Of your time and money, it needs to be treated as methodical exploration of what works — and what doesn’t — for your specific customers and product,” she says.
Define your testing method and keep it in mind as you review these landing page elements for opportunities to improve your conversion rate and better tell your brand’s story.
1. Offer Type
What do you want to give your prospective buyer at the end? Knowing the destination can help you better plan the journey they’ll take through your landing page.
Different content marketing options, like ebooks, templates, or strategy guides, appeal to certain buyers across different marketing funnel stages. Or, if your user is closer to the buying stage, consider offering a 1:1 consultation or free trial.
Make sure you know your target audience and where in the funnel they sit. From there, you can A/B test offers and monitor for conversion rates. Also, tinker with guarantees, special discounts, or time-bound offers and see how they encourage (or detract from) converting.
2. Call-to-Action
How do you want to convince your buyer to accept your offer? Another key part of planning your landing page journey is to establish a call-to-action. Ideally, your CTA is a specific, clear next step for your prospect:
- Download the ebook.
- Fill out a form.
- Book a demo.
- Read more.
The text you use is important — so is how you structure your CTA.
For instance, using a clickable button for your CTA has shown to increase conversions by up to 28% (although results are all contextual — that’s why we test). As you test CTAs, consider your text, structure, and position on your landing page.
3. Titles
Ideally, you want your prospects to spend several minutes reviewing your information, considering your offer, and then converting via your CTA. But, research shows that you have 10-20 seconds max to capture their attention and communicate a compelling value proposition. Or, they’ll bounce.
That makes your titles (anything in hero text) incredibly important to landing page success. Your largest and most visible text should connect immediately to your offer, your CTA, and your value.
Users have little patience — don’t waste your first impression. Test titles extensively to see what clicks best with your prospects.
4. Body Copy Length and Structure
You’ve hooked your reader — great! Now what? Your body copy is where you explain your offer, why your user should care, and work to convince them to take action.
While the ideal length is something you’ll test, aim for roughly 500-1,000 words on your landing page. Prospects need enough information to make informed decisions, but overwhelming them with content is a surefire way to bounce them.
Also, pay attention to how you structure your canada telegram data information. Endless paragraphs of blocky text will bore all but the most dedicated readers. You can use headings and subheadings to divide content into manageable chunks.
Since most internet readers still follow the F-shaped pattern and skim content, make it easy for them to understand your offer at a glance. Play with headings and subheadings to see what clicks best.
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5. Social Proof
Humans want to belong. And, they want to feel like they chose wisely about what groups they belong to. That’s the innate human desire that social proof uses. Social proof has been shown to increase landing page conversion rates by up to 34%.
Testimonials and (honest) reviews are great places to begin. Try experimenting with where you place them in the body copy and how many you use. Social proof should support your offer’s value without distracting from your story by overwhelming prospects.
6. Images and Videos
As a writer, I certainly enjoy when people read my words. But, even I prefer a good visual from time to time. Images and videos can provide different perspectives on your brand and offer and drive more user engagement. Plus, video content can increase conversion rates by up to 86%.
That said, videos are not created equal. They depend heavily on subject matter, industry, and storytelling capability. For instance, marketers often fret about video length.
Best practices point to keeping videos under two minutes, with the main points getting covered in the first 60 seconds. Square that with this four-minute Volvo ad that blows most advertising videos out of the water — an ad that fed a positive social media frenzy for days.
So, embrace the running theme and A/B test video lengths, formats, placement, and subject matter to find what’s right for your crowd.
The same goes for images, too. Unique images, user-generated content, or infographics all offer opportunities to capture users’ attention and help your offer stand out. Like videos, test location, formats, and subject matter.
7. Form Fields
I’ll avoid wading into the “gated or business sale lead ungated content” debate for now so we can talk about forms. As a lead gen tool, forms reign supreme for information collection. Yet, how much information you collect can influence your user’s experience and eventual conversion.
Numbers span a decent range depending on your industry and offer type, but best practices settle on 3-5 fields in your form before it’s too many and users tap out. Get your field count to four or fewer, and Formstack research shows you could increase conversions by 160%.
I’d start with name, email, and job title; other fields can be your A/B testing variables. Take care to keep your user data clean as you add and remove fields. Also test different form designs and page location for conversion improvements.