How can you optimize your landing page? What are the elements you can test? Mona Elesseily, Vice President of Online Marketing Strategy at Page Zero Media, provides a number of 'best practices' plus examples on Searchengineland.com. You can find them here.1. Use 'credibility indicators'
Think of placing testimonials, reviews, awards, social media information (number of Facebook Likes, tweets, etc.) and ratings. This can enhance credibility. Below are some specific ideas regarding testimonials:
Use testimonials to reiterate your company's main value propositions; for example, consider placing one very compelling review (or a review from a notable person/entity) larger or in bold above a few less prominent testimonials.
In general, testimonials work better for emotional, personal, consumable, or retail items. The use of quotes from publications and expert recommendations is better for products such as art, theater, and software solutions.
2. Use product badging The human brain prefers fewer choices. A good way to reduce the number of options and specifically highlight one or a few options is to use product badging. Below is an example from Unbounce.com, where Pro 99 is highlighted with 'best value.' Other options include: highly rated, best-selling, new product, etc.
3. Remove page elements
While it’s important to test different elements on a landing page, it’s also essential to remove elements as they can distract visitors. In general, less cluttered pages convert better than overcrowded ones. Here are a few suggestions for minimizing content:
Remove elements that do not add value to the main conversion goal of the page. For instance, take away sign-up fields for your newsletter, links to other content, unnecessary navigation parts, etc.
Reduce the number of ads and try to include bullet points on the page. This way, the content is easier to read, see the example below.
4. Change descriptions Vary your writing style (think of a different tone of voice and word choice) and see if this affects conversion. You can use the same paragraph texts, where you only change a few sentences and indicate what feeling the product may evoke. After all, don’t forget: customers buy 'emotionally' and rationalize their purchases. So excite your visitors about your product or service and see what it does to your conversion rate.5. 'Take it slow'
It is not always the best strategy to go straight for a sale. It might also make sense to break your sales process into a few steps. For example, you might first gather some information about your customer such as name, phone number, or email address, after which you continue the dialogue and build a 'relationship' via phone or email. Taking the time to build a good rapport can ultimately help increase conversion (this is particularly true for B2B sectors). See this point in the context of dating: asking your customer to make a purchase too quickly is like proposing after one date.
6. Test your messaging
Evaluate your site by asking someone (preferably someone who knows nothing about your company) the following questions:
What specific services does your company offer?
Why should someone buy from you?
Adjust the content on your landing page if users cannot identify what your business can do for them in less than four seconds (the average time frame in which a visitor decides to stay on the page or leave the site).
7. Use banners A good way to include messaging on a page is through banners and/or ribbons (these are relatively easy to incorporate). Determine why consumers should buy from you (think of at least one unique selling point) and place this on your page. Also, don’t be afraid to repeat your USPs. For example, Musicnotes.com states they have '250,000 sheet music arrangements' available (that is their USP), all readily available. They repeat this message in various ways.
Also, do not assume that many people are already aware of your USPs. Even Zappos, of which nearly everyone knows they offer free shipping and returns, repeats this value proposition a few times on their page:
