Small milestone hit: got a client to finally stop saying "make it pop"

Just wrapped up a 6 month retainer with a local auto shop in Phoenix. For the first 4 months every review kept coming back with "can you make the logo bigger" or "just make it pop more". I finally sat them down and showed them the analytics from the first 3 campaigns. Their bounce rate was 72% on the pages with the giant logos. After we simplified the design their form fills went up 35% in 2 weeks. They actually thanked me for pushing back. Has anyone else had luck getting a client to trust the data instead of their gut?

3 comments

3 Comments

theac6316d ago

72% bounce rate sounds high but that could be just a bad landing page issue not a logo size problem. I worked with a plumber here in Tucson who insisted on his giant red logo taking up half the header and his customers loved it. They told me it made him look established and trustworthy. Sometimes the client knows their own customers better than we do from behind a screen. Data is great but it is just one piece of the puzzle and gut feelings come from years of dealing with actual people. Maybe that auto shop owner was right all along and the 35% bump came from something else like better copy or a seasonal trend you are not accounting for.

sarah_mason16d ago

Fair point @theac63 but sometimes data shows a real problem that gut feelings just miss.

william_torres16d ago

Did you ever figure out if the data actually changed their mind for good? I had a buddy who does web work for dentists and one client kept asking for comic sans on everything until he dug up a study showing patients trust sans-serif way more. The guy still brings it up a year later like it was his idea.