How to Improve Landing Page Conversions: A/B Testing

Whew, you've finished your landing page design and now it's launched. You're done!

Well not quite. Don't miss an opportunity increasing conversions for your business. Consider A/B testing for your landing pages.

First, what is A/B testing for landing pages? Some people may know or have this idea of what it is. Others might not. Think of A/B testing like you’re a scientist experimenting. Experimenting between two, three or more pages to see what landing page converts the best.

Why should you do A/B testing? Simple. There will be differences in your target audience’s behavior when they land on your landing page. What works for one industry may not work for another. Same between different companies of one industry. One reason to start testing is if you have a high bounce rate. Or when paid traffic (PPC) isn’t buying. A/B testing is finding the best solution for you.

Okay, so what do you A/B test? Experiment with your landing pages. Test headlines, call-to-action(s), images or completely different designs. While testing is limitless you still want to consider on how you manage your a/b testing experiments.

How to do A/B Testing

Now you’re convinced that A/B testing is the key to higher conversions, more sales and the bottom line. One of the first things to consider is what page or goal you should test first. You may have different service offerings or products to sell. If you want to go more in depth you can test with different audiences if you need to as well. A good way to also look at it is by testing your Key Performance Indicators (KPI). KPI’s are measurable values. They show how effective you are achieving key business objectives. For instance, if you are a SaaS company you may have sign up rates as a KPI.

A key thing to note for testing and results is that you should have a good bit of traffic coming in already. The more traffic the more data will make sense.

You need to make a list of tests

A/B testing takes setting up a strategy. Once you find out what page, goal or KPI to test then your next progression is creating a list of tests. An easy way to do this is to create a spreadsheet. A few examples of what to test are:

Headlines - It’s usually the first thing a web visitor sees. A compelling headline can make a huge impact.

Copy for your Call to Action (CTA) - Like headlines the action you want users to take is important. You’ll have different reactions when your call-to-action says “Get our free eBook” or “Our eBook is a must read now”.

Call to Action Placement & Styles - Place your call-to-action in different places. It will produce different results. Along with how it looks like. You may want one test using a button and the other as a text link. Or your button tested in different colors.

Images and Graphics - Don’t overlook the importance of what visual elements look like. Use images that signal an emotion. Even graphics have the same effect.

Landing Page Copy - A/B test short and long copy. Remember what may work for one audience might not work for another.

Pricing - While you may not be able to change your prices. You can definitely test how you present it. Telling people about free shipping or a percentage off is different even if it’s the same costs to you.

Layout - Test changing layouts of sections or elements. Layout 1 sees the header, image banner with a CTA, testimonials, trust factors, sale copy and footer. In that order from top to bottom. Layout 2 sees the header, trust factors, image banner with a CTA, sale copy, testimonials and footer.

Remember you’re testing one thing at a time. If it’s the headline then let the tests be about the headline. Landing page layout tests can have completely different designs between the variations. Which is focused on seeing what design performs better.

Have tests in order of priority

Now you have your list of tests. It’s time to put your A/B testing items in priority. The key reason? Test things that will have the biggest impact first.

If you have a bunch of tests lined up it’s not going to do any good if your confused on what to test first. By creating a process of what to test first and ask yourself why are these test placed in this order.

Going back to KPI’s is a good place to start when prioritizing. The pages that bring in sales should be the first. Go ahead and test your checkout or sales pages as a priority. Improvements on these pages can lead to the biggest revenue changes.

Another priority tactic is to focus on the bigger wins. Changing your message on your CTA message can create a higher conversion rate. The biggest wins doesn't have to be something drastic. In fact, it’s good to have a test that doesn’t have much effort to change but has a high reward. Such as the CTA message for filling out your form.

Like the list of A/B tests you need to have a process and framework on prioritization. One way to do this is with each test figure what is:

Know the design process of your A/B test

You’ve completed your list and everything's organized. Take a similar approach to A/B testing like any web design and development process. How is all this going to get completed? Who’s creating or making modifications to test pages?

We highlight an important aspect when choosing your option below:

Freelancers/Contractors - Do they have experience in optimizing landing page conversion? Ask upfront if they can design & develop, or design. Learn about their schedule as well to know if they can work on your testing.

