Magazine subscriptions and fre e-newsletters should probably work best with minimal to no navigation. One of the main factors here is the complexity of the sale. A magazine or something for free is a low consideration purchase and something every one gets. Therefore, adding navigation only adds complexity to what should be a simple decision.

Both Matt and we are not releasing clients test data, just our learnings.

In the preceeding entries, it’s not clear anyone is presenting quantifiable data from tests to refute the no-nav principle, while acknowledging the obvious importance of testing. The arguments are intriguing and thought-provoking, but where’s the data?

In my past tests, maybe the results were related to the product. I was then dealing with paid magazine subscriptions, and there were no alternative sales that I wanted. Regardless, there was no ambiguity in the test results.

Now I’m dealing with free e-newsletters, and I suspect the principle will still hold. We’ll test to confirm.

But as of now, I am on the Larry Chase team, unless proven otherwise.

However, a few years of testing leads to the conclusion that regardless of where you are in the funnel, you should likely eliminate any links that aren’t relevant. If navigation falls into that category, then be gone.

Offlinking on a cart or application can definitely be valuable, however, if it helps to resolve open questions in the conversion funnel. In that case, it is relevant, and I would agree 200% with Jordan.

Matt

I say keep the nav on your landing pages. Visitors might find something that interests them more and buy that. Consistency is better than confusing them if/when they find another page on your site.

Maybe remove the nav (or just change them sitewide!) if it consists of flashing buttons that scream “Don’t read the page, just click here!”

If your copy isn’t already compelling enough that visitors can’t click around but must be forced through the funnel, or clear enough that they know what to do next, removing the nav won’t fix the underlying problem.

The other techniques, as you say, were pretty good, though.