Industry Conversations, Tips & Ideas

What You Should Test On Your Landing Page (Now!)
Posted by: Anita on Wednesday, 17 July 2013

At crucial conversion moments, the right landing page performance matters. When potential opt-in customers are looking around and making decisions, the last thing you want on your landing page is a misplaced call-to-action button or a wrong button copy.

Managing quality can be the difference between a successful landing page performance and utter failure. Here are 3 self-evident but often overlooked elements you should test on your landing pages.

1. Call-to-Action Placement

The impact of call-to-action placements on lead capture pages cannot be underestimated. Despite what many believe, placing CTA above the fold does not work for every eCommerce site. Still, you can test your landing page CTA’s performance based on its correlation to the product/offer complexity.

If the product or offer is complicated in nature and requires digestion of a ton of information, a CTA placed lower on the page generally works best. If the product or offer is simple and requires little supporting data for a customer to make an informed decision, a CTA placed above the fold mostly performs well.

Find out what works best on your landing page by trying different versions of CTA.

2. Button Copy Relevance

It might seem like an insignificant thing, but a one word difference in the button copy in one squeeze page case study significantly increased conversions. The first button copy labeled as “Get information” exhibited a statistical confidence of 98%. It also had a rate of 38.26% more conversion than the second button copy, which was labeled “Order information”. In this case, the word ‘Get’ signaled more relevance as it emphasized what customers wanted. On the other hand, the word ‘Order’ conveyed instruction and put emphasis on what customers had to do to get what they want.

Evaluate your button copy’s relevance to the content and conversion value of your landing page. Instead of being content with general terms like “Buy Now,” and “Submit Form,” choose a button copy that’s content-specific and high-impact for the best conversion rates.

Amount of Landing Page Content

Experts usually advice using long-form landing pages with complex product offers and short-forms with simple ones. Long-forms perform well in connection to offers with a high level of associated anxiety, such as home energy audits. If the customer only has a low level of anxiety over an offer, a short-form landing page will do sufficiently well. Identify which works best with your product offers and adjust the amount of information on your landing page.

Don’t let landing page variable errors doom your online business startup. Test these three landing page elements now to maximize customer conversion. When your landing page’s performance is right, your customer’s response will be right.