Set up a landing page testing framework
1. Compile a detailed catalog of your site's traffic, conversion rate of landing pages, and visitor behavior using heatmaps and other analytical tools.
With this data in front of you, it becomes a lot easier to see which pages, along with traffic sources, are and aren’t fulfilling their intended purposes. Landing pages that average a high enough volume of visitors can be effectively tested for their rate of conversion. While there is no universal prerequisite volume for testing a page, you want to make sure that it is at least getting conversions frequently enough to warrant testing. If it is, use the previously mentioned analytical tools to calculate what percentage of visitors tends to be converted on a given page.
2. Navigate the site as if you were a first-time visitor to spot any problem areas before you start introducing any changes to your landing pages.
This gives your business the opportunity to view a page for what it objectively is, as opposed to how you intended it upon creation. While navigating your site, here are some questions to consider: Is this page easy to navigate? Does this page reflect a product or service I’d personally trust and spend money on? For example, does the website look modern, with your qualifications clearly listed? Am I persuaded towards a conversion by the materials on this page? Why or why not? Is your approach towards conversion compelling without feeling like a blatant advertisement? How long does it take to successfully navigate this page? Could that time be reduced? Content not related to navigation or conversion can likely be trimmed or removed altogether.
3. Develop a plan for which elements should be tested and which shouldn't.
With a stronger sense now for what is and isn’t working for your desired landing pages, you should have a framework for what you’d like to keep and what not to. Retool elements that need improvement. For example: Overly wordy or jargon heavy text samples: Look for text full of industry terms and filler text that’s unnecessary for conversion or the site. Outdated web design: For example, low quality stock images, pop-ups, flashing graphics, vibrantly colorful text need to go. Lack of cohesion between pages: For example, this is when pages are hidden from each other, hard to navigate between, or don’t seem consistent with each other. Inefficient headlines or CTAs: For example, items that appear too much like an advertisement, don’t use persuasive language, and don’t quickly prove the worth of your product or service.
4. Make a noticeable change, such as a new headline or more evocative imagery, to begin testing your landing page.
Small changes are only likely to see small results, so it’s important to make your changes big and bold when testing a landing page. If your rate of conversion is unsatisfactory, one of the most effective changes you can make is to improve your onsite headlines. Here are some tips for ways to get the most out of your headlines: Use adjectives that evoke strong sensory reactions. Use adjectives that evoke strong emotional reactions. Phrase offers to suggest limited time or supply. Develop a sense that visitors will be missing out if they’re not converted. Establish an air of exclusivity or community amongst those who are converted.
5. Monitor your new tests on a set schedule and introduce UserTesting and surveys for more direct visitor feedback.
Use your analytic tools to compare the conversion rate between past and present versions of your pages, along with visitor time spent on pages. These can provide an invaluable look into the readability of your site and the practicality of your new changes. Monitoring your landing page at least twice a day though your schedule can be adjusted to your needs. UserTesting is a service in which people are paid to navigate your site and services to provide feedback on how well certain elements are working and ways they can improve. Combined with traditional user surveys, this input can be cross-referenced with your analytical findings to get the most thorough understanding of your landing pages. To maintain successful landing pages and testing, modify the previous steps as needed and monitor any changes in data.