When it comes to online marketing, a well designed landing page, optimized for the perfect visitor response is vital for our conversion rates.
But how do we get to the stage of having a well oiled landing page that converts our web traffic with ease?
… We test, then test again, then test some more…
Because we all know we will need to test our various landing pages for numerous things, right? The problem with that is most of us haven’t yet learned not only what we need to test for, but also how to go about it.
Testing is far and away the most effective way to help improve conversions, which means money. Testing your landing pages needs to be embraced in the most loving way possible, for it can be the difference between success and failure in both individual campaigns as well as your entire business.
Let’s take a peek at some of the items that should be tested on your landing pages.
What should be tested on your landing pages?
Your headlines – Crafting the optimal message in your landing page headlines is critical to their success. It can often be a matter of just a word or two, so test carefully.
Specific colors and elements – Color in particular can play a huge role in conversions, and there is a whole science of color associated with consumer behavior. This, along with other design elements should be tested for the most effective combinations for your landing pages.
Images and Videos – Make sure your images and videos are right for the page. Often a jarring image or video used out of convenience can have the exact opposite effect than you intended.
Sales copy – Sales copy can be complicated at best, and this is one of the more important testing components. Understanding the right length, tone, and various other elements of your copy can make a real difference, so be sure to test this item!
Test your prices – This is an easy one to figure out, and you’ll find no better way to set the right price than by testing on a live audience.
Terms – Sometimes your terms will need to be tested out, to see if there are any hindrances. This can be particularly true in higher priced offers.
Call to action text and buttons – The text on your buttons as well as the shape and color of the buttons themselves are items you ought to test. Certain colors and text are more persuasive than others, so test this item carefully!
While it can be argued that there are literally hundreds of elements to a landing page, both big and small, that can be tweaked, changed, and adjusted in order to test our website landing pages to the Nth degree, the elements listed above are a great place to start.