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Landing Page Optimization

LANDING PAGE OPTIMIZATION What You Should Be Testing and Why WHY IS IT IMPORTANT TO TEST YOUR LANDING PAGES? EXIT> The landing page is the stage in the campaign funnel most vulnerable to 4 sec Time you have to capture your landing page visitors' attention abandonment O TO ENSURE YOU ARE GETTING THE MAXIMUM RETURN ON O THE MORE YOU TEST AND OPTIMIZE, THE BETTER YOUR CONVERSION RATES WILL BE YOUR MARKETING INVESTMENT Percent of marketers who are not testing landing pages, who also failed to measure any meaningful ROI from landing page optimization efforts" ill 72% Marketers who allocate more of their budgets to optimization tend to have more success with conversion.. Marketers who see conversion rates >5% Optimization is 400x 33% 12% Vs more likely to show a positive impact on P&L Marketers who test Marketers who do NOT test** METHODS OF LANDING PAGE TESTING A/B Testing O Multivariate Testing Tests one whole page against another, with one distinct change to a single element between the two, i.e. a different headline. Tests multiple elements on a page against each other in different combinations, i.e. different headlines AND different buttons. Vs. WHAT LANDING PAGE ELEMENTS SHOULD YOU TEST? PAGE LAYOUT Make sure your landing pages do not include any other distractions that central call-to-action, such as additional navigation or social media buttons. take people away from the LOGO CALLS-TO-ACTION HEADLINE CCOPY Appeal to your audience's need to know "What's In It For Me" (WIIFM) by writing benefits-driven headlines Use simple, direct language in your calls- to-action and try testing different words (such as "Register" vs. "Sian up" Headline subheadline CTA Name Email FORM LAYOUT VISUAL MEDIA Try testing video against a static image to see which one gets a better conversion rate. The fewer fields in your forms, the lower the barrier to entry and the higher your CONVERT conversion rate. Try utilizing techniques like progressive profiling to attain prospect information over time. BODY COPY BUTTON DESIGN Write in the second person, using "you" and "your", rather than "we and "us". Use action language that focuses on benefits. Don't be afraid of white space! Give your buttons to stand out from PAGE LENGTH the other content on the page by allowing for some negative space around it. A general best practice is to keep your most important content, including your call-to-action and form, above the fold. However, with this in mind, you can also try testing long-form versus short-form (if your copy is compelling enough to warrant additional scrolling). MOST IMPACTFUL LANDING PAGE ELEMENTS TO TEST Headline Copy Calls-to-Action Form Layout Body Copy Page Layout "Markotingsharpa 2012 Website Optimization Banchmark Report *"Adobe 2013 Digital Marketing Optimization Survey 2 searchmojo Te regust a cte, cal t v Alormation in s documentis he prperty of Seach

Landing Page Optimization

shared by searchmojo on Jul 25
It’s a well-known best practice that landing pages improve your campaign conversion rates, but did you also know they’re the stage in the conversion path most vulnerable to abandonment? This is wh...


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