A/B Testing and Optimizing Your Landing Pages

We all know that landing pages need to be relevant, concise, and encourage action by the visitor. In fact, we have written quite a lot about landing page best practices. See here. However, there are many variables within the landing page that impacts the overall number of conversions and it is important to test and measure these variables. By optimizing your landing page, you are able to earn more conversions and revenue with the same sized ad budget. Below are a few items to test on your landing page to optimize for conversions.

 

ab-split-testing

Copy and Content

You should always be testing new copy in your ads, but testing the copy on your landing page can take a back seat despite the face that it can lead to more conversions and a higher conversion rate. Test your verbiage to see what encourages your audience to purchase. Do they like the term “deal” or do they prefer “offer” or “bargain”?

Also, when testing copy, don’t just test terms. Also look to test font style, text size, and location. All of these variables can be optimized to yield the highest return possible. For more information about testing typefaces click here.

Design and Layout

The location of certain pieces on you landing page also have an impact on your conversion rate. If your landing page has a form, test the location and design of the form. For people using a longer design, test which information appears above the fold and which does not. There are countless things you can test regarding the design and layout of your landing page. Here are just a few.

  • Background color
  • Location of headers, forms, content, etc.
  • Size and prominence of call to action.
  • Navigation bar or no navigation bar

Images

Images are very important to your landing page. Imagery instills an emotion in the user before they have an opportunity to read the copy. It is very likely that different images will yield different results, which is why it’s important to test and find those images that convert at the highest rate. It is also likely that different images resonate better with different members of your audience. For example, females may convert better on a landing page that features a woman. You may end up creating multiple landing pages with images designed to convert specific segments of the audience.

Summary

There are endless items you can test on your landing pages, but it’s usually best to start with the items that impact conversions the most. When testing, don’t just look at the total number of conversions, but rather, who is converting. See what type of people on converting on which landing page. Do wealthy people respond differently than less privileged people? Do females respond differently than males? Do older people respond differently than younger people? By measuring these segments, you can put together a solid library of landing pages to have ready for each individual audience.

 

What are your favorite pieces to test on your landing pages? Share with us in the comments!

 

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