Simple Tests Can Yield Big Results in Landing Page Optimization

The landing page is the welcome mat that invites the user into the company door. If your digital welcome mat is messy, distracting, boring, or uninviting, then users will turn around and walk away without converting. Making sure that you get those conversions is key to a website’s success.

Here are 4 easy-to-test elements of your site that can dramatically improve your landing page, and therefore your conversion rate.

Headline

Your headline can literally make or break your landing page. A great headline will grab the user’s attention immediately and draw them to the rest of the landing page. Landing page optimization gurus have a wide variety of opinions on what makes a successful headline.

Some prefer short, punchy headlines, while others prefer longer thought-capsule headlines. Really, all that matters for your site is that you find an answer that provides the best conversion rate possible. Thankfully, it is easy to test a variety of headlines with a series of simple A/B tests.

Opening Paragraph

If your company doesn’t have a good writer in-house, you may have to employ a copywriter in to help test your opening paragraph.

Opening paragraphs need to connect your headline to your call-to-action in a smooth, persuasive manner. Once again though, landing page optimization gurus differ widely on the best way to go about doing this.

If your conversion rate is unexpectedly low, it could be worth testing a couple of different opening paragraphs, to see if this can raise your conversion rates.

Call to Action

This element is much like the doorknob on your door. It needs to be small, turn smoothly, and not distract the user from what’s inside the door.

The user needs to know exactly where to put their digital hand, and know exactly how to get in the door. This can be accomplished with attention-grabbing (but not distracting) colors and shapes, and text that is straight-to-the-point.

It is amazing how many landing pages fail to test this element of their landing page. Optimization here can have a dramatic impact on conversions.

Product Benefits

Once you’ve got a user hooked, some users need a little bit more information on the benefits of your products or services. The product benefits section can either draw these users back to a conversion, or if poorly presented, result in that user abandoning the attempt.

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Your most important benefit should be first, but keep in mind that the user might have a different opinion than you about which is most important, so test several different arrangements of product benefits.

What simple elements have you tried testing on your website?  Did they yield big results?