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.

  1. They should quickly and effi­ciently tell vis­i­tors what spe­cific ser­vices the com­pany offers.
  2. 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.

Your Turn

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.