Do thorough A/B testing to ensure that every element in your landing pages is optimized for maximum conversion. As far as landing pages go, there are no universal rights or wrongs – it’s all about what kind of landing page is most effective in converting your market.
Test All Copy
Test everything, from the headline, to copy length and style of copy. Change the wording, length, font and formatting of your copy and test. Try different copy formats with short paras and subheaders and test. The idea is to identify the combination that converts best.
Test Copy Images
The images you use along with your copy can impact on conversions both positively and negatively. Increase and reduce the number of images, testing both options. Test image size, image colors and resolution as well.
Test the CTA
Change the wordings and test repeatedly till you find a phrase that converts the most. Test the position as well – above the copy, below copy and so on. Change the CTA button or link size and color and test them individually to get the best results.
Test Various Offers
Assign similar values to differently worded offers and test them all individually. Test different offers on different groups of visitors to understand what appeals to your audience segments. For example, you may try free shipping with one group and a discount with another group.
Whenever you launch a new product or service, or start a new promotion, you need to begin testing early. Test as often as you can and ensure your site is completely optimized before your new launch or promotion begins, so that you don’t lose out on conversions.
Run Simultaneous Tests
When you’re testing two or three variations of any landing page element, run tests simultaneously. By doing this, you can prevent skewed results, since conversion scope changes over different times in a day.
Watch The Data
Put your instincts aside, even if they are telling you that you should be happy with some results. Always listen to what the empirical data is telling you. There’s a reason why controlled tests are run – to obtain accurate data. If your instinct wars with the results, retest the data.
Test For Enough Time
Allow every test to run for long enough; don’t cut a test too short – you’ll just be making room for errors. Time your tests to run from a few days to a few weeks, depending on what you’re testing and what kind of traffic your site gets.
Ensure Same Variation
Visitors don’t like to see too many variations on their shopping site. So if you’re testing on your live site, make sure repeat visitors don’t see other variations of landing pages. Set your code to show them the page they saw the last time they were on your site.
Simulate Live Tests
Testing on your main traffic can be dicey. It’s a good idea to get several customers and test subjects to sign up for a live testing exercise. You can still control your tests and ensure accurate data, but in real-life scenarios, not test scenarios.