We all know testing is important in marketing, but sometimes trying to figure out what you should be testing can be a little overwhelming.
Most articles on split testing recommend that there is not anything too small to test. When it comes to your landing pages, this advice is right on the money.
Your landing page plays a vital role in your sales cycle. It is the first thing your leads will see after giving you that first click.
To give it some real-life sales context, your landing page is like your first face-to-face with a prospective client after a cold call. You have successfully peaked their interest, got the appointment, and now it is time to close the deal.
The conversion goal behind landing pages can vary depending on what you want your leads to do first. For example, most landing pages are simply there to gather your information and get you into a sales funnel for nurturing. Some landing pages close the deal right away. What ever your conversion goal may be it is up to your landing page to get the job done.
Even though it’s crystal clear that testing your landing pages is very important, only 52% of advertisers test their landing pages for optimization.
To help cut down on the guesswork, take a look at what these 5 advertisers are split testing in their landing pages….
1. Input Fields VS. Click (Christian Mingle)
What do you want your leads to when they arrive on your landing page? Do you want them to sign up or click though?
Asking a user to provide too much information may increase the drop-off rate but at the same times, those who take time to fill out a form are more likely to convert.
The dating network ChristianMingle.com is testing this element…
2. Layout (Zappos- woman’s shoes)
Testing to find out which landing page layout performs best for your brand might take some time. There are many factors that contribute to the overall look and layout.
Check out these two landing page layouts Zappos is testing. Notice the different emphasis on products…
3. Length (Audible)
Some landing pages are short and sweet, some include plenty of added detail. Try testing a landing page with minimal copy and strong call to actions, against a landing page that includes more detail.
Here are two of Audible’s landing pages that vary in length…
4. Cater Your Landing Pages for Each Ad (Ancestry.com)
A fully optimized landing page can work wonders, but that does not mean you should only optimize one landing page. Instead it may prove helpful to have a dedicated page for each and every campaign. This can help ensure that each message in succinct with the conversion goal. 48% of marketers build a new landing page for each marketing campaign.
Look how Ancestry.com targets their message to their campaigns…
5. Amount of Places that Can be Clicked (LifeLock)
Sometimes when you give too many options it can be confusing. That’s why on many landing pages there are only two options – a user can click to complete the conversion or exit if they are not interested in the offer.
Other times giving multiple options can increase the number of leads in other areas. Perhaps they do not want to buy now but they are interested in browsing your site for more information and will decide to buy later.
The brand LifeLock has many separate landing pages to test this theory…
Having relevant landing pages is the best way to increase your conversions. Try incorporating these tips and be sure to share if they in the comments if they work out for you.
This post originally appeared in Business2Community (February 2014).