Do you feel like your landing page isn’t earning the traffic you’d expect despite your hard work to make it perfect? Sometimes you need to put on your lab coat and experiment with what resonates with your audience by conducting an A/B Test.
A/B testing is your company’s way to determine what works and what doesn’t instead of just making decisions, crossing your fingers and hoping for the best. If you're about to A/B test your landing page to increase your traffic, there are a few key areas to explore.
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An Important Note About Testing Content
There is a reason it's called A/B testing and not A/B/C testing. When you conduct this test you're looking at one variable in two different versions. The problem with looking at more than two variables is you can make false assumptions about the outcome of your test.
For example, let's say you test the header (Variable 1) and the content (Variable 2). If one version does well and the second version doesn’t do well, you could attribute the success of the first version to the header when it could just as likely be the content or vice versa. Most importantly, you can test more than one variable, just not at the same time.
The Purpose of a Landing Page
Good research always serves a purpose, and your landing page should convert unknown website visitors into known prospects that you can build a relationship with over time. So, it’s not just about traffic, it’s about taking action, and the action visitors should take on this page must be precise and clear.
The reason you're testing the page is that you want to know if changing the content will impact not only how many visitors come to your page but also how many choose to take action on your page by filling out a form. So, here are some important parts of a landing page worth testing to determine if you can double your traffic.
1. Craft Compelling Headlines
Headlines are sometimes the only thing someone will read before deciding to click on your landing page. What makes the difference for a visitor that makes them stay to read more? The answer isn’t easy, obvious or the same for every company.
When you start A/B testing your headline, you can try different styles and lengths to determine what resonates. Using a tool like the Advanced Marketing Institute Headline Analyzer might help you determine if you have an effective headline.
2. Choose Different Images
How do you choose the image or images that go on your landing page? Is it just a picture of your product? Is it based on what you’ve done before, or are you choosing the image because it is something your competitors use?
The image you choose helps tell the narrative in ways words cannot. Sometimes, in an attempt to be efficient, companies just choose a stock image with little or no thought about the message it's sending. A/B testing gives you a chance to be intentional about the images you're using on the landing page.
- You can test whether or not people in the image change the number of visitors.
- Try images with multiple people versus one person.
- Test the ages, ethnicity and gender of the people in your photos.
- Examine whether or not you should take product images from different angles.
3. Change your CTA Button
What if we told you the color of the CTA button could make a big difference. Google knew the importance of little changes, which is why Google tested 41 different shades of blue for its toolbar. Colors are important because they can evoke emotions or grab attention in different ways. Take some time to run an A/B test by changing only the CTA button color.
4. Restructure the Form
When someone reaches your landing page, it could be tempting to want to capture all the information possible, but the form itself could stop visitors from becoming prospects.
It might seem like longer forms would be bad because they require more work, but that might not always be the case. Venture Harbor did five studies on form length and found that longer forms performed better when the form explained the purpose of the field better (e.g. put in your phone number for faster service).
Here are some factors to change in your form:
- The length
- The form fields (name, email, phone number, etc)
- The position of the form on the landing page
5. Create New Copy
Sometimes, you just need to scrap the content and try something new. Try changing the tone of the main content, testing a new first sentence or adding more or less content. For search purposes, Google recommends 250-300 words per page. If you have fewer words, it might be more difficult to generate organic traffic from Google.
6. Change How You Ask Your Visitors to Take Action
Ask a group of people, “Why is Mental Health Important,” and a vast majority of them will say, “because it’s a part of general health.” It’s almost like they are taking a test and they want to get the answer right. Ask the same group of people, “How do you want to be seen,” and they start saying things like “Smart, strong, hardworking, kind, etc.”
That’s what Mental Health Association Oklahoma learned in their latest campaign called #SeeMe. The organization wanted to have people fill out a small piece of paper for a large mosaic artboard, but they realized the question “How do you want to be seen?” was more effective than “Why is mental health important?” because it was clearer and everybody answered differently.
Sometimes, in marketing, the way you ask something changes the outcome of your results. You might think what you're asking your visitors is obvious, but until you complete an A/B test, you could be operating on assumptions. Improving your landing page traffic isn’t just luck. Data should drive your decisions, design and content creation.
The Proof Is in the Data
The only way you can gather the data is to test what you’re doing and document the results. The purpose of A/B testing is to gather data you can use to make important decisions about your marketing strategy. Learn about what metrics matter most in our newest ebook. You can download it for free today!