In-house team - Are you a company with an in-house team? Know if they already have experience with conversion rate optimization design & development. If not, then you may want to consider other outside sources to work on or with your team.

Conversion Rate Optimization Agency - Hiring a team allows complete service and expertise. Test ideas, design variants, development, running and analyzing results are off your plate. Discuss your goals through consultation and recurring meetings.

Yourself - If you don’t have the liberty of any above your next options would be to use landing page tools. Ones that provide A/B testing features. A/B testing tools like Unbounce. If you already have a website. For instance, a WordPress website there are plugins that will help assist with A/B testing.

During the A/B testing make sure to run both tests simultaneously. Give the tests time to collect data. You can base the time on the amount of traffic you’re getting. At least 10,000 visitors is a good starting point to give you a sample size. If you get 10,000 visitors in a day, a week or month will also determine how fast you can conduct tests.

Alright Professor now it’s time to analyze your A/B testing results

Depending on what route you’ve taken with your design process. You’re either using an A/B testing tool that provides statistics or whom you’re working with will.

Focus on your goals and KPI’s. Paying attention to your primary test goal you’ll be able to see the results and determine what are the next steps. While you run these tests make sure that the results are significant enough to demand a change. Let’s say you’re performing a test on the value of CTA button colors. Test A button has a click rate of 5% while test B button is 20%. You’ll know what that will mean to you to make a uniformed decision.

The next step is to move onto your next test and process again!

Need a team to effectively A/B test your landing pages? Get in touch with us.

How to Improve Landing Page Conversions - 1:1 Attention Ratio

Let's talk about one area of focus to improve landing page conversions. We’ve gained a lot of experience designing and developing landing pages. From many tests, we see that results can vary from industry to industry, goal to goal. There are results that we see happen across the board as well. One thing is clear, page visitors need to stay focused on one aim, one goal. Here comes the attention ratio.

In landing page design the attention ratio is the number of links or actions compared to the number of goals you have with your campaigns. Thus you could have a 10:1 ratio. Which means 10 links or actions on the page with one conversion goal in mind. Some landing pages have 12:1 or 2:1. A 1:1 attention ratio is best. And every campaign has 1 goal in mind.

What should you do with your landing page when using 1:1 attention ratio

A 1:1 attention ratio means no to extra links, social sharing and even getting rid of a navigation menu. Having something higher than a 1:1 can overwhelm your visitors with too many choices to “exit” out. If you have a Google Ads campaign running and it was to sell a product what do you want your potential leads to doing? Buy the product. If you were offering a download of special content then you want people to give up their email address. In either situation, any more actions than the true purpose would lower your conversion rate.

Now you may be thinking do I need to have only 1 link on my landing page then? Not exactly. You can have a landing page that has some length to it. Placing many CTA’s within your page is fine as long as it’s to the same conversion goal.

Wait, you said get rid of your navigation menu. Yes, but having a navigation menu that has anchor links should be fine. Which means a link that goes to a certain part of your page. For instance, a “Testimonial” link takes users down to your testimonial section. Having links to a Privacy Policy is fine. Keep that at the bottom of the page.

When you practice a 1:1 attention ratio for your landing page not only are you increasing your conversion rates, but this will also help you with testing. It’s more straightforward to focus on how many clicks your CTA button(s) are getting.

Comparing Landing Page Designs that Use 1:1 to Those Who Don’t

MuleSoft’s goal on this page is to have visitors download a handbook. Do you see any other links?

Unbounce kept it true to having only 1 action to download their ebook.

At first, this application looks to have 1 action to download the app. Then immediately you see another button to buy gift cards.

If Blue Apron’s goal is for people to sign up for an account they’ve done that well below.

Hearsay was using PPC to drive traffic to this page. They want you to request a demo, but would you view more products or services too?

Stampli’s PPC ad drives you to a landing page that offers a 30-day trial and nothing else.

The success of your ad campaigns comes from having dedicated landing pages with a message that matches your campaign goal. With a 1:1 attention ratio you increase your landing page conversion rate with your campaigns. Remember to test, test, test.

