Continuous A/B Testing to Maximize Conversions

Landing page optimization for conversions (infographic)

By Alaister Low on July 10th, 2012

optimize landing pages conversions

Below is a great infographic that we discovered about landing page optimization. It covers a lot of interesting points about website optimization and we wanted to elaborate on the main points in the diagram to give you more details on how to get the most from your website. Firstly we’ll go through the reasons why you should be optimizing your landing pages, then we’ll delve into more detail about 16 steps you can take to improve your landing pages.

Why optimize your landing pages?

Enhance customer’s experience

Landing page optimization allows you to improve your user experience. This is important and is great for customer conversions and retention. Visitors will be able to more intuitively navigate and use your site which will work to improve the overall experience.

Build trust

Trust is a very important element to have on your website. There are literally millions of different websites online and it’s difficult to stand out from the others. Optimizing your website allows you to build trust with your visitors and customers. There are a lot of specific ways to build trust which can also help with increasing conversions. This includes adding client testimonials or a “featured in” section.

Maximize campaign ROI

The difference between a successful and unsuccessful marketing campaign can often come down to the conversion rates of your website. Optimizing your site and landing pages allow you to potentially make more revenue with the same traffic. This allows more budget to be placed into marketing and gives your team more scope to try creative marketing campaigns.

Increase your site’s usability

Site usability is tied in to the customer experience. This involves making your site easy to use. This can be done through intuitive navigation or status bars for form completions. Helping users effectively and quickly use your site is crucial for conversions and website optimization.

Increase your conversion rates

Finally, the overall goal for landing page optimization is to ultimately increase your conversion rate, whether it be sign ups, sales or form completions.

landing page optimization

Infographic by- Invesp

16 steps to optimize landing pages

The infographic above creates a path which shows 16 steps to optimize your landing pages. We’ll go through each of the 16 steps and elaborate on what they involve.

1. Know your visitors

Understand the type of traffic you are receiving. Where are they coming from? What do they expect to see when they land in your site? Answers to these questions will help you figure out how to go about creating your landing pages and what content to place on the page.

2. Present a clear value proposition

This step sounds very simple but is very often overlooked. Ensure you make the benefits of your product or service very clear. This can be done in for the form of web copy or in a video or diagram.

3. Post relevant and persuasive content

All the copy that you include on your landing page should be carefully thought out and planned. Each bit of text should serve a purpose of either informing the viewer about something or convincing them to do something. Make sure the content you use is relevant to what the landing page is about and emotive enough to get them to take action.

4. Deliver a consistent message

This is extremely important if you are driving visitors from a Pay Per Click campaign. Make sure the message and the content on the landing page matches the copy in your ad creative. There is no point attracting traffic with an ad that read “10% off sports shoes” and then sending them to a landing page that sells high heels. Make sure your message is relevant and consistent.

clear call to action

CTA should be prominently placed

5. Provide a clear call to action

Make your call to action (CTA) stand out and prominent on the page. The purpose of this landing page is to get viewers to do one thing and that is take action on your CTA. Use contrasting colors, large font sizes and prominent placement to emphasize your CTA buttons or text.

6. Balance your content and images

A good balance of content and images can be the difference between a high converting landing page and a poor one. Make sure you use relevant images to break up large areas of text. This will work for conversions as well as the readability of your page.

7. Create a user-friendly layout

A user friendly layout ensures the site is easy to navigate, use and read. This will make visitors feel a lot more comfortable on your site and increase your conversions.

8. Use emotional triggers

Emotional triggers can be in the form of text, images or videos. People relate very well to emotional triggers. An example could be “fear”. You can use fear to make viewers feel as if they “need” your product or service. Insurance companies often do this when selling insurance packages. They come from the angle of fear of getting caught out with too little insurance.

9. Remove distractions

The sole purpose of your landing page is for people to take action and convert. Distractions can come in the form of links, widgets and even the navigation. You want to make it extremely clear as to what you want the visitors to do, so sometimes it’s best to remove these distractions and A/B test to see if it improves your conversion rate.

10. Don’t ask for too much information

Asking for too much information creates a lot of friction and will often scare visitors away. Ask for only what you need and you’ll find that more people are willing to fill in your form or survey.

11. Build trust

Trust can be built in a variety of different ways and is effective in increasing conversions. Building trust is a way to make customers feel more comfortable and secure spending money on your site.

poorly designed form

only ask for minimum information

12. Respect privacy

Don’t invade people’s privacy. If you are collecting people’s email addresses make sure it’s clear what you will be using their emails for and that you won’t be abusing them.

13. User testimonials

People love to see what other people have to say about your product. User or customer testimonials work well to increase conversions as they provide comfort for people who are on the fence considering whether or not to invest their money in your product or service. Adding a Facebook widget that displays peoples friends that have also used a product or service is also a great way to build trust.

14. Keep it simple

Simplicity is the key to creating landing pages. Each landing page should have a single purpose and everything on that page should be organized in a way to promote that goal. It’s often a good idea to take a “less is more” approach when designing effective landing pages.

15. Test every component of your landing page

All of the above tips are typically great for increasing conversions. They’re best practices that have worked on countless sites, however that doesn’t mean that they’ll necessarily work for you. There is only one group of people that will tell you what converts best and they’re your own customers and visitors. You should continuously run landing page optimization and A/B tests to discover new ways to increase your conversions.

16. Ensure less loading time

Continually optimize your site speed. People are very impatient online and don’t like to wait for websites to load. You could have the perfect landing page with an incredibly high conversion rate, but if visitors have to wait too long they may just leave. Studies have shown that most people won’t wait more than one second for a web page to load, so it’s very important to decrease website load times.

There are a lot of landing page optimization tips listed above. We recommend going through each one and running A/B tests to see what works for your site and landing pages. This will ensure that you’re getting the most from your website and not loosing valuable customers and revenue.

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About the Author

Alaister Low is a co-founder of Growth Giant which is a tool that uses the Multi-Armed Bandit Algorithm to continuously test landing pages. It automatically directs traffic to your better performing pages to ensure you get the maximum conversion rate. Google+

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