Easy, Essential Tests + Tweaks for Your Landing Page
Ever written a landing or squeeze page that got crappy conversions, despite a kick-ass opt-in that you poured your time and expertise into, that you just KNOW will help people?
I know I have. And it’s damn disappointing.
Sometimes, it’s easy to spot the holes where you’re letting people slip through. But other times, it’s more of a game of hide-and-seek – especially if you’re unsure of what or how to test.
Sadly, a huge number of people who come to me for copywriting help and advice don’t test their landing pages. They simply resign themselves to crappy results, blaming it on the opt-in, when most often it’s not the freebie that’s the problem.
Testing copy is essential to knowing what’s working and what isn’t. And it’s easier to tweak and change than other things, like graphics.
Fact is, you can easily test your landing page, even if you don’t have access to or know how to use A/B split testing. Here are two things to keep in mind.
#1 How badly does your audience want it?
The level of demand from the audience you’re targeting – and their awareness of the problem you’re helping them solve – will determine they length and layout of your landing page.
If your opt-in is something that they’re clamoring to get their hands on, like (for instance) a sales page template swipe file or the chance for a free masterclass from a high-profile influencer, the landing page could be as simple as one of these:
If you’re unsure, create two versions. Run version A for your first round, then run version B for the next. Make sure you allow sufficient run time for a good sized data sample.
#2 Test elements individually
Trying to test multiple elements of landing pages is an exercise in frustration, and won’t help you pinpoint the problem.
Instead, test each element separately by changing only ONE THING at a time, keeping everything else the same.
For instance, to determine if your headline’s just not hitting the mark, swap it out for another (you should already have a small arsenal of 5-6 alternate headlines – or more – that you created while writing your landing page). Then, let it run to see if you get any increase (called “lift”) in conversions.
Here are two headlines I recently reviewed for a client. The first was written based on a “formula” from another, high-converting page while the second one was written based on the specific needs and awareness of the audience.
Ultimately, we decided to test only the main headline, keeping the subhead and pre-head the same, which would drill down even further to give us a more accurate picture of how well this particular headline converts. (Unfortunately, at the time of this post, no conversion data was available.)
If people seem to be spending time on your page but aren’t clicking, then test another button call-to-action and/or color, as well as placement.
Some things to consider:
–> Does your button use a boring term, like “Register now”, or are you inviting action with something more compelling like “Save my seat!”?
–> Is your CTA highly visible – does the colour make it pop on the page and stand out inviting clicks, or does the reader have to hunt for it?
–> Is your button “above the fold”, meaning, does the reader have to scroll down to find it, or is the button displayed prominently when they land on the page?
If your button CTA is short on any of these, your conversions won’t be optimal.
Here are a couple of examples of compelling CTA’s that invite clicks:
What you can’t see in the images, is that the first example, from SMARTBRIBE, uses a striking hover effect that significantly changes the color when the reader mouses over it, making it more visible. The second example from DotComSecrets uses a more subtle hover effect.
Of course, there are other factors that will affect your conversions. It’s not just your audience, headline or button copy. You also need to think about…
As much as I hate to say it, only the cheese stands alone. Your copy doesn’t.
If you’ve got a crappy landing page design, you won’t get the results you want. Take the guesswork out of design by using a builder like LeadPages, one of the tools I use in my business, or one of the other options available, like ClickFunnels or ConvertKit. You can easily select from a number of high-converting templates that are already PROVEN to get great results, then simply customize for your brand, drop your copy in and go.
Of course, you can always test other templates to see which one gets you the best results – just because it works for someone else, doesn’t mean you’ll duplicate their results.
If the body copy and bullets of your landing page don’t clearly tell someone why they should care about what you’re helping them DO with your freebie in exchange their email address and compel them to click, it’s game over.
For instance, these bullet points sound pretty much the same as the majority of stuff online:
Here’s how I’d rewrite them:
Compelling bullets give people a reason to give a crap about what you’re giving them, tell them what they’ll be able to DO with your opt-in, and make ’em itch to know more.
Just Who the hell are you, anyway?
Make sure you include a short bio as well as testimonials and/or social proof on your landing pages. People want to know more about you and that you’re getting results for others just like them.
This landing page does a nice job of showcasing their expertise and results:
Don’t have testimonials? Use social shout-outs, praise and comments from people you’ve helped online.
Landing pages are one of the easiest things to test, and doing so will save you time and frustration in the long run. Once you get a winning combination, you can easily use the framework to duplicate your success again and again.
Find out where your marketing funnel’s costing you leads, clients and money with a 10-Point Funnel Inspection. Learn more here.