Here’s the brutal truth about conversion optimization:
There are WAY too many companies that consistently fail in optimizing their conversion rates.
Because they take the “Blindfold Dart Game” approach to conversion optimization! They keep on throwing a bunch of darts against the board hoping that at least one of the darts will hit the bull’s eye.
If you’re serious about optimizing your conversion rates, you’ll need to systematically test landing page elements that actually matter.
But you’re probably wondering:
“Why should you put 100% of my resources into testing landing page elements?”
Well, the answer is simpler than you would have ever imagined!
Landing page is where the conversion actually takes place. Remember, 80% of the total web traffic is actually diverted to top 10% of landing pages. Hence, it remains the most important part of your conversion optimization process.
Dell increased its conversion rates by around 300% by testing the important elements of its landing pages.
The BIG QUESTION:
“A typical landing page has so many elements, what elements should I test?”
Just focus on these 5 essential landing page elements that you should test to achieve conversions like DELL.
- Landing Page Layout & Design
- Landing Page Copy
- Landing Page Call-To-Action
- Landing Page Lead gen forms
- Mobile-friendliness of Your Landing Page
Let’s get started! Shall we?
1. Landing Page Layout & Design
I’m sure you will agree when I say:
The very first thing that encourages visitors to stick to your webpage like superglue or abandon it within second is its layout and design.
But here’s the shocker:
Attention span of modern-day site visitors is just 8 seconds which is lesser than that of a gold fish.
Your landing pages’ design and layout should be such that you’re able to capture your visitors’ attention almost instantly and hold it long enough – until they complete the conversion process.
Don’t take our word for it; check out this example:
Spreadshirt, popular customized T-shirt design and apparel marketplace, was able to increase its conversions by 606% by testing the design and layout of their landing page.
Hypothesis: Spreadshirt found that its landing page was too cluttered with text, images and links. The company hypothesized that the cluttered layout of their landing page was hampering conversions. So, they decided to A/B test it against a cleaner variant of the page.
A/B Test: The apparel firm decided to A/B test the original page against a page that only featured basic and most essential elements.
Original Variant: Check out the original variant of the landing page that featured too much text, cluttered images and plenty of links:
Challenger Variant: Here’s how their challenger variant looked better with clean design, lesser text and links with proper cell padding.
Result: The result of this A/B test was awe-inspiring. The company was able to increase its conversion rates by 606%.
I’m sure now you know how making small tweaks in the layout and design of your landing page and testing it can get you big win.
- Make sure that your landing page looks clean and clutter-free. Use lighter images and lesser text and ensure a lot of white space around your CTAs.
- Ensure easy navigation and proper formatting to make things smoother for your visitors.
- Bold and highlight important information to make it easy for your visitors to find what they are actually looking for.
- Make sure of using consistent color scheme on your landing pages. Use cool colors to keep the look classy and sophisticated.
- Only use images that relate to your business and products. Keep the use of images to the minimum.
Let’s move on to the next tip on the list.
2. Landing Page Copy
You probably already know that “Content is King.”
But you’ll be surprised:
57% companies fail to optimize their landing page copy because they lack that expertise.
Resultantly, they fail to optimize their conversion rates.
You must create your landing page content/copy is way that it resonates well with your target audience.
Make no mistake; you’ll need to keep your landing page copy crisp and action-oriented and test it regularly, if you’re looking to boost your conversions.
L’Axelle, grooming products’ company, was able to increase its conversions dramatically by testing its landing page copy.
Let’s check out the details:
Hypothesis: L’Axelle was struggling for conversions and the team at L’Axelle hypothesized that conversions were decreasing because the landing page copy was more comfort oriented.
A/B Test: The company then decided to test the comfort oriented landing page copy against a new variant which was more action oriented.
Original Variant: Check out the original variant of the landing page that featured comfort oriented copy:
Challenger Variant: Here’s how their challenger variant looked with more action-oriented landing page copy.
Result: The action-oriented landing page copy converted better than the comfort oriented copy and helped L’Axelle increase its conversions by 93%.
I’m sure this example would have made it clear how testing your landing page copy can help you maximize conversions.
- Make sure to keep your landing page copy short, crisp and easy to understand.
- Keep your landing page copy action-oriented and make sure it shows your USP.
- Keep your tone friendly and content flow consistent.
- Don’t forget to add relevant and important keywords in your landing page copy to ensure search-friendliness.
Now that you know how testing your landing page copy can help you make big wins, let’s dive into the next tip.
3. Landing Page Call to Action
Did you know?
Your Call to Action is perhaps the most crucial step of your conversion optimization process.
Because these tiny, little buttons remain the last hurdle before a strange visitor to your site turns into an actual, paying customer.
Without CTAs, you cannot expect conversions.
But here’s something you don’t know:
Call to action buttons are perhaps the most sensitive elements of your landing page such that if you make slightest of mistakes, be it in terms of your CTA placement, copy or appearance, you’ll not be able to optimize conversions.
So if you wish to actually optimize your conversions, you will need to regularly test your CTA buttons.