Do you need to talk about 1:1 attention ratio for your landing pages? Get in touch with us.

10 Expert Tips for Landing Page Conversions

Businesses are now creating valuable marketing campaigns online. One of the effective marketing strategies used today are landing pages. But creating a landing page and having it convert well isn’t as simple as some may think. The design of a landing page should perform well, but that doesn’t happen in one try. In this article, we will touch on various points about design and feedback. Let’s dive deep into some important tips to improve your landing page conversions.

Does Your Page Work Well In Different Screen Sizes?

The importance of your landing page looking great on any device screen size is crucial. Especially the ones that matter the most. Pay attention to how your landing page looks on desktop, tablet, and mobile. Make sure that it's easy to navigate between each screen device. What may work well on a desktop computer might be difficult for a user using a mobile device.

Is your Landing Page Upfront to your Audience?

Be direct and concise with your landing page. Often I have seen landing pages that do not grab the visitors interest. When your lead comes in they should know what they are on there for when they arrive. Especially if you are using paid advertising. You wouldn't want your ad headline to mismatch with your headline on your landing page. Your content should help the visitor understand what you're offering. Then reel them in with benefits. Write compelling headlines and then follow up which strong copy.

You Better Believe Attention Spans Are Short

When a visitor lands on your page and if they are presented with multiple actions to take you’re doing yourself no good. For instance, a link to this page and that page. Or buy this now, but also subscribe to our newsletter. Because the visitor is presented with so many actionable things they will have a higher chance to leave and not complete the conversion. So if you had one action to take on your landing page then that is the only option the visitor we'll make. Oli Gardner describes this as the 1:1 attention ratio. It's a good practice. Drop all distractions. Your landing page conversions will go up when the attention ratio goes down.

Make Sure Buttons Are Apparent for Users

Does your call to action button stand out? If you want your visitors to take action than a good CTA button will be important. Play around with colors, shapes, and sizes. Place them above the fold and between important parts of your page. You should have a clear idea of what will happen next when they click the button. You can use text that gives a sense like they are saying it themselves such as “Yes, I’m ready for my free download”.

Headlines Can Make or Break How Users React

Have bold and straightforward headlines. Your visitor's attention span is a matter of seconds. If your headline is simple and to the point, you have a higher chance of grabbing your visitor's attention.

The Copy On Your Page Should Connect with Visitors

Convincing landing page copy. Besides having your page looking great you want your content to shine as well. The flow of text from the headline to copy should be to the point and genuine. If your visitors aren't hooked and satisfied you can bet they will leave your page. Depending on your goals the amount of copy will depend. Landing pages will do best with 500 words or more. Then there are landing pages that are lengthy such as two thousand words. make sure your copy is clear from distraction. Motivate your visitor toward your conversion goal.

Do You Have Trustworthy Factors?

You want people to trust you so why not add any testimonials or reviews. Do you have any seals of approval? Showcase them. Your visitors can relate if they read reviews from other trustworthy people. Be careful though if it doesn't look authentic it can have a negative effect on your conversion rates. Don't make your visitors think it seems too good to be true. An example of trust seals is the Better Business Bureau badge.

Why You Test Pricing Tables If You Can

Do you have a pricing plan? Test and see if a pricing table works better on one version of a landing page compared to one that doesn't have it. Are you afraid of a pricing table on your landing page could affect conversion rates? Visitors tend to like to know their options and what they're about to get themselves into.

Be Fast As You Can

Pay attention to page speed. No matter how well your design and copy is if it doesn't load fast then you can kiss your conversions goodbye. Tools like Google page speed insights suggest improving your page speed. one of the number one places to start is your website hosting service. there's a reason for you get what you pay for. optimize any images and Scripts to improve your page speed. not only will it please your visitors but search engines take into account your page speed.

If You Don't Test Now Then You Should Start

Way to improve your landing page conversion rate is to test. There are a ton of tools to use for a/b testing. Unbounce is a tool that helps create many variations of landing pages. Also, get analytic data on which landing page performs the best. Test different headlines, different colored CTA buttons, and completely different layouts. Segment your audience by sending different paid traffic to different land pages.  if your goal is to increase your conversion rate then testing is the way to go. don't think you can have one landing page and you're done. always be improving.

