How do we know if our landing page is working? In this article, we introduce you to a few elements to be tested on a landing page to find out how to make the most of its potential and generate as many conversions as possible.
In the A / B split testing guide , I talked about a scientific method of optimizing pages for maximum results. In fact, A / B split testing is the simultaneous observation of several variants of the same element, in order to identify which is more successful.
Today I will introduce you to the individual elements to be tested on a landing page in more variations to be able to create a landing page that works great. Creating sales pages must be your prerogative if you want to do web marketing professionally.
It is not always so easy to identify the elements that matter in the increase or decrease in conversions. Therefore I advise you to always keep the list that I am about to expose to you.
I think this article will be useful to you because the landing page is essential for collecting contacts. If the contact list is truly, as they say, the treasure of any online business, the landing page should not be underestimated and for this reason it is important to constantly monitor it to improve it and make it as productive as possible.
The 10 elements to test on a landing page
1) Layout
Layout is the way elements are positioned on the page, its structure.
You can have different layouts on the same page. For example, if we have a page with a presentation video and a newsletter subscription form, we could create three variations:
- single central column with video above and registration form below
- two columns, with video on the left and registration form on the right
- vice versa, always two columns, but with video on the right and registration form on the left.
The contents are always the same, while the layout changes.
When testing the landing page , try varying the position of a single item at a time.
2) Unique Value Proposition
The Unique Value Proposition (or Unique Selling Proposition) is a clear statement of what product you offer and what its benefits are. If you’ve never heard of UVP, I suggest you read the guide I wrote for TagliaBlog some time ago .
In most cases, the UVP is proposed in the title of the landing page .
The Unique Value Proposition is one of the most important elements to be tested on a landing page, so formulate your statement differently and identify which of them generates the most conversions.
To lighten your work, I suggest you create a “template” page and then duplicate it and then modify only the contents. You will save some time in creating your landings.
3) Image
An element of immediate impact on the landing page is the image, which can be a photo of you, the cover of your ebook or an image that metaphorically expresses your idea.
Again, the different images are another of the elements to test on a landing page .
Important: Quite often, an image that simply looks beautiful to you may not have the desired effect. The aim is not for it to be admired, but for it to generate conversions. Use A / B split testing and see which image generates the most conversions.
4) Call To Action
The call to action , or call to action, is a short sentence, a link or a button that contains an imperative, which prompts the user, in short, to click.
The text of the call to action is very important, for this you should develop several variations, for example:
- use different verbs – Enter, Click, Read …
- increases the sense of urgency – immediately, now, immediately, exclamation marks …
- include additional information – the number of pages in the ebook, the times you are available …
5) Questions and problems
The copy, the actual text of the landing page , is one of the elements on which to pay particular attention. A very effective strategy is to engage the reader by asking questions in which he recognizes his problem.
- Would you like to create a website yourself but don’t have the technical knowledge to do it?
- Do you want to create a successful blog but don’t have the time to publish new articles daily?
- Do you have a good product but can’t find new customers?
Look at their structure. They start with a desire or a quality, which is set against an obstacle. The reader identifies with your question, you have caught their attention. At this point you can present your product, which is the solution he was looking for for that problem.
Prepare several questions and test them on various versions of your landing page to find out which works best.
6) Benefits
In the landing text, it is important to show the benefits of your product, newsletter or service.
Create different benefit lists by presenting different benefits or rephrasing them in different words, and do A / B split testing .
Don’t leave out the lists of benefits, because they are useful elements to test on a landing page.
7) Guarantees
Users are often frightened of taking action on the web. What will happen to my personal data? What do I do if I buy it and then I’m not satisfied?
You must always be extremely clear in setting out the guarantees you offer to the user:
- for newsletter subscriptions, ” We will not give your data to third parties and you will not receive spam “
- for the purchase of products or services, ” Satisfied or refunded within 60 days “
- etc.
You may not have thought about it before, but even then, create different variations and, by doing A / B split testing , you will see which version is most successful.
8) Testimonial
To earn the customer’s trust, the guarantees you put forward may not be enough. This is why it is essential that you use the testimonials of other users who have already used your service.
Not all testimonials work. The most effective ones are certainly the most detailed, with specific information, and which tell how their life has changed after using your product.
I recommend that you collect the various testimonials in a document, which you will then use as elements to test on your landing page by doing A / B split testing.
9) Colors
Let’s now move on to a very interesting element of the landing page: color.
We can also consider it a minor element, since it does not provide any information about the service you offer, the color has a very strong emotional influence on users.
Changing the color of a button from red to green has been shown to have a decisive effect on conversions.
So, be creative and change the colors of the various elements to be tested on the landing page , from the call to action to the background, to the color of the title or text.
10) Form
The last element I recommend you to test is the form, which is the key element that really generates conversions.
If the registration or purchase form contains too many fields to fill in, the user gives up. Check if you really need all the information you ask: is it really essential to know the surname of the newsletter subscribers?
Develop an A / B split testing plan in which you include more or less information-rich forms, and check which one generates more conversions.
Conclusion
After analyzing these 10 elements to test on your landing page, you will realize that it will probably take some time and work to collect all the necessary data.
With the right amount of patience, however, you will find yourself a good amount of scientific data that will guide you on the right path to increase conversions and, consequently, your earnings.
Have you ever tested different variations of the landing page ?
What emerged from it?
