Not only do you need to ensure that your landing page has the right layout, but also that it is fully optimised. Optimisation will ensure that you get the maximum number of conversions. The key to optimisation is testing.
What to test?
So what elements of your landing page should you test? The answer is, everything. In order to ensure that your page is fully optimised and gets the most conversions possible, you need to test as much as possible. This means that you need to test your headline, body copy, imagery, CTA, the colour of your CTA button, the colour scheme of your page, font sizes and the type.
Also, testing is an ongoing process. Even if it seems that you have created the perfect landing page, just keep in mind that there is no time in which your page will be perfect. Users can often switch the devices they use. In some cases, the target audience itself changes, so make sure that you move with these trends. Continue testing so that your conversion rates continue to improve.
How to test and optimise
When optimising and testing your landing page, there are two approaches that you can take. The first is A/B testing and the other multivariate testing. In the best case scenario, you would work with a platform that gives you the ability to do both.
In internet marketing, A/B testing is commonly referred to as split testing. This particular method involves your comparing two distinct versions of your web page on which you have changed a single element to find out which of your pages performs best. Let’s say that you test your landing page headline. When testing the headline, you would show version A of the page to half of your target audience and version B to the other half. The landing page that results in the most conversions is the winner.
Multivariate testing requires that you test several combinations of variables in order to find out which one performs best. Let’s say that you want to test your landing page’s new CTA, headline, and image all at once. When using the multivariate method, users aren’t going to see one of two options, but may be shown one of eight, or maybe even twelve, options. This means that you will be depending on the number of variables that you test. The great thing about multivariate testing is that it gives you the ability to test several elements at one time, unlike A/B testing, which means it’s quicker.
So which testing method is better?
When it comes to the question of which method is better, you really need to think about your specific website as well as the timeframe that you’re working within. A/B testing offers results that are definitive because there is only one element that is being tested at a time. It doesn’t require that your site have a lot of traffic, but it does require quite a bit of time to test each.
On the other hand, multivariate testing is just as effective and much quicker. The only downside is that it does require a significant amount of traffic so that you can test effectively. If you’re new to testing, then you should start with A/B testing.
Should I optimise for SEO?
Google is the number one search engine worldwide. This is why many Singapore business owners are concerned with the state of their SEO. However, what most of them don’t realise is that they don’t have to optimise their landing page for SEO.
You see, in most cases, your landing page doesn’t need to be indexed by Google. This is especially the case in situations where your landing page features a limited time offer. Once the offer has expired, you don’t need users to be able to find it. Also, it’s best to attract users to your landing page through your upsell page. They need to go through your marketing funnel. So SEO would not make sense in these situations.
However, there are times in which you may want to send SEO traffic to your landing page. In these instances, you should make sure that your meta description and title are optimised. You should also make your content your first priority. Make sure that your copy is valuable and keyword-targeted.
Methods for driving traffic to your site
After you have decides what elements you’re going to test and the methods you’re going to use, you should drive traffic to your landing page. And the way in which you do this will rely heavily on your budget and the size of your website. Luckily, there are several methods that you can choose from.
If your site is already getting a lot of traffic, then you should use links throughout the site in order to send traffic to your landing page. You can place CTAs in your sidebar, at the bottom of your blog, as well as on your product pages. If your site is small and doesn’t get much traffic then this may not be that effective.
One of the most common ways to drive traffic to your landing page is through PPC advertising. Sure, Google Adwords is a great option, but that doesn’t mean that it’s the only one. Consider using paid advertisements from social platforms like Twitter and Facebook.
Another great way to drive traffic to your landing page is through email marketing. If you’re already running an email marketing campaign, then send all of your readers to the landing page. The best part about this method is that most of the people you reach out to will already be familiar with your brand and this means that you will likely get more conversions.
Not only can social media be a great place for PPC ads but you can also use your platform as a place to share links to your landing pages. This is some of the best organic traffic. You can also encourage your followers to share the link.
We have discussed a lot in this series. And as you can see landing pages take a lot of forethought, planning, and testing. However, with the right landing page marketing strategy, the results will be well worth your time.