design of the page I would change the layout in terms of how you're laying out the content and the paragraphs but I would most importantly change the emphasis of the message now if we scroll down we see delivery format options but when you think about it classroom live virtual classroom and private group training are three very small very short phrases that take up a third of the page why are they that important is it important that we present them in that way could we use this space more attractively could we use testimonials from students could we use other credibility indicators could we use images that support the main message of the value proposition that you talked about at the top of the page I I want to go back to layout because we're looking now at other aspects of the page so here's what we have two columns a sintered center column makes no sense why we shift to this and then we have a column left and a column right I'm not going to include this Amazon which looks like just a supporting logo and a piece of perhaps useful information but you've gone from two evenly weighted columns to a center with you know a sintered sort of single column and then to two left justified columns what you're asking me to do is to hopscotch around the page to try and make meaning of it and that's too much work this page should flow vertically in the same way that my sequence of thought works one point building on the other once I've got sufficient information to make the right decision then you ask me to make a decision and you make it easy for me to do so that's what I would do to change this page and I hope it helps your Gregg and I don't mean to be critical I'm thinking about it through the through the jaded perspective of a prospective student and if if you're just tuning in to watch this and this isn't your page the point here is to give you a transferable set of principles that you can apply to your own pages and I invite you to submit pages for this sort of quick live-up that we're doing perhaps it will help you thank you