A/B testing is both an art and a science, with most digital marketers using a combination of experience, gut instinct and opinion when trying to work out what will convert their clients. At the end of day, the best way to find out what will convert customers is to let them show you. This can be done through A/B testing.
A/B testing is the most popular form of Conversion Rate Optimisation, with 56% of marketers using this method.
The key to maximising your landing page conversion performance is streamlining. It’s important to take a methodical, step-by-step approach to your test, ensuring you are measuring one element at a time. For example, once you’ve worked out that a green CTA button works better for your business than a red one, you can optimise your pages by updating the buttons and then move on to the next element to test.
If you’re trying to get more conversions from your landing page, the following six elements are a good place to start testing.
The CTA Button
Your Call to Action button is one of the most important parts on your landing page for generating conversions. There are a number of different things on the button that you can test to try to get more people to click it. First of all, the size of the button should be considered. It doesn’t have to be huge, but it should be big enough to be easily seen among the other elements on your page. In addition to getting the size right, you also have to find the right colour combination so that it doesn’t blend in too much with the background.
The text on your button is another element that should be tested. The button text should clearly communicate what you want the user to do. For example, a button that says “Buy Now” may put some less savvy online shoppers off as it is too forceful. A call-to-action button might convert better if it said “Add to Cart”. The location of the call-to-action button on the page should also be tested; whether it is in the header image, somewhere else above the fold, or further down the page.
Slider Vs Static Page
Many website owners think that it’s best to demonstrate as many of their products and services as possible when they get someone to their home page. As such, they use a slider banner that displays their offering as it rotates. This can be confusing for the user, who has to split their attention between a number of messages, which means they will often look for information further down the page. As such, a slider can be bad for conversions, so this is an important element of your page to test.
A Conversion Rate Optimisation firm based in Sweden, ran an A/B test find out whether a slider or static image was most effective. They measured clicks and engagement, finding that the static image version was clicked over 40% of the time, while the version with the slider was clicked only 2% of the time.
Long Form or Short Form Content
According to Marketing Experiments, a global web-based research lab that conducts experiments for optimising sales and marketing campaigns, long landing pages can generate up to 220% more leads.
However, landing page length is a notoriously difficult one to predict. Visual Website Optimiser changed their long-form copy landing page to one that only focused on the signup form. The result was a 16.34% increase in signups.
What this can come down to is how simple and easy to digest the content is, regardless of the page length. A Google study found that visually complex pages confuse users, as they know where to look or what to click. The main learning to take away from this is that a page should be well designed to focus attention on what’s most important.
Your Sign Up Form
Determining exactly how many form fields you should use can be difficult. While as a marketer, you want to collect as much data as possible, people want to protect their personal information. In order to get them to part with their information, you have to offer them something of value. Too many fields may be daunting and put your prospects off, however if your audience is invested in your offer, they may be happy to provide their information.
A/B testing can help you identify how many form fields to use. If you don’t want to miss out on collecting valuable customer information create a form with all the fields you want to include and then remove them one by one. Alternatively you can also try putting the form fields across different pages.
If you want to optimise your landing page performance, The Lead Agency can help. Get in touch with our Digital Marketing experts today, and we can help you with your Content Marketing, Lead Generation, Email Marketing and SEO needs.
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