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Experiment to Improve Landing Page Conversion Rates

Posted by Timothy Lorang on Fri, Jan 06, 2012 @ 07:37 PM

When you are redesigning your website there are a number of things that affect landing page conversion rates; the color of the call-to-action button on your website, the description of your offer, or if you have a photograph on the landing page or not. The problem is that there is no right or wrong answer on how to improve conversion rates and no master style book that says to do one thing or another. There is a basic format for a landing page, and I cover that in detail in my blog Stick the landing page. But there can be many elements of your landing page that can affect your conversion rates. 

The best course of action is to experiment and try different things. Do more people click a call-to-action button when the button is red or green? Do more people sign up for your newsletter when the sign up form is long or short? Do more people respond to your blog or your newsletter? Do you get more visitors to your offers from Facebook or Twitter? It is important to conduct experiments and try different offers, social media channels, landing pages and calls-to-action to see what works best. Get rid of tactics that don’t work and duplicate those that do work. If one type of offer gets more response then make more offers that are like it and stop making offers that don’t work.

Conduct A-B Experiments

Conduct experiments to see what works best for your website and landing page conversion rates. Do this by setting up two different landing pages or two different calls to action and measuring the difference between them. Do not make the difference too big or you may not be able to tell what made a difference. For example have two landing pages but have one with a picture and one without a picture. Which one performs better? Measure the difference, tweak your pages and try it again. Here are some A-B experiments you may want to try:

      • Button color and/or size: Try landing pages with different type of buttons. Do you get more conversions with a big, round, red button that says: GET IT NOW! Or a small, square, green button that says: Download?
      • Form Length: Will more people fill out your form if they need to give lots of information like their phone number, age and address or do you get more conversions with a simple form that asks only for an e-mail address?
      • Call-to-Action Placement: Do people click the button when it is at the top of the page or the bottom of the page? Does it work better on the left or the right?
      • Social Media: What social media channels work best? Put the same message in several channels and measure the result. Send out tweets with different calls-to-action then see which one was more effective.
      • Landing Page: Do people respond to a short direct description of the benefits or does a long, detailed description increase web conversion rates?

Keep experimenting with your website and your landing pages. Your website design is not a once and done deal. Your web pages should evolve and improve over time. It is especially important to experiment and improve website conversion rates. What experiments have you done to measure your conversion rates and what has been successful? Share your examples in the comments section below.

Photo Credit: Library of Congress   



Topics: Inbound Marketing, Website Design, Landing Page