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Landing Page Split Testing: Increase the Effectiveness of your Website’s Landing Pages:

Updated on March 26, 2013
You can increase the effectiveness, conversion rates and volume of sales for your websites, by applying split testing on the landing pages.
You can increase the effectiveness, conversion rates and volume of sales for your websites, by applying split testing on the landing pages. | Source

Note: I have already covered the basics of split testing in detail in my previous article, ‘What is Split Testing? The Basic Guide to Understanding Split Testing’ That article discusses the basic concept of split testing, the importance of split testing, the objectives of split testing, its process and the various tools & software required to perform split testing on your website.

Split testing, which is also very commonly known as A/B testing, can be understood as a series of tests, evaluations and comparisons performed on your website. The results of these tests – that are done by the method of split testing or A/B testing – are then used to optimize your website or blog in terms of high conversion rates.

As the primary function of split testing is to optimize your website, so it could bring the best possible results in terms of sales and lead conversions, it is obvious and makes perfect sense to perform the split testing technique on your website’s landing pages. After all, it is the landing pages that are responsible for a product sales, it needs to be perfect in every aspect. By performing split testing, you can get to know numerous loopholes and weak-points that would have been affecting your sales results.

Following is a short guide on how to perform split testing on your website's landing pages, so as to increase its effectiveness and results.


Split Testing on Landing Pages: The Three Most Important Aspects:

If you are performing the split test on your website’s landing pages in order to optimize them, it is wise to remember the three most important aspects that directly affect your website’s conversion rate. These 3 aspects are:

  • Headings
  • Appearance
  • Call to Action

Based on the effectiveness and quality of these 3 aspects of your website’s landing page, a user is felt attracted and allured to make the final purchase. The stronger these 3 aspects of your landing page are, the more the reader will feel compelled to act upon your recommendation.

A landing page can contain many different things, or only the basic and essential elements. It specifically depends on your targeted audience and what they want to hear. Following is a basic example of a sample landing page:

Example of a Sample Landing Page

Source


As mentioned earlier, you can have numerous things in your landing page. However, the earlier-mentioned 3 aspects remain the most important. Following are some important tactics – for these 3 important aspects – that you need to take into account when performing the split test on your website’s landing page:


1. Headings:

Headings, for any web copy, are arguably the most important part. Researches and statistics suggest that 80% of your web copy readers only read the main heading and move on. Therefore, a heading must always be as perfect as it can be, so it may be able to attract the readers to read further.

When split testing, you can include different things to increase the effectiveness of your landing page’s headings. Following are only some of the things that you can try:

  1. Include a limited time-offer for a product
  2. Mention special discounts & offers
  3. Rewrite your heading as a question.
  4. Rewrite your heading as a definite answer.
  5. Consider including the most important feature of your product into the main heading.
  6. Try transforming your main heading into a quote.
  7. Experiment with different colors, size and fonts to make it more appealing to the readers.


2. Appearance of the Landing Page:

How your landing page visually appears to your website surfers, is an important factor in the overall effectiveness of your website’s landing page. Moreover, if you are into contextual advertisement programs, this point is of equal value and importance to you.

I studied a case study and came to know that by merely changing the color scheme of the Google’s advertisements, a blogger increased its Google AdSense revenue by $700 per month. This shows the potential and high-impact of visual appearances, color schemes and layouts of a landing page.

There will be many things that you would like to split test before you reach any conclusions. Do not hesitate in going over the board here. Always remember that if something can be improved, it must be.

Following are some important things to mention, which will help you get started in split testing the appearance of your website’s landing page:

  1. Comparing different color schemes, combinations and permutations.
  2. Revamp the basic layout of your landing page.
  3. Using bold colors for special offers, discounts and limited-time offers.
  4. Try including a video review of your product.
  5. Use testimonials
  6. Try changing the placement and order of these testimonials and feedbacks.


A Video on Importance of Split Testing (Case Study)

Want to Craft the Perfect Call to Action? Try these books!

3. Call to Action:

After headlines, call to action is the most important and crucial aspect for any landing page. If you really want to improve the effectiveness and conversion of your website, then enhancing and improving the ‘call to action’ is an absolute necessity.

‘Call to Action’ is the final attempt to make the sales pitch. These are the words, graphics or images that urge the reader to take the step forward and make the purchase. Examples of some common call to action are:

  • Write Now
  • Call Now
  • Click Here
  • Act Now!

These are some of the most basic and common types of call to action, although not many people now use such orthodox ways. They try to improvise and be unique, so as to get optimum results.

Split Testing is a great way to enhance and perfect your call to action to get the best possible results. You will be surprised to know how many things you can change with your call to action. Following are only some of the things that you can change while split testing.

  1. Try changing the size of your call to action button.
  2. Consider including a discount offer or special give-away in the call to action text.
  3. Try using fewer words.
  4. Consider changing the position of your call to action button. It usually works best in the end, but it also needs to be perfectly visible and reachable.
  5. Generally, a call to action button uses a white space. However, you can also use different color schemes in the background to make it more appealing, visible and attractive, e.g. alternative colors.


Google Chrome's landing page is a great example for a perfect landing page.
Google Chrome's landing page is a great example for a perfect landing page. | Source
Another example of a very clear, concise and targeted call to action.
Another example of a very clear, concise and targeted call to action. | Source

POLL TIME!

In your opinion, which one is the most important aspect for an effective landing page?

See results

Final Words:

Split testing, or A/B testing, is one of the very few fundamental steps that you need to take at some stage, if you want to unleash the true potential or your website or blog. It does not really matter if you are selling your own product, marketing someone else’s or just running a blog with advertisements to earn you revenue, split testing can always unlock new horizons, potentials and opportunities for you.

Comments

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    • dwachira profile image

      [ Danson Wachira ] 

      5 years ago from Nairobi, Kenya

      Hi Hunbbel,

      Appearance and layout of various sections of the landing page are key as you have stated. Many users still use appearance and layout to decide whether to stay on the page or hit the back button. Thanks for sharing this, voted up.

    • rebeccamealey profile image

      Rebecca Mealey 

      5 years ago from Northeastern Georgia, USA

      I love the format that you show here for a landing page. Voted very helpful, and thanks!

    • sgbrown profile image

      Sheila Brown 

      5 years ago from Southern Oklahoma

      This sounds like very good and practical information for anyone with a website or blog. Many of your tips can be used to help bring traffic to our hubs as well. I found this very helpful. Voting up, interesting, useful and sharing! :)

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