It’s frustrating when you’ve put time and effort into a landing page that doesn’t get traction.
To get the best ROI from your landing page, you need to take an agile approach.
And thorough testing of all the elements that make a good landing page is the key.
First, we’ll take a look at what A/B testing is and then we’ll take a deep dive into where you should focus your efforts when it comes to performing your own testing.
Before getting into the nitty-gritty of landing page testing, it’s important to have a clear understanding of “A/B” testing.
This method compares two versions of the same landing page.
The pages should look exactly the same, except for the one element that is in question.
This lets you know which of the two pages is the most effective.
There are several compelling reasons to consistently perform landing page testing.
Here are four of the most important.
Once you’ve landed on the version of your landing page that works best, you’ll see an uptick in conversions and sales because your message will be resonating with your audience.
When they understand your message, it’s easier for them to see how your solution can fix their problem.
If you aren’t happy with the number of conversions you’re getting, it’s time to change something up. It could be your CTA, maybe the images you’ve chosen aren’t striking the right note with your audience, or your messaging may be off.
You may think you have a handle on your audience, but until you see how they interact with your website, you still have more to learn. Use A/B testing on your landing page to determine why conversions aren’t where you want them to be.
Reading and researching is great. And necessary.
But if you aren’t gathering data about your particular audience, you’re missing out on a huge opportunity.
Testing your landing page gives you the chance to see what visitors pay attention to which factors resonate with your audience and which ones don’t.
Even something as small as one word can change the tone and, without testing, you’d never know, causing you to miss out on sales.
You ultimately want your landing page to bring sales.
But even if the visitors to your site don’t make a purchase right away, they may still be curious to know more. Your landing page could cause them to follow your ecommerce business on social media or entice them to check out your blogs.
And later, they may come back as a paying customer.
So, now the big question: What elements of your landing page should you be testing?
Of all the elements of your landing page, the call to action is the one that you want to push your reader to take action.
There are plenty of factors to play around with when testing your CTA, including:
Each of these variables are worth testing to determine the language and look that are most appealing to your audience.
This is the first thing your landing page visitors will see when they get to your site.
Needless to say, it’s vitally important that you get it right.
Pro Tip: Headlines are easiest to create when you have a handle on your buyer persona and your value proposition is clearly defined.
Don’t miss out on the benefits of this little piece of landing-page real estate.
The right subheading can be pretty powerful, especially when paired with a dynamic, persuasive headline.
Your landing page’s design and layout is another area that you can run tests on.
From placement of your CTA button to the copy on your page, you can try different variables to see what your audience responds to.
This includes testing a long-form landing page and a short-form page.
While headlines and CTAs may be the most impactful elements of your landing page, the copy is still important.
The text on your landing page should be:
Pro Tip: Give thought to the typography, too. Font, font size, etc. can have a negative effect on a great message if they’re not just right.
Before you get started testing landing pages, it’s important for you to be aware of some common mistakes.
Here’s what you SHOULDN’T do when testing a landing page.
❌ Go into it without a plan of what success will look like.
❌ Using low traffic.
❌ Testing multiple elements at the same time.
❌ Skipping follow-up testing.
❌ Ignoring the tests while they’re running.
❌ Not keeping track of external elements that may be a factor.
❌ Extending the tests for too long.
❌ Missing the bigger picture by focusing on small elements.
❌ Not assessing the whole conversion funnel.
You have a lot of options when it comes to testing the elements of your landing page to find the best fit for your audience.
But the important thing is that you continue to test and use the data you collect to inform your choices moving forward.
Need some help creating a landing page that drives leads and closes customers? Let’s talk about how Flight Media will use an agile approach to help you hit your revenue goals.