Landing page testing is done to optimise landing page performance and lower the cost of acquiring a lead. Landing pages can be preferable to websites because you can better control the outcome of activity.
On a website there’s a lot more choice for the visitor. They can click around, browse through your content and get distracted. But a landing page is designed with only one thing in mind; to capture the email address of the visitor. A visitor on a landing page has only 2 options; sign up to your email list or leave the page.
They are “squeezed” into a decision – which is why landing pages can be known as squeeze pages.
By testing and measuring different landing pages against each other, you can discover ever better landing pages which give you a better cost per lead.
Landing Page Testing – Split Testing
Here’s an example of an A/B test running similar landing pages. There’s only one minor difference in this split test; background colour:
By using an A/B split test you can compare and contrast slightly different landing pages. This lets you see which one is better at converting visitors into subscribers.
Initially, you might use radically different pages to get a broader idea of which one will perform. Then, as you “zone” in on a good converting landing page, you can split test smaller elements to increase your opt in rate.
By doing this with several different elements, you can find the best performing landing page overall. Elements to test are typically the headline, images, form placement (to the right is best) and the main benefits of signing up.
Landing Page Testing – Benefits Not Features
What are the benefits of signing up to your email list? A benefit is the outcome a potential customer wants. Features on the other hand are more vague. Visitors aren’t interested in the features, only the benefits. Therefore, a well presented benefit driven headline will perform much better than one loaded with features.
For example, the benefit of buying a landing page builder (get one here) is you can get a lower cost per lead and build a more profitable business. Features might be the load speed of the pages, the user friendly dashboard and so on. but the customer isn’t really interested in those things.
They are opting in because your offer can help them in some way. By focusing on what you can do for them, you’ll come up with better headlines. Focus on benefits not features!
Benefits Of Testing
The benefits of testing landing pages is that you’ll ultimately come out with a lower cost per lead and a more profitable business. In the first instance though you may find your opt in rate is quite low. You can test elements such as your targeting, colours, images, form placement, titles and bullet points etc.
You’ll need to spend money on sending targeted visitors to landing pages to get some data. Over several thousands of visitors, you can improve your opt in rate. Some marketers even get their opt in rate to upwards of 50%. Initially though you might find only a small percentage of people opt into your list.
By comparing an contrasting different targeting, images, headings and colours, you can improve your opt in rate dramatically.
Target Market
One of the most important elements of testing your landing page is the advert which sends the visitors to it! To understand your target market better, you can get to know your customer avatar. The customer avatar is the type of person who is going to be most interested in what you have to offer. They will buy your products and become a fan for life!
You can understand your customer avatar better by knowing who your best customers already are and target their demographics. How old are they? Where do they live and where do they hang out online? What are their interests and what are their pains and problems. When you understand your target audience well, you can get clearer on your messaging which will appeal to them on your landing page.
