We’ve previously discussed the optimal components on a landing page, along with the specifics of a great call to action and why testing it is of the utmost importance. Of course, the CTA isn’t the only important piece of content for a landing page. How much time have you spent thinking about and testing your clients’ overall message?
Landing pages should have two major components when it comes to a brand’s message.
- They should quickly and efficiently tell visitors what specific services the company offers.
- They should tell visitors why they should do business with the company.
The best way to test a landing page message is to ask someone who doesn’t know anything about the company to evaluate it according to the services and benefits the page conveys. Is the message clear? Was the person unfamiliar with your products able to gain a simple and clear understanding of your products and services? If not, it’s time to rework the copy. The “rule of thumb” is that websites have about four seconds to get users’ attention before they leave. Effective ways to gain this attention include using bullets, short sentences, short paragraphs, and copy that’s generally easy to scan.
Your landing page may be trying to say too much. Remember, simple is better. This applies to buttons, photos, infographics etc. as well. Nothing is too small to test in regard to landing pages. The entire purpose of your landing page is to assist your customer at an early step in their purchase cycle.
Here are some ways you can ensure users stick around the landing page you’re testing:
- Skip the jargon. People want to understand what they read.
- Use language that focuses on website visitors, such “You” and “Your” instead of “We” and “Our.”
- Use a voice/tone that matches your target persona.
- Use media optimization and analytics tools and pay attention to what they are telling you.
You may find that it makes sense to remove entire page elements. But remember, making small changes with no valid reasoning will likely be a waste of time. With proper data analysis (i.e. viewing a heat map of the landing page) however, you can achieve huge gains. Always have a plan and clear hypothesis for each of your tests.
Concentrate on testing elements that appear distracting to users. For example, are there elements that don’t add value and/or support the CTA? If you have too many distracting inbound/outbound links or lead gen elements (such as email signups), try taking them out, and test to see if this helps your conversions grow. Remove these elements one or two at a time and measure the impact; don’t go overboard.
Not all testing equals huge conversions. Sometimes a test will lead to a decrease in monetary gains or email signups. That means it’s time to try again based on what you learn. After all, continual testing is how great search marketers develop deep learning and obtain measurable competitive advantages. It’s okay to make mistakes. Nothing ventured, nothing gained is one of my favorite sayings. The important thing is to not stick with landing page elements that aren’t delivering the results you expected. This is not an exact science. Feel free to experiment.
What was your greatest landing page disaster? I love standing around the water cooler sharing stories and learning how to fix things. We’re all in the same business. Let’s talk.