Do you want your landing page to generate more leads but are unsure of what to do?
Any marketing expert will tell you to conduct testing — A/B testing, in particular. This is the testing of two different versions of the same page to figure out which one is more effective. In short, it’s an experiment to see which version will make you more money. It’s definitely worth any time, effort, or money you will spend on it.
A/B testing can be a bit tricky to carry out. There’s a science to it. Not only should you do it on a recurring and regular basis – monthly, preferably – but you should also know which elements of the landing page you can and ought to test. What are these?
The main headline is usually a short rendering of your offer core value proposition. High converting landing pages have been observed to have a believable and convincing headline promoting the main offer.
This is the text on the button that leads to conversion such as call now, enquire now, book now and etc.
A landing page that has a highly effective CTA is usually devoid of distractions such as navigation options and ads. Everything on the page is about bringing leads to the CTA and encouraging them to respond positively to it.
The landing page’s main image is the hero shot, which commonly shows the product or service in the context of its use.
The expert recommendation here is to make the hero shot clickable since it’s an acknowledged fact that people click on graphics. For your hero shot, do not make the mistake of using a stock photo.
If you wish to use a stock photo, you can hire a designer to photoshop the image that gives the photo a completly differnt outlook.
4. Button design and button colour
Basically, your landing page design should set off the appearance of your CTA. When it comes to your CTA, bigger is better. So is brighter. To trigger the desired reaction, learn how colours appeal to and influence people.
For instance, green means “go” while red and orange are best to elicit emotional reaction.
5. Shore copy vs. long copy
Landing pages typically hold very little copy. As a rule, shorter is better, but it really depends on the offer, hence the importance of testing.
Keep in mind though that people rarely read entire web pages. They tend to just skim over everything and only take note of the headline, any text in bullet points, the benefits, the bio, and the PS at the bottom in case there’s one.
6. Form length
Again, shorter is typically better. With fewer fields to accomplish, the lead is less likely to leave the form incomplete.
If you really need the data, then testing is even more important so you can see if the higher abandonment rate risk of a longer form is balanced by the extra data produced.
Alternatively, you can set up 2 steps of opt-in form. This reduces the likelihood of abandoned form and increases inquiry rate.
7. User Experience
You want to take note of how users experience each landing page version. Does the picture included in one make up for the half second longer it takes to load? A picture-less version may load faster, but does it really give a better overall experience?
At the end of the day, A/B testing helps you identify which aspects of your current landing page are strong and which ones are weak.
Although A/B testing is an ongoing activity that needs to be conducted on a regular basis to get more bang for your buck, the information gained is valuable. The information will allow you to optimise your landing page to increase leads and conversions by guiding you in creating its best possible version.
The elements mentioned earlier provide you some guidance the next time you’re A/B testing your landing page. It can be easy to get bogged down but just remember the core details!
Need help to boost your landing page results through AB testing? Contact us today for a quick chat.