To make it easier to focus on creating more effective landing pages, below is a list of 7 landing page tests that you can perform almost immediately to improve your ROI.
1. Include Credibility Indicators
Split testing becomes significantly easier when you introduce elements that have a certain amount of pull behind them. Credibility indicators are one of the strongest factors in this sense when it comes to influencing customers to purchase something on a page.
What qualifies as a credibility indicator? Here are some examples:
• Facebook Likes
• Tweets Linking to a Page
• Product Reviews
• Google +1's
• Awards
• ”Featured on ...”
• Endorsements
As far as specific ideas go for landing page tests, try the following:
1. Test larger credibility factors versus smaller ones down the landing page. For example, feature logos from recognizable news stations one at a time and in large print at the top of your page on one test while featuring smaller ones down the page on another.
2. Compare testimonials versus expert sources on your pages. You may find that the emotional appeal testimonials have works better for personal and retail items, or you may find that expert sources perform better with art, science or theatre products.
2. Badge Your Customers' Choices
The impulsive part of the brain prefers to choose decisions that are already made for it. This is a tried and tested fact of retail marketing.
Badging is the practice of subtly making it so your customer doesn't have to think to know what the best choice is. This makes it easier for them to impulsively buy, which in turn makes it even easier for you to produce sales.
Here are some types of badges that you might consider when making the choice for your customers as to what the best choice really is:
• Best Value
• Top-Rated Product
• New Arrival
• Best for Businesses
• Popular Item or Seller
• Great Gift
• Best for Mothers
3. Take Away Pieces of Your Page
The adage of “Less is more.” applies to landing pages in some situations. A more efficient copy can lead to less wandering from your customer, which in turn can lead to more sales.
In your landing page tests, try to remove elements from certain tests. Note the impact of removing these elements before going back to try to redesign your landing page to be that much more efficient. You may find that your customers don't need all the information that you might offer on your page, or they may not need it as immediately as you present it before they're ready to buy.
4. Test Your Way with Words
Writing style, tone and even the choice you have when using certain words can influence how likely any given visitor is to convert when they land on your page.
You want to rewrite your paragraphs over and over for as many tests as you can fathom. Test one paragraph against another version. Try using different word choices in your paragraphs.
The goal you want is something that resonates with your visitors, which in turn will help both rational and impulse readers to convert more often.
5. Walk Your Visitor Through Your Product – Or Don't
You might have a product that requires you to walk your visitors through every reason that they want your solution. You may want to break down your sales pitch into a number of steps where each step further convinces your reader to turn into a paying customer or simply to complete the action that you desire them to finish.
You should likely start the process slow in this situation. You might ask for their email and a few extra personal details in the event that they stray from your page, or you may want those details for further up-sales later.
This can boost conversion rates in B2B sales or with products that have a large price tag attached to them.
You may decide that you just want to skip to the point by putting “Buy Now” in big, red letters at the top of your landing page. You can add more information at the bottom for those the need it.
The answer as to which of the above strategies is more effective should be found in your landing page tests.
6. How Does Your Message Fair?
This is one of the oldest landing page tests in the book, but you can take a person who knows little about your company or product before sitting them down in front of your page. You can then ask them what your company offers and if they should work with that person.
If the person you sat down has any trouble providing answers, then you should go back and rework your page until they can answer in 4 seconds or less. Remember that you only need as much copy as required to communicate your message.
7. Utilize Banners
Assuming that visitors will immediately know what your page and your company is about simply from word-of-mouth is one of the most tragic assumptions you can make. It's one of the crucial things that can make or break your landing page.
Banners are one of the best tools to ensure that your would-be customers know what your company, your landing page and even your products or services are about. You can utilize them to quickly get a concrete message across to your reader without making them feel alienated.