A landing page is a single page website with a simple, single purpose: to generate leads! Your landing page has one topic that entices visitors to give their email address in return for something, such as a discount, freebie, or other land magnet. But sometimes, our landing pages may not be the best. That’s where testing comes in!
Here are 4 areas of your landing page you should test to get the most leads.
Before we get into the areas to test, think about choosing one of these two ways to test your landing page successfully. There is A/B Testing, which you test two pages with a distinctive difference between (remember to only change one element). There is also multivariate testing which tests two pages with two elements changed.
Testing will help you know which one performs better.
Your headline should be enticing people to click on your landing page. When they see it pop up, they want to know what’s in it for them. Ask yourself this question from the standpoint of your target audience. What do they want when they come to your page? What are they looking for? Include benefits in your headline to show them that what they need is exactly on that page.
How you write your Call-to-Action (CTA) will make or break your landing page. Make sure it is simple with a single step. If you have multiple steps in your CTA, go back and simplify it. You can also change up the wording on your buttons. Test out “Sign Up” “Register Now” or other short phrases to see which one resonantes with your audience best.
Check out how long you are scrolling through your page. Again, look at your landing page through the eyes of your target customer. Do they want to scroll through a long page to understand what you can do for them? Test out a page where they don’t need to scroll and one that has a bit more information. If you want a happy medium, see what text, images, or other media you can omit. Keep elements such as video, a sign up form, and testimonials, which usually see 9 out of 10 visitors converting to leads when on a landing page!
No, I’m not talking about something you copy on a machine. This is the writing that is selling to your visitors. Check for wording that allows the target customer to see themselves with your product or service. Use “you” and “yours” instead of “we” or “us” to help them feel like you are talking directly to them and their needs.
When you test out and change elements in your landing page, you will generate leads more successfully! Focus on your target audience, their needs, and what they are looking for in your business.
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