America's Test Kitchen Landing Page Review

ARTICLE SNIPPET - The Components of AmericasTestKitchen.com and its Landing Pages, While All Competent to Good, Work Extremely Well as a Whole, Proving that Results are Always More Important Than Perfection

The Mequoda Library recently did an Internet Hub Case Study on America's Test Kitchen. A brief recap: the company takes the 2.9 million viewers from their TV show, America's Test Kitchen, and pushes them to www.AmericasTestKitchen.com, a Mequoda Internet Hub, where viewers can get recipes featured on the show for free. To get the recipes, you must register on the site by entering your email address. This Internet marketing strategy creates a huge database of qualified names. America's Test Kitchen promotes their paid products, including Cook's Illustrated magazine, to these names. In this landing page review, I'll be commenting on the two pages used to monetize site visitors: the homepage and the registration page at www.AmericasTestKitchen.com/login.asp.

• The homepage has a dual purpose: a) offer viewers content related to the TV show and b) get them to register.
• The homepage does a good job of positioning the website, offering the visitor value, and highlighting valuable content.
• Every time you force the reader to click to another page, some of them abandon the transaction. In this instance, the two could be combined, eliminating dual pages and preventing drop off.
• Since the show runs on public television, it probably aims at a somewhat upscale audience, so the clean, clear site design is appropriate.
• America's Test Kitchen and its landing page strategy is a case of the whole being greater than the sum of its parts. The site components, while all competent to good, work extremely well as a whole.

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