All landing-page tests have a common goal: to persuade visitors to take action.
Some of the actions that you might want your visitors to take include:
Every landing page might not behave in the same manner. Some will generate good conversions, while others might fail to attract user actions.
This is where testing comes in. Landing-page testing ensures you display the highest converting landing page before the visitors to maximize your conversion rate optimization efforts.
We’ll review the best landing-page tests to increase conversions. Let’s start with the basics first, however.
Landing-page testing is the act of running a series of experiments on different versions of landing pages to find a winner — namely the page that gets the highest conversions or goal completions during the experiment.
There are 2 approaches to landing-page tests you should consider:
A/B testing, also referred to as split testing, is a methodology where 2 landing page variants are created: the A variant and the B variant. Half of the traffic is sent to the A variant while the other half is displayed the B variant.
Data is gathered after the completion of the test to identify a winner variant. The winner is decided based on the number of conversions. For example, if the ‘A variant receives more conversions than the B variant, then A is declared the winner.
Let’s say you’re the owner of a bakery shop and you’re running Google ads to bring traffic to your cakes landing page.
Your current conversion rate is 5% and you want to increase it. You decide to test if adding the words “Guaranteed 6-hour delivery” in the headline impacts the number of conversions.
You create another variant of your landing page (the B variant) and add the words “Guaranteed 6-hour delivery” in the headline. You didn’t make any changes to your A variant.
Now, you split your existing traffic into 2 parts, sending 50% of the traffic to variant A and 50% to variant B.
After running the test for a specified time, let’s say 30 days, you find out that the B variant outperformed the A variant with a 7% conversion rate. You can replace A with B as your landing page.
Multivariate testing is similar to A/B testing as it uses the same mechanism. However, more than one element is tested under multivariate testing and different variant pages are created to run the tests.
The winner, of course, is based on the number of conversions.
For example, if the C’ variant receives more conversions than the A, B, and D variants, then C is declared the winner.
Taking the bakery shop example from above, let’s suppose you wish to test more than one element of your landing page to speed up conversions. You create 2 or more variants of your landing page for testing the elements. The below table gives you a better idea of the types of variants, testing elements, and conversion rates.
|Page Variants||Element 1 – Headline||Element 2 – Offer||Conversion Rate|
|Variant A||Buy delicious cakes online||Free 6 hour delivery||4%|
|Variant B||Mouth-watering cakes for all occasions||Buy one get one free||8%|
|Variant C||Send cakes to your loved ones (free delivery)||Get flat 20% discount||3%|
|Variant D||Best cake delivery services in Dothan||50% cashback on all orders||2%|
After running the test for a specified period of time, you find out that the B variant outperformed all the other variants with an 8% conversion rate. Based on the data, you can make the B variant your landing page.
Instead of getting 4% conversions, you can now enjoy 8% conversions on your landing page while the traffic and ad spend remains the same.
Before you start your A/B tests, you need to prepare a checklist of items as given below:
Building the strongest landing pages require rigorous and regular testing. The testing process should be iterative — run a test, measure the results and deploy the winning element.
The only way to convert your visitors into paying customers is to start testing your landing pages.
Here are the top 7 types of tests that you should run to test your Google Ads landing pages for maximum conversions:
Headlines are the most crucial element of your landing page. Under headline testing, you test several variations of your main headline to identify which one performs the best.
Some KPIs for headline tests are:
Take a look at the headline on the landing page of Benchmark email. It focuses on the problem that most email marketers face and that is speed. Users visiting their landing page can quickly relate to the problems they have.
They can even imagine the solution offered leading to increased conversions. Two powerful desires — “speed” and “growth” — are covered in the main headline and the subheading.
Here is another great headline example from RentoMojo. It is focused on the exact need of the audience and offering an instant solution.
Just because your offer sounds good doesn’t mean your potential customers will get it. They have to be motivated to purchase your products.
What your CTA button says influences their final decision of taking that leap. Is your CTA encouraging them to click or discouraging them? You need to test it out.
Here are some of the CTA test ideas that you can use to improve your site conversions:
Some KPIs for CTA tests are:
This landing page from grptalk is a strong example of a CTA that offers no commitment from the user’s end. When you have the words “free” in your CTA, you encourage most of the visitors to try your product.
Also, notice how the company has used just 2 CTAs on the page. Both the CTAs are leading the visitors towards conversion. There are no other clickable links on the page.
Check the main content of your landing page to see if it matches the user intent. Many marketers make the mistake of testing CTAs, headlines, and images but fail to test the landing page’s actual content.
Remember, people nowadays like to read every part of the content to understand your products or service before showing interest. Hence, a content test should be a part of your landing page A/B testing strategy.
Here’s an example of a landing page from web-hosting company GreenGeeks that offers a comprehensive overview of all their hosting packages. Notice the use of bold fonts, bullet points, icons, CTA, etc. The content is easy to read and easy to scan. It persuades the visitors to try the pro plan.
If your landing page isn’t optimized for mobile users, you are losing more than half of your potential conversions.
Insurance company Progressive features a great example of an effective landing page. The page has all the essential elements like a smiling model, brightly-colored CTA, and easy to fill lead capture form.
Reviews have always been powerful for all businesses. People need to be assured that other people have used the product or service you are selling because this increases the trust of the brand.
To do this test, add testimonials from real people with detailed reviews on how your business or product helped them accomplish their goals.
Here is a social proof example from Unbounce. The landing page has an image of the user, along with a detailed review of the software. Interestingly, the review mentions the exact percentage of conversions increased after the software was used. Notice the use of the bold font to highlight the results. It’s no wonder that landing pages having user reviews like these convince the users to try the product you are selling.
The layout of your forms matter. If it’s ambiguous, all over the place, and ridiculously long, then be ready to get high bounce rates.
Your lead capture forms should be:
This example from BrandCrowd displays an easy to fill lead capture form that asks for an email from the visitor to get started. Moreover, the tool can be used freely so that the user can get an idea of how the software works before they can subscribe to it.
Chances of conversion increases when you create minimalistic lead capture forms that persuade the visitors to try your product.
Are you directing your website visitors to multiple offers and actions to take, is it filled with several promotional links?
If the answer is yes, then you are losing your prospective customers. You need to isolate their attention and focus it on a singular offer.
Every information on the landing page should support that offer. Doing so will undoubtedly increase your conversions because they can fix their attention on one offer.
Don’t distract your site visitors with unnecessary and irrelevant promotional links from the lead capture forms.
Here is an example from fashion brand Asos that displays an offer above the fold. The offer is clearly visible to persuade visitors to purchase the products.
The success of a landing page depends on top metrics like:
Make sure to track all the success metrics to generate the maximum ROI on your marketing campaigns.
Remember, regular testing ensures your landing pages continue to generate the highest conversions and marketing campaigns deliver the maximum ROI. Happy testing.