Thinking about tweaking your landing pages? Want to know what your readers really want to see? Then you need to do a little A/B testing and find out.
Here are the five A/B split tests you need to run to better optimise your landing page and increase conversion rates.
Your call-to-action (CTA) is the backbone of your landing page, and if it’s in a place that readers cannot find it, then they won’t click through.
Many marketers will swear to put the CTA above the fold, but is it necessary? By putting the CTA at the bottom of the text, the reader has a chance to see how this product or service is beneficial and then decide to sign up.
Run an A/B test on a landing page where one CTA is above the fold and the other is just below it and towards the end of the landing page itself.
Writing a CTA is not always easy. So the first step here would be to create strong, passionate CTAs that emulate your brand and compel action. Try out a few of these tips:
● Use a command verb at the beginning. Grab the reader’s attention and push it towards completing a certain action.
● Evoke emotion and enthusiasm. Use emotional adjectives to compel readers to click, but don’t go overboard on exclamation points.
● Create urgency. The use of fear-of-missing-out (FOMO) can be highly effective.
Now it’s time to test these tips in an A/B test and see which one performs better.
Using images is a creative way to liven up a landing pages, but when are they helpful and when are they distracting?
The truth is that images are not always necessary, and if you can get by without them, your landing page’s loading time will be lower. To find out your audience’s preference, create two landing pages – one without images and one with them – and see which one performs better.
Too Little or Too Much Information
With many landing pages, marketers struggle to find the absolute balance between too much and too little information. Overloading readers with block text and long paragraphs is a quick way to get rid of them, but if you don’t give them enough information, how will they know what you’re trying to promote in the first place?
To test your audience, present the same information but in different formats on two landing pages. On one, use paragraphs, and on the other, use bulleted lists and short, snappy sentences. See which one performs best and tailor your content to please your audience.
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Is Social Proof Necessary?
Social proof promotes the bandwagon effect: everyone else is doing this and so should you. Boasting a large following can encourage others to join your mailing list or sign up with the company, but social proof can work against you if you don’t have enough of it.
It’s worth A/B testing to see if you have enough social proof. Create two landing pages – one with social proof and one without – and see if there’s a major difference. You might be surprised at what you learn.
The best way to increase landing page optimisation is to A/B test – and never stop. Trends go in and out all the time, and just because one design works well now doesn’t mean others won’t be sick of it later. Continue A/B testing and see where it leads your designs.
Author bio: Mike Bird is a co-founder of digital marketing agency, Social Garden.
Social Garden specialises in data-driven lead generation & marketing automation to grow companies’ revenue in the finance, property and education verticals in Australia.
Mike is an influencer in the social media marketing & Facebook advertising space and contributes to Social Media Examiner, Social Media Today, Yahoo! Business Advisor and most importantly, the Social Garden blog.