With the
landing page optimization
identifies potential problems with the design or functionality of the landing page and uses controlled experiments or A/B testing to test improvements to the page and measure the impact on the page’s conversion rate.
Looking for ideas on where to start? Follow these best practices for landing pages and try out these possible test ideas.
Limit the number of actions on the landing page
Test removing website navigation elements, additional form fields, or other unnecessary features. You’ll be surprised how much a simple design with more white space can lead to more conversions.
Clearly highlight the value of the offer for the visitor
Test variations of headlines and call-to-action text that better match the language your visitors use to describe what they’re looking for. Don’t underestimate the value a good headline or value proposition can have on your bottom line.
Also, consider using a longer text to convince your potential customers that your product is really better than the competitors’.
Match the visitor’s expectations and needs based on their previous interaction (context)
Test the use of keywords from ads in your landing page text. Really try to understand where your target audience spends time online and tailor your messaging to their experience on your landing page.
Create credibility and trust for your company
Test adding customer logos, partner logos, customer quotes, case studies, reviews, or other forms of social proof to the landing page.
Sometimes adding a phone number or a Verisign badge is enough to make potential customers trust that you are running a reputable business and that they are not being scammed.
Try different offers to get customer contact information
If customers aren’t willingly requesting demos for your product/service, then it’s time to entice them with a whitepaper or free e-book in exchange for their personal information.
If the primary CTA is a landing page form that only asks for the email address, potential customers are more likely to give it up in exchange for some value.
Reduce page load time
The faster you can load your page, the lower the bounce rate and abandonment rate.
Optimization for search engines
Landing pages designed for search engine optimization (SEO) often look and feel very different than pages designed for paid media. Search engines are pickier about directing organic search traffic to pages they don’t believe actually add value to their users.
For this reason, protected content is rarely displayed on Google. You should make your content accessible to search engines through a resource or blog section and capture leads with exit intent software or other offerings.
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