Thursday, October 20, 2011

Testing Different Elements of Your Landing Page

Testing your landing pages is very critical when operating a successful website. Continuously performing A/B tests on your landing pages will provide you with more conversions which in turn means more profit. More profit is always good right? :)

Some people that do performing testing on their landing pages are not conducting the tests on all of elements on the website. Below are some of the elements that I test for.

Testing The Title of Your Landing Page

The title of your landing page plays a crucial role in your visitors actions. The title of your landing page should grab the attention of the visitor. A poorly written title in your landing page will result in the visitor leaving your website.  There are a few different elements you can check for when testing your title such as font color, font size, and wording.

Testing The Text In Your Call to Action

Improving your conversion rate on your landing page could be as simple as changing the text in your call to action. Use provocative words in your call to action to generate more conversions. If you need help with this, I recommend Words that Sell: More than 6000 Entries to Help You Promote Your Products, Services, and Ideas by Richard Bayan.

Testing the Positioning of Your Call to Action

Move around your call to action's in a few different areas and see which areas perform the best. When you determine which areas convert the best, use the top two and watch your conversions skyrocket :)

Hire me on oDeskTesting The Style of Your Call to Action

Try different things such as changing the color and font used. You must not forget the size as well. You want your call to action to get noticed so in general bigger is better. There are exceptions to this however, you want to make sure that is does not look too tacky. I also prefer to use call to actions with rounded corners instead of square corners as I feel they could be interpreted as ads.

Testing Your Sales Copy

The object is to create something people are going to read. Do not make it lengthy. If you want to keep the same information but reduce the amount of text consider adding bullets rather than sentences for your key points. One of the best books I read regarding internet sales copy is Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy Every Time  by Maria Veluso.

Testing Graphics on Your Landing Page

Graphics can play an instrumental role in whether or not customers convert. Play around with a few different pictures and see which ones lead to more conversions.

Testing Promotional Offers on Landing Page

Create two different landing pages but offer to different promotions on each. For instance, you could give landing page number one free shipping while the second landing page give a certain percent off.

I challenge you to find different elements of your landing page which effect your conversion rate. You would be amazed at the number of things that can be used to increase your conversion rate.

If you would like me to improve your conversion rates, I am available for hire on Here are some other projects that you can outsource on  Click the image below to hire me. :)

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  1. Good post - but I would stress that changes should be made systematically - if you change several things at onece you'll have no idea what works and what doesn't. If you have sufficient traffic consider splitting it to different versions of the landing page to easily measure results.

  2. Thanks for the comment, Paul.

    You do make a great point. I should have included that in my post.

    The timeframe between testing different elements out can vary. It really depends on the amount of traffic you recieve. It can range from a few weeks to a few months.