We hope you can take some or all these tips to heart. Start practicing today to improve your landing page conversion rates. We know it will make an impact! If you're looking for help with any of these tips and more for your landing pages please get in touch with us.

How to Create a Landing Page You Can Use for Lead Generation

Did you know that 11 is the average number of form fields on a landing page? However, if you reduce this to only four, you could increase conversions by as much as 120%!

This is one of the many things to consider when you create a landing page.

With that in mind, let's dive into our top pieces of advice so that you can enjoy a boost in conversions!

1. Create a Catchy Headline

It's essential you craft a catchy headline. Period.

It should:

This is the most crucial element on the page, so be sure to spend plenty of time on this.

Try split testing different headlines to see which works best. This does takes time, but it's the only way you'll find a winning formula.

2. Craft Compelling Copy

Your copy needs to communicate whatever you're offering, as concisely as possible.

Here are two practical tips to consider while drafting your copy:

  1. Focus on the benefits rather than the features, i.e., how does the product/service/giveaway positively impact the user's life?
  2. Craft your text, so readers feel like you're speaking directly to them. For example, you should always use words like; 'you,' 'you're,' 'you'll,' etc.
  3. Use compelling and vivid words. Attaining bushel of money is much more desirable and vivid than saying you're client will get a lot of money.

This kind of language helps your audience engage with your content and hence, boost conversions.

Most importantly, you need to ensure the copy on your landing page matches whatever you promised when your visitor made their initial click.

So, whatever method of marketing you used to get them to your landing page, i.e., a blog post, Facebook ad, YouTube video, etc.; there needs to be a seamless transition.

If you don't match your messaging, it'll confuse your audience which is not good for conversions.

3. Insert a Clear Call to Action

Your call to action (CTA) needs to be clear.

Top Tip: ensure the color of your CTA button is contrasting to the rest of the page, you want it to stand out.

Last but not least, customize your CTA copy, so it tells the audience exactly what they need to do. For example:

You get the idea!

4. Use Professional Looking Imagery

All high converting landing pages boast professional looking images. Not only are they visually pleasing, but they're also useful for explaining what you're offering.

Alternatively, you might find that a video resonates better with your audience. You'll have to split test this to find out what works best for your industry.

Were These Tips on How to Create a Landing Page Interesting?

If you found this article on how to create a landing page handy, then check out our 'lead generation' blog. We discuss everything from how to use Google AdWords, to creating a B2B lead generation strategy. Enjoy!

Alternatively, for more information on the kind of stuff we get into, be sure to take a look at our case studies!

What Makes A Great Adwords Landing Page?

Updated 2/21/2019

Should your Adwords landing page conversion rate be higher? AdWords landing page design can make or break your campaign performance.

Probably so. 10% of advertisers regularly achieve conversions 5x higher than average. This is typically done with a lower spend, too.

Whatever your industry benchmark is, there's always room for improvement.

Linking out to your homepage is not enough. You need to craft a specific Adwords landing page, capable of enticing visitors to take up an offer or buy your product.

If you're struggling to design a winning landing page, read on for 5 factors that will boost your conversions, and keep you ahead of the competition.

Let's do this.

1. Well Purposed

Before you design the visuals of your Adwords landing page, it's critical that you consider its purpose. To get started, ask yourself the following questions:

To bump up your conversion rate, you need to understand your audience and determine precisely what they want from you. Only once that's clear, can you put together a landing page that'll blow their minds.

2. Easy to Navigate (Strong UX)

Minimalism is an art. Keep things simple and uncluttered, and use whitespace to your advantage.

It helps to imagine yourself as the visitor, with no prior knowledge of your brand. Simplify the process, making sure the next step is always obvious.

You'll also need to make sure there's a clear color-contrast between your background and call-to-action buttons. They should pop out the screen and be immediately evident to visitors.

To make sure you hit this out of the park, check out 5 more landing page design tips.

3. Strong Copy

Your Adwords landing page may look dazzling, but if it's not packed with rich, useful content, it's unlikely to help convert.