Here’s an example to show you how testing your CTA buttons can help you optimize conversions.
Popular Costa Rican Airline, Nature Air increased its conversions by up to 591% by testing their call to action buttons on their landing pages.
Let’s dive a little deeper:
Hypothesis: Nature Air was struggling for conversions. After a careful analysis of their landing page, they found that their CTA buttons weren’t getting enough clicks. So they hypothesized that the placement of their CTA was creating a hindrance in the process and changing the placement may increase their overall conversions.
A/B Test: The airline decided to test their original CTA against a contextual CTA.
Original Variant: Check out the original variant of the landing page that featured a non-contextual CTA:
Challenger Variant: Here’s how their challenger variant looked with contextual CTA strategically placed.
Result: The result of this A/B test was rather surprising. The airline was able to able to improve its conversions by 591%!
Given this example, it’s no rocket science to understand that testing your CTAs is crucial to fuel up your conversions.
- Contextual CTAs work better. Do ensure bigger and bolder call to action buttons to make it easy for your visitors to spot them.
- Make sure that your CTA copy is action-oriented.
- A study reveals that green and orange colors make best bet for CTA colors. No matter what color you choose for your CTA, be careful of testing it.
- Place your CTAs above the fold.
- Leave enough cell padding and white space around your CTAs to ensure they look clutter-free and appealing.
Now it’s time to move on to the next tip on the list.
4. Landing Page Lead Gen Forms
Let’s face it – lead gen forms are of great importance! After all, visitors to your landing pages show their interest in your products and offerings by filling up these lead gen forms.
But you’ll be shocked:
I’m sure you’re wondering why?
Because a large number of lead gen forms aren’t really optimized and properly tested to boost conversions.
But here’s good news:
Testing and optimizing lead gen forms is relatively easy and can help you make big wins.
Check out how:
Hypothesis: Expedia found that most of its visitors weren’t actually filling its forms and were abandoning the form midway. The company hypothesized that removing some form fields may help it increase its conversions as these form fields were confusing.
A/B Test: The company noticed that the form field ‘Company’ was confusing and they tested a challenger variant against the original version by removing this form field.
Original Variant: Check out the original variant of Expedia’s lead gen form the featured the form field ‘Company’.
Challenger Variant: Here’s how their challenger variant looked without the form field ‘Company’.
Result: The result of this A/B test helped Expedia increase its revenue by $12 million per year.
I’m sure you know how testing your lead gen form can help you maximize conversions.
- Add minimum form fields as people usually don’t have time and want to fill the form as easy as possible.
- Leave less cell padding between form fields as it will help you keep your form shorter.
- Ensure adding optional fields to make it easy for visitors to provide the information they want.
- Make sure that your lead gen form is placed above the fold so that your visitors may easily spot it.
- Avoid using Captchas in your lead gen form for decreases the trust of the visitor.
Okay! It’s time to reveal the last but the most important tip on my list. Let’s check it out.
5. Mobile-friendliness of Your Landing Page
I’m sure you heard a million stories when it comes to optimizing your website and landing pages for mobile.
But let me reiterate:
If your aim to is to optimize conversion rates, you can’t afford not to test your landing pages for mobile-friendliness.
This gets worse:
Google made it clear recently that it will penalize web pages that are non-mobile friendly by dipping their SERP ranking.
Every 4 out of 5 shoppers’ uses mobile devices to shop and 61% buyers make opinion about brands depending upon their mobile experiences.
You’ll need to constantly test your landing page for mobile-friendliness if you don’t want to be left behind in the race of conversions.
UK based customized apparel store, Shirtinator increased its revenue by 72% by optimizing its landing pages for mobile devices.
Hypothesis: Shirtinator hypothesized that optimizing its landing pages for tablets and smartphones would lead to an increase in its conversions.
A/B Test: The online store conducted an A/B test where it tested its original landing page against a mobile-friendly landing page.
Original Variant: Check out the original variant of Shirtinator’s non-mobile friendly landing page.
Challenger Variant: Here’s how their challenger variant – mobile friendly landing page – looked like.
Result: The result of this A/B test was clearly revealed that mobile friendly landing pages can help improve conversions dramatically.
- Make sure that the loading time of your mobile-friendly landing page is low because a 1 second delay in page response time can result in a 7% decrease in conversions.
- Ensure using mobile-friendly images and large and legit fonts on your landing pages.
- Optimize your CSS and minimize any HTTP request. Enable compression and also minimize the number of redirects.
- Don’t use flash or Java. These tend to increase the load time of the landing page.
- Your CDN (Content delivery network) impacts the load time of your landing pages and your overall website. So it makes sense to choose an effective CDN. Remember, 45% American e-commerce sites use an effective CDN.
Now it’s Your Turn!
So there you have it – 5 landing page tests that will help you boost your conversions manifolds.
Now go on and out these easy tips into practice and see your conversion graph rise higher and higher.
Have something to add? Or maybe you have a quick question?
Either ways, leave a quick comment below.