13 Aspects of Your Landing Page to A/B Test for Better Conversions
By Vee Tardrew - August 28, 2014
49% of inbound marketers are focusing their energy on improving conversion rates this year.
This is according to a recent report from Ascend2 that surveyed 270 marketing, sales, and business professionals globally who use inbound marketing tactics.
This is not surprising considering the impact an improved conversion rate has on overall marketing and business results.
Let’s say you have 1,000 visitors to a particular marketing offer landing page that is converting at 5% giving you 50 leads. You tweak the page and increase the conversion rate to 15% delivering 150 leads. That small effort results in a 200% increase in lead quantity, which incidentally 44% of the respondents cited as a primary objective for the year.
Or perhaps you have an order page that generates 15 sales per 1,000 visits (1,5% conversion rate). With an average order amount of £100 that gives you £1,500 in revenue. Improve the conversion rate by just 0,5% and you have an additional £500 to contribute to the bottom-line. Unsurprisingly, increasing sales revenue was also highlighted as a critical objective by 46% of the respondents.
So how can you go about improving your conversion rates? A/B testing is an excellent option to determine which elements of your marketing are working well and which, when changed, produce better results.
That’s great but what should you be testing, you may ask. The most correct answer is everything! But let’s refine that down to our landing pages for today. We can look at A/B testing emails and other marketing assets on another day. So what should you be testing on your landing pages? Here are a few ideas.
What To A/B Test on Your Landing Page if You Want More Conversions
A great, compelling headline can be the difference between a conversion and a bounce from your landing page. Be sure to include your unique value proposition and ensure that it is aligned to your visitors’ needs, not your own objectives.
Evaluate your headline message. Is it unique, specific and useful to your audience? Is it compelling people to read on further?
Test the formatting of your headline. Could a centred headline be more effective than a left justified one? Should it be bigger? Punctuated or capitalised differently? A different colour perhaps?
Try out different headline formulasto see which results in better conversion.
We know that visuals work well to engage visitors. People process visual information far quicker than plain text so it is a good idea to include them on your landing pages. Images can also act as visual cues of where visitors should direct their attention.
Play around with different styles (within your brand guidelines, of course). Does a product shot or an application image convert better?
Test whether multimedia such as a video or presentation would improve conversion.
Naturally your copy should give the reader a better, deeper sense of what it is that is on offer. Ensure that you’re covering the benefits, the challenge, issue or pain your solution alleviates and how it works.
Test whether shorter or longer copyrenders better results for your specific offer. There are examples of both short and long form copy working well to convert. You have to find the right length for your audience. Testing is the only way to know.
Check if formatting your copy in a different way impacts conversion. Could you include a bullet list as opposed to paragraphs? Would bolding certain key words help drive conversion?
Depending on the type of landing page, your call-to-action (CTA) may be embedded within the form or it may be a stand-alone item to drive another action. Either way, testing your CTA is vitally important, as it is the critical component of the conversion path. Everything you have optimised up until now will be useless if your CTA fails.
Try variations on your text and make the copy action orientated. For example, ‘Sign Up’ may be stronger than ‘Submit’. ‘Get My Quote’ could work better than ‘Get Your Quote’. Test out adaptations and uncover which leads to higher conversions.
Play with the design, including colour. Is a square, flat design better than an embossed button with rounded corners? Does a change from red to green or blue or pink render a significant difference in results?
Test whether the placement of your CTA impacts conversion rate. Does above the fold work well for your audience, or do they prefer somewhere after a little more information and more aligned to the visitor’s decision making process?
In order to collect your new leads' or customer's details from your landing page, you're going to need to include a form. A form can generally create some anxiety for your visitors so it's imperative to do what you can to reduce the friction to convert.
Establish the optimal length for your form by testing the tipping point for conversion drop offs. Sometimes this calls for a case of A/B/C/D/E/F testing as opposed to a straight A/B. At an initial conversion, collect only what is absolutely necessary in order to establish communication with your lead. (Lead nurturing is there to build on that relationship and uncover more about who they are and how you can best serve them.)
Try adjusting the layout of the form. Would a horizontal layout work better than a vertical format? Should you place your field labels on top of or to the left of the boxes?
Test the button. As I covered in the CTA section above, this is the last aspect of your page that your visitor is going to see before they make the decision to buy your product or download your eBook or sign up to your course (what ever it is that you are offering). Make sure it is doing the best job possible at achieving the objective by testing the text, design and placement.
This is by no means an exhaustive list as the options for A/B testing are limitless. The important takeaway here is that without implementing A/B testing you will not know what impacts your conversion rate - either positively or negatively. If you're looking to improve your conversion rate, A/B testing is a must!
Have you tested any of the above aspects? Share your results in the comments below.