Landing pages are designed to gather information from the visitors, who are interested in your product or service. Assuming you’ve done your research and have created a good landing page to get more leads, you should be in a position to generate leads easily. However, if you’re unable to generate any leads that means the content on your landing page is not converting.
So, how do you figure out why your landing page is not converting? Well, the answer is simple. You need to do landing page testing. Testing is the only way to find out what’s working and what’s not on your website.
Let’s discuss five things that you should be testing on your landing pages.
- Value proposition of Landing Page
The value proposition of your landing pages will not help you if the product you are selling is not good. It is not uncommon to come across websites that clearly convey their unique purpose and value proposition. Such websites often have a significant impact on a user’s decision to continue exploring or move on to another site.
An effective value proposition can effectively communicate the benefits and differentiate a business from its competitors, making it a crucial aspect of website design.
So if you’re launching a new product or developing your landing page for an existing one, make sure you answer the question–What do you want your customer to feel or think after experiencing your offering? And after that, see how you can design it for them?
In other words, when it comes to landing pages, there are two elements that must be considered: the first is crafting the value proposition, and the second is designing a great-looking landing page. The right choice of colors, size of fonts, and choice of images together with an excellent value proposition will make your landing page look great.
- Short form Vs Long form Landing Pages
You can use long-form landing pages or short-form landing pages based on the benefits your potential customers will seek. Call-to-action placement and design also have an impact on conversions. So, while creating a landing page you should have all of these factors in mind before deciding on whether it is too long or not long enough to convert.
Having said that, several professional marketers prefer long-form landing pages rather than short ones because when you give your users too little information, they won’t trust you as much. Some users might even suspect that you’re trying to hide something from them. On the other hand, if your landing page provides a ton of information, your users will be overwhelmed by what they are reading and likely leave your website without making a purchase. The solution to this conundrum is to focus on creating an informative yet engaging landing page. This way you can provide the right amount of information for your visitors and make them more likely to buy your products or services.
In other words, long-form landing pages are great when it comes to generating higher conversion rates. However, you will have to experiment with your campaign and see what works best for your business.
- Social proof for Landing Pages
Social proof is a powerful landing page element that can easily be implemented with a few simple details. Whether you choose to display customer testimonials, product reviews, or ratings, social proof leaves a strong impression on your readers and makes them more willing to buy.
According to a statistical survey, many individuals have admitted that they prefer to keep an eye on the product reviews before they go for the transaction. So, what can you do to bring in the social proof for your landing pages? First, incorporate testimonials into your page. Make sure these testimonials address particular points of your offer but keep them short; marketing buzzwords like ‘awesome’, ‘cutting-edge’, or ‘world class’ are overused and devalue the authenticity of your statements. Second, put a call to action with social media sharing options. This will make it easy for users to share their experiences with friends and family and in turn, increase the number of links back to your website.
Lastly, use endorsements from other businesses. Endorsements from business partners or famous personalities showing that they approve of your services can provide further credibility to potential buyers. If a well-known company endorses your offer, it might be more convincing for potential customers to purchase from your company as well. While there isn’t any concrete evidence to fully confirm this theory, it should still motivate you to leverage the power of social proof if you aren’t already doing it!
- Call-To-Action (CTA) of Landing Pages
Mastering how to craft effective call-to-action buttons is a must for online entrepreneurs. If you need any more proof that this approach works, just think back to the last time you made an impulse purchase. It’s likely that you were lured in by a CTA button on a website somewhere. Whether it was an ad on Facebook or a banner ad while you browsed the web, someone’s persuasive copy got you to stop in your tracks and click.
The call to action (CTA) is the button that triggers your landing page’s conversion. The CTA is important because it communicates what you want people to do on the page once they have read it. For example, a successful call to action can tell the visitor he or she has come to the right place, and that he or she should now buy a product under a promotion; whereas a poorly considered CTA may risk losing the customer.
According to the research conducted, it’s clear that CTAs placed below the fold convert better than above. So, if you want to effectively boost your conversion rate, place your call-to-action right where it can be easily noticed—but not so prominent that it also works as a distraction while reading. In other words, your ultimate goal should always be to get more conversions. But striking this balance will not only increase your conversions but also help you make your call-to-action work harder for you by drawing in more clicks.
- Navigation of your Landing Pages
The lesson here is that the navigation menu on your landing page should be minimal and provide little distraction to your visitors. The navigation elements should only be included if they are relevant and useful to ensure that you do not lose sight of your main goal on the landing page: to give value to your visitors while making a conversion.
You want to keep the primary goal of your landing page in mind before deciding what elements to include on the page. Additionally, you don’t want to confuse your audience and distract them from your primary CTA. Keep these two things in mind as you design your landing pages and don’t include any elements that unnecessarily clutter up the page.
The number of elements on a page, including the navigation menu and the footer, is directly proportional to the possibility of the visitor getting distracted and leaving your page. The key is to keep your landing page focused and relevant to your offer. The more irrelevant information, the more likely that your visitor will leave your page.
The primary objective of a landing page is to convert your visitors and get them to take the desired action. However, you could easily take a wrong turn and lose touch with the goal if you have no idea in mind while creating the landing page.
The winning point of a landing page isn’t an attractive design, but the ability to lead users to conversion. The fundamental principle behind landing page design is “leading people to click”. If a landing page can lead visitors to conversion, then it’s obviously a good page. If the page can’t, then it needs more work. That said, there are five things you must remember when you’re testing landing pages. By doing so, you’ll avoid the most common pitfalls and increase your conversion rates remarkably.