Mark Pincus, CEO of Zynga, talked about the idea of “ghetto testing”, whereby a company could learn very quickly based on building “ghetto” prototypes and then finding out very quickly what users like and don’t like. As it relates to LeapFish, I’m curious to see what they’re doing in terms of testing.
Were I LeapFish, I’d implement Google Analytics and Google Website Optimizer to split test various landing pages. I’ll bet that by having a landing page with video, their conversion rates would increase dramatically. We made such changes to an entertainment brand recently and found average time on page to increase from 5 seconds to 76 seconds. More importantly, revenue increased dramatically. I believe that a video landing page would create massive differences for LeapFish.
Then again, a video requires a bit more effort. You have to have people who are able to testify about their winnings—you have to be able to show prizes, plus do other things that increase the legitimacy of the brand. The current page doesn’t inspire the level of trust that I believe will cause people to be comfortably converted into the contest.
Perhaps if most of the growth is viral—meaning that LeapFish is relying upon the trust of friends who are inviting friends—then they’ll be able to get growth. However, I still believe video is one of the most powerful assets to test.
In my next blog post, I’ll cover some of the items that they could do to further test conversion rates.
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