Landing page tests are necessary to reduce PPC costs and increase the number of conversions. 

You should always use funnel analysis and test your landing pages to match user intent because this will help you to improve the ad quality score which in turn will place your ads higher in the inorganic search results leading to more sales in the same budget. 

A lot of people dismiss the importance of testing their landing pages because it’s deemed exhausting and expensive.

Or perhaps you have done some A/B testing on your landing pages yet your efforts still seem futile. And at this point, you just want to knock your socks off and throw away the landing page altogether.

My answer to this again is that you aren’t testing enough or you are not testing the right way. In fact, 61% of marketers run fewer than 5 tests a month.

And the importance of continuous testing of landing pages for conversions can’t be overemphasized enough.

Therefore, I compiled the top 5 most crucial landing page tests that have proven effective over time to increase conversions.

1- Headline Testing

So what are the best practices for headlines that you should test or your current headline is missing?

  • Clarity: Try keeping your headline minimal, clear, and straightforward. For example, “Become a high ticket drop shipper today” will definitely be understood by the reader over “High ticket dropshipping is the next big thing that should be your focus now”.
  • Consistency: Test the connection of your ad to your headline, are they saying the same thing?
  • Ease: There are a lot of people offering the same solutions you are proposing. However, customers are looking for the one that will give them less hassle, so is your headline promising ease? For example, “Launch a course in 5 simple steps” or “Get your blog live in 30 minutes”.
  • Ask the question they are looking for answers to, try using question headlines to connect with your visitor’s pain points. Then use your subheadline to answer that question. For example Headline=”Is your diet plan stressing you out?” Sub-headline= “Let’s create a customized plan that fits your lifestyle”.
  • Try using the how-to headline.
  • Propose a solution based headline, they came looking for a solution, hit them with it right off the bat.
  • Give them a shocking relatable stat that will capture their attention. 
  • Don’t sound too good to be true, or over-promise that it begins to sound unrealistic. For example: “Make six figures in 30 mins with Affiliate Marketing”.

Continuously test variations of your headlines to see results, if you can nail your headlines you can nail down your page visitors.

Here is an example of a good landing page from Nauto:

2- Test Your CTA Button

You have convinced your site visitors about your offer and it’s time for them to click on that button that will start off your relationship. 

What your CTA button says and looks like is really important, here are best practices to rest on:

  • Tell them exactly what they will be getting when they click, don’t just ask them to click, sign up, submit. What happens after they take that action?
  • Let the CTA button color contrast the rest of the layout color to make it stand out.

For example, MailChimp’s CTA didn’t just say signup, it told you exactly what clicking that button means: Pick one of their plans!

Don’t underestimate the power of your CTA button and keep on testing.

3- Get Social Proof

Your site visitors are just coming to your page for the first time, they are still skeptical about your offer, the best way to gain their trust is through social proof.

To do this add testimonials from real people with detailed reviews, on how your brand helped them accomplish their goals.

It is important that you include important details of the person giving a testimonial so that it doesn’t sound fake.

Have you worked with high profile clients or had customers with interesting stories, insert them on your landing page. You can also take the help of influencer marketing and have some influencers share positive reviews about your product or service. 

So if your landing page is lacking testimonials, test putting testimonials to see the differences.

For example, Basecamp included lots of detailed reviews from their customers, the reviews are high quality as the customers explained in detail what Basecamp did for them:

Additionally, their addresses were included instead of just their names.

4- Make your Landing Page Mobile Friendly

Because 51% of searchers are more probable to purchase from a mobile-optimized website.

The fact is a lot of people access the internet through their mobile phones, therefore a lot of traffic comes from mobile.

After making your landing page look all pretty for desktop ensure that the landing page is functional for mobile.

Here’s an example from Lines:

5- Change or Improve your Offer

Oh yes, I went there. So you have tried every test that’s humanly and robotically possible, yet your conversions are still low or not forthcoming.

Then, it’s time to take a long look at your offer, is it really worth an investment, take an objective look at it.

How relevant is this offer to your target audience? What is it lacking? What needs to be improved? How does it stand out from your competitors? Is your strategy too forward?

For example, perhaps your strategy is too forward in jumping into sales straight away, you might want to take your customers on a journey and build a bit of trust before turning these leads into conversions.

Give a free offer that will further educate your audience about the importance of your offers, this will make their decisions to invest in your brand easier.

Also, your competitors might be offering an added advantage that your offers lack and your audience wants, boost your offer with extra value to make your proposition irresistible.

Furthermore, incentivize your offer, humans love to gain extra value on their cash, therefore grant them a bonus package.

For example, if it’s a subscription-based business, you can offer a free month on their subscription.

So try testing adding a bonus bundle of value that comes with purchasing your offer to see the difference in the rate of conversions.

Conclusion

When it comes to landing page tests, there are always many variations you can tap into to experience a spike in your conversions. Don’t feel like you have tried it all, always remember there’s a chance you can make on your landing page.