Simple Landing Page Tests That Will Maximize Conversions
Sure, there are best practices and general guidelines available that can help you create a good landing page. But in truth, you need to find out the best practices for your specific business.
One best practice, however, that is true for all types of businesses and landing pages is to keep carrying out landing page tests on various elements of the page and finding out in real what works well and what doesn’t.
There is always some room for improvement. So even if you think you are doing well and your conversion rate is good, you should always keep testing to try to make it even better. Of course, you wouldn’t mind an even higher conversion rate, would you?
Plus, by carrying out landing page tests, you can collect the evidence of what works and what doesn’t and create your own list of best practices that you can follow in the future for all of your landing pages.
Here are some simple landing page tests you can carry out to find out what works best for you.
Simple Landing Page Tests: The Call-To-Action
When it comes to your CTA, there are two things that matter: where you place it and how you phrase it. Let’s take a look at the first one.
If you take a look at any list of best practices for landing pages, they will tell you to place it above the fold. This is often backed by statistics and evidence that says that content placed above the fold attracts 80% of a visitor’s attention.
But unlike what many experts suggest, that doesn’t automatically mean the CTA as well. Although that’s a great place to start when designing your landing page, it’s also a great area to carry out landing page tests.
In one instance, for example, the CTA placed below the fold yielded 304% more conversions than CTA placed above the fold. Sometimes a product or service is a little complicated and the user simply needs more information before they convert.
Another aspect is how you phrase it. Best practices suggest using actionable words in your CTA copy like “Download”, “Sign Up”, “Order”, etc. However, many landing page tests show that benefit-focused phrases perform better than actionable ones.
For example, using “Get” instead of “Order” can make a big difference to your conversion rate. Hence, it’s a great area to test.
Simple Landing Page Tests: Images
While best practices of landing pages tell you to add images to improve the aesthetics of your page, it isn’t always a good idea. A/b testing on your landing page with both versions with and without image can show you what works best for you.
Experts say that the image you place on your page should be relevant and should have a purpose. The image should do something that your copy isn’t fully able to do. If the image has no purpose, it may be better not to have it at all. This is something you can find out by testing.
The image should explain the functionality of the product or service or clarify the benefits to the user. Or in case of a product, it could be a close-up that shows the user what exactly they can expect.
With that being said, it’s always a great area to focus on when doing landing page tests. For example, what works better – a close-up of the product or an image showing how it’s used?
In the example above, the close-up of the product got 44% more conversions than the image showing its functionality and its usage.
Read this article for more tips on simple landing page tests.