Whether you are trying to generate leads online, sign up members for a enewsletter or trying to sell a product online you need certain tools in your digital marketing toolbox.
You have the ability to make those tools even more effective and increase your conversion rates substantially. You do that by identifying which tools in your digital marketing strategy have the biggest affect on your end goal, the conversion. Those tools are where you should be testing.
The one tool that we’re going to look at today is your landing page. Now, I’m saying landing page, singular. But hopefully you have landing pages, plural. According to Hubspot, those with over 40 landing pages got 12 times more leads than those with only 1 to 5 landing pages. I know 40 is a lot of landing pages, but 12 times any number is a huge increase. Imagine if you get 10 leads a month and in the future you get 120 leads a month. Wow!
We’ll walk through each of the 5 landing page components and show you what you can test to make them better. Remember to always test one thing at a time and to make sure you are showing the test and control landing page to users at an equal rate.
Off we go.
LANDING PAGE COMPONENT #1
Headline (and sub-headline)
Repeat after me, “Every landing page must have a headline!” your headline is the first thing your user is going to read, and it may be the only thing. You have one shot, so it’s gotta be strong.
You need to make sure your landing page doesn’t disconnect from whatever call to action got the user to that landing page. They shouldn’t be surprised or jarred when they come to your landing page. You don’t want them feeling like they took a wrong turn. Echo the message that go them to the page and get at least one benefit into your landing page headline.
Things to Test
You can test the wording of the headline, adding a year or removing a year, the color of the font, the size of the font, with or without a subhead, numbers or no numbers in the headline.
LANDING PAGE COMPONENT #2
Tell them what they’re getting and what problems it will solve for them.
Remember, always sell benefits to the user not features of the product. Bullets are great for the description section. Bullets force you to be direct and to the point. Don’t use bullets and write paragraphs. That defeats the purpose of the bullets. Bullets make it easy for the user to scan.
Anything that gets in the way of the user performing that conversion action is bad and should be removed. That’s a long time mantra of mine. it goes all the way back to the days of direct mail and typewriters. Don’t put up roadblocks for the customer. Get out of the user’s way and let them convert.
Things to Test
The length of the text, the number of bullets, the copy angle, the size of the text (you don’t want to get too crazy here, but 2 pts. could make a difference if you have an older audience).
LANDING PAGE COMPONENT #3
I like having an image on the landing page. It helps make your offer seem more concrete to users because they have something that they can visualize and associate with your offer. That’s why you often see ebook pictures that look like real paper books. It makes the user feel like they’re getting something other than a computer file which is just virtual ones and zeros.
The image should be of the product you are giving to them. If it’s an ebook the cover will reinforce your benefit with the great title that you’ve come up with.
Things to Test
The size of the image, the color of the image (if you change the color of your ebook cover on the landing page after a successful test, make sure you change the cover of the actual ebook so that there is consistency), the perspective of the image (is it flat or do you have one side lean back a little for that 3d perspective?).
LANDING PAGE COMPONENT #4
Ah, the form. I love forms. I really love short forms with less fields, a benefit headline and a button that has some text other than “Submit” on it and the color of the button contrasts very well with the background.
How many fields should you have on your form? Less. Until you’re down to one field and that field is email address, your form has too many fields on it. Every other piece of data you can collect later. And it’s easier to collect it later. More on this in another blog post.
Things to Test
Background color of the form, color of the button, headline size, headline wording, button color, button wording, less fields.
LANDING PAGE COMPONENT #5
Elements of Trust
You thought I was going to say social sharing, didn’t you? Here’s why you should not have social sharing on your landing page.
Elements of trust are anything that helps you build trust with the user. Things like badges that show security if you’re asking for money, or press you’ve gotten “As seen in the NY Times”, or accreditations or awards that you’ve won, or organizations that you’re a member of.
Very short testimonials can also work as elements of trust. Especially if they’re from people who are known by your target audience.
Basically anything that helps give you authority in the subject you’re dealing with or anything that proves your website is a safe place to make a transaction will make a great element of trust.
Things to Test
Placement of the elements of trust, the number of elements of trust, the color and size of them.
So there you have it. The 5 components of a landing page that works. Now you have to go forth and test and find the perfect flavor of these components for your particular offer. I’ve armed you with at least 6 months worth of testing ideas. Now make it happen and report back with your results, I’d love to hear them.