Someone clicks on your ad or visits the special URL provided in your campaign and they get to your landing page. What they do next can make or break your marketing plan.
Will they take action? Will they hit the back button? Will they get bored and fall asleep?
To increase the percentage of people that take action, I recommend testing various elements of your landing page on an ongoing basis.
Here are 5 key landing page elements worth testing:
up the photos that you use on the page. Try a man instead of a woman. Try
someone older or younger. Try using more or less images. A strong graphic
captures a visitor’s eyes and could draw them in to read the text on the page.
A weak one might turn them off right away.
up the text in your headline. Try one that makes a special offer, or one that
promotes the benefits of your product. Try one that matches the headline of the
ad they likely clicked on to get here. The headline is the first thing most
people will read and it should wet their appetite for the rest of the page.
to Action. Change up the wording on the link or button
you want people to click. If it’s a checkout button, try “Buy Now” instead of “Checkout”.
If it’s a general form submission, try “Go” instead of “Submit”. Try an orange
or a green button instead of a red one. Try a bigger button, or a different
most likely match the colors of your landing page to your brand or website. But
you should treat a landing page as an independent entity. Whatever you can do
to increase conversion is worth trying. Test a white or grey background. Test
varying the colors of form fields or text. The general color pattern on a page
will give people an impression like they either want to be there or don’t.
- Length of Text. Generally, less is more when it comes to text on a page. But that rule does not apply 100% of the time. Test a page with more text on it, giving you room to provide more details to those people who are looking for them. If your text is already long, use bullet points and lists to shorten it.
The key is, keep testing, and keep measuring performance. When the conversion rates start to rise, you’ll be happy you did.