You'll need a strong headline that succinctly conveys your value (or offer) in clear, concise language. Follow this with a powerful subheading that gives more explanation about what you can provide.

Include the word 'you' and talk directly to your target consumer. Don't get caught up harping on about features. Focus instead on the benefits to the consumer and the problem that you help them solve.

Don't worry about including every detail here, the main aim is for your visitors to take a closer look at what you're offering.

4. Quick Loading Time

Don't underestimate the value of a quick landing page when it comes to converting your visitors.

40% will abandon your site if it takes more than 3 seconds to load. Thankfully, slow loading times are easy to recognize.

Input your landing page address into a free speed-test tool, such as Google's page speed insights, and you'll instantly know if it's up to scratch.

5. Mobile-Friendly

Almost 60% of searches now come from mobile devices. That means it's well worth using Google's testing tool to see if you're deemed mobile-friendly. If not, it's time to optimize your landing page with a responsive design.

That means no pop-ups!

Create a Strong Adwords Landing Page

You've already invested time and money into Adwords campaigns, don't let this go to waste with a sub-par landing page. Get started with the above tips, and you should see a healthy increase in Adwords conversions.

If you'd like some help in pulling it all together, get in touch today. We specialize in designing custom landing pages for Adwords, optimized to meet your goals.

5 Landing Page Design Tips to Help with Conversion

Building a good landing page design is only successful from the testing that is done. We work with clients to help build and test custom landing page design to help with their goals. Along the way we've discovered some of the best landing page design tips.  We've collected a few of the tips to share with you below.

Hide that Nav Menu on your Landing Page Design

Yes, no navigation menu. If you're not already hiding your navigation menu we recommend to do so now. Why? Simple. Your top menu should not be the focus of your landing page's objective. A navigation menu is well of course at the top of your website. By cutting the menu out your site visitor will follow on through the landing page design as expected. Hopefully, converting on the call to action.

Relevant and Short Headlines

We consider the headline one of the most easiest and fastest way to make a change for testing. Your headline should not be too complicated. Limit yourself from trying to be too creative or unique. Test with the most direct and relevant headline first. Don't try to be too lengthy with these titles in these first tests. If you want to get inside your potential lead's mind make the headline answer what they want. When you think of the title begin saying "I need to..." and complete the sentence with the value you're providing them. For example, "I need to manage expenses quickly" can become the headline "Manage Expenses Quickly".

Word Play on CTA Buttons

One thing that is usually tested with call-to-action buttons is changing the color. From red, green to yellow the variations are almost endless. Since a pastel orange might look good on one landing page and a dark orange may look good on another. But to take it a step further try focusing more on the phrase of the button. If everyone uses "Buy Now" or "Download for Free" and all landing page visitors notice this from one page to another do you think it's convincing? Probably not. Let's take a look at some PDF weightloss guide for example, instead of trying to convert a lead with "Download your Free Guide Now" test out "Yes, I Want to Start Losing Weight".

The Weight of the Font

It's amazing how often we run into "can we use a different font for this headline, another font for the sub headlines and yes, let's try this font with the paragraph". Honestly, we think it's better to stay with only one font for the landing page design and adjusting different weights for the title, headlines and paragraph. Different weights simply mean light, normal, bold and bolder. Trust us, you're not going to suddenly trick someone to focus on a particular section or element just because the font is different from the 5 other fonts on the page. If you absolutely feel like the page needs some different font choices only use about 2 font choices. Three would be the maximum.

Cut Featured Items Down

We get it, you have all of these testimonials and you think it'll be good to showcase all of them. If you're A/B testing then try this out. One variation show 2 of your greatest testimonials and the other variation with 10 testimonials. Why do we think the one with just 2 testimonials is preferable? Well, it's proven that you can convince a customer with little as possible. Especially when it's your best material. This will give a sense of decluttering or doesn't give them too much to take in. Have something to feature like portfolio or awards? Cut it down. Remember, we need them to convert not get caught up in so much fluff.

We have given some great tips to try and test with your next landing page design. We're sure you'll be able to see a difference when you follow our advice. If you want to learn about more tips and the value we provide find out more about our custom landing page design.