Button Attributes
Buttons are useful tools to highlight specific next steps or to call out links to compelling social proof. And you have plenty of attributes to tweak to make the right button:
- How big is it?
- Do you match brand colors or use more contrast?
- What text do you put inside?
- Where on the page do you put it?
Button location on a page is an especially fascinating subtopic. Much like the aforementioned F-shaped pattern, UX designers also may consider the Gutenberg Principle when designing page layout.
This principle refers to how users’ eyes scan and follow information on a webpage. Research shows that primary CTA buttons often do well in the Terminal Area (or bottom-right of the page), while secondary CTAs thrive in the Strong Fallow Area (or top-right).
I say, try out positioning for yourself and see.
9. Page Navigation
Your various copy, image, and design oman telegram data decisions all feed into how your user navigates the landing page. Do they proceed in an orderly fashion? Or do they get distracted by the occasional external link or video review that bounces them from your page?
Test how you guide prospects through your story on your landing page. A table of contents could be useful navigation links, or it could slow down your users. Play around with adding and removing navigation links, adjusting link texts, and place them around the webpage.
User heat maps (and relevant tracking software) are excellent tools to assess navigation and can identify where you can better support user experience.
You’re probably already working with approved brand colors and font types. But, landing pages offer opportunities to tweak those colors and fonts to increase appeal.
A lot of resources (especially in packaged consumer goods) have gone toward understanding color psychology and how it influences buying. For instance, red and orange are action-oriented colors and are typically best for increasing conversion rates on CTAs.
As you test various colors and fonts, be mindful of user accessibility, too. W3C’s Web Content Accessibility Guidelines (WCAG) provide a common framework for keeping content accessible and easy to view and access.
For example, WCAG points out the importance of ensuring sufficient color contrast between your text and background elements. Follow WCAG to help ensure your A/B testing results are easily applicable post-testing.
11. Trust Signals
Why should users trust you and your offer? While social proof offers a compelling emotional appeal, trust signals help convey more logical reasons for choosing you.
In an age of GDPR, privacy statements and clear explanations of data use carry significant weight with users.
Depending on your product or service, you might show industry certifications. For instance, a SaaS product might show badges for SOC 2 or ISO 27001 compliance for information security management.
Logos of partner organizations and companies can also extend social proof and show you’re a trusted partner in your ecosystem.
Test the number, type, and placement of these elements. Pay special attention to what your industry expects — and where you bring unique or extra-special benefits.
12. Ask Your Sales Team
So many elements to consider — where should you start? Pilcher shares an overlooked source of landing page testing wisdom: your sales team.
“Need ideas for what to test? Absolutely look at on-page analytics and user behavior, but my best tip is to talk to your sales team,” she says. “Companies often work in silos, but marketers should be talking with sales to get insights for testing, especially if the landing page is aimed at booking a demo.
“As your front-line communicators, talking to sales is like talking to 100 customers. They have a deep understanding of your customer pain points, objections, frequently asked questions, and buying triggers,” she continues.
“These insights can help marketers to who is the author of sber’s new logo? develop hypotheses about which elements to test, create clear and specific messaging, and align landing pages with what customers actually care about — which ultimately drives more qualified leads and revenue for the business.”
Split Test Your Way to the Best Landing Page
Running landing page split tests business sale lead require discipline and commitment to finding the best results for each element. Sometimes, that’ll fly in the face of expectations. It’s okay to admit your page got it wrong before. Use these tests as opportunities to iterate, improve, and grow.
Many marketers have yet to embrace the power of split testing. Build your tests, use software when appropriate, and grab hold of an excellent strategic advantage.