Landing pages allow you to capture data from users to be able to market and connect with them. But how do you know you’ve created the perfect landing page for sign ups or conversions? One way to find out is to create split-testing, or A/B testing, landing pages. I know that’s a mouthful. Simply what it means is to create two landing pages and see which one gets more conversions. Let’s explore some key ingredients to creating an effective landing page.
The headline is the first thing your customers see upon reaching your landing page and is the most important element to test on your landing page. 80% of people will read the headline, but only 20% of people will read the rest of your landing page. You have less than 10 seconds to capture your visitor’s attention and your headline is key.
What makes a good headline? You want your headline to be clear, relevant to the offer, and to effectively address your prospects problems. You want your headline to drive your customer to read the rest of the page. If you’re being direct, perhaps you need to try a softer approach and vice versa.
Call to Action
Your call to action is the part of your landing page where your customer says, “Hey, I want that.” Having a call to action button that is contrasting and colorful is as important as the words on the button. Be sure your wording is clear and tells your customer exactly what you want them to do. Also, placement of your call to action button is important, especially being above the fold. If your sign-up page is lengthy, consider breaking it up into multiple pages or putting a call to action button in several locations on the same page.
We’ve already talked about the headline and call to action, but did you know that the rest of the copy is important as well? Again, you want to be clear, concise, and relevant. Here you can include product features and benefits as well as testimonials and any guarantees your product may have. Here you can also play with tone as you did with the headline. Perhaps your overall copy has a negative tone to it; test with a new copy and a positive tone.
People respond to imagery in different ways, so it’s a great A/B testing element. Sometimes a picture of a person has higher conversion rates than does the picture of the product. You can test males versus females, people interacting with the product versus the product alone, etc. Don’t forget to test image placement as well as image size.
Testing video is an option that you can test against images and text, especially if you’re offering demonstrations or tutorials. Your testing of videos doesn’t have to be having one versus not having one, but you can also test if auto-play works better than not or whether to have sound or no sound.
Filling out a form can be daunting for visitors since people are skeptical about willingly giving their information online. How many times have you wondered what the information was going to be used for when filling out a form? How many did you decide not to fill out because they asked too much information, like your phone number? When asking for information, always ask the least amount of information possible depending upon the value of the offer. If you’re offering an email newsletter, the amount of information would be less than a free 89-page e-book. Be sure to let your customers know how you will use their information.
Other things to consider on your forms:
- Color of fields, backgrounds, and buttons
- Field names – does “First Name” work better than “Name?”
- Multi-step forms
Don’t forget to make one change at a time so that you’re getting accurate and measurable results of that change.
In today’s world, mobile friendliness is so important. In fact, mobile internet usage is higher than desktop usage. When testing your mobile landing pages, look at page length, navigation, and display options. Narrow down your testing to each mobile platform, like Android devices and iOS devices. Split test on each platform separately.
BONUS: A/B Testing Guidelines
Ready to get testing? Before you start creating two completely different landing pages, there are a few things you should know about testing:
- Never test more than one item at a time. It makes sense, right? How else will you know that the button you chose for sign up increased your conversions by 28% but the headline decreased conversions by 11% thus resulting in a net conversion of only 17%. Test each part separately.
- Never run more than one campaign test at a time. Perhaps you’re testing an email campaign that redirects to a landing page. You wouldn’t want to test this same landing page at the same time. How will you know what caused the most results, the email campaign or the variables on the A/B test?
- Focus on the little things as well as the big. While changing that button may increase your sign ups, tweaking even a single word in the headline can produce positive results.
- Decide on and monitor measurable results. Don’t just measure sign ups, but also measure sales numbers. Landing pages can get a high number of prospects, but may not always result in higher sales. See how changes effect different aspects, such as leads, sales, and demo requests.
- Be patient. Testing takes time. You don’t want to end your test too early and find out that over time option A wasn’t much better than option B. It’s easy to be anxious to see results, but real results are measured over time.
Continuous testing is an important part of increasing conversions. Utilizing these tips will help you get started and will show you measurable results.