{"id":3029,"date":"2015-05-20T10:00:00","date_gmt":"2015-05-20T09:00:00","guid":{"rendered":"https:\/\/www.lcn.com\/blog\/?p=3029"},"modified":"2021-07-08T09:00:05","modified_gmt":"2021-07-08T08:00:05","slug":"5-landing-page-split-tests-you-should-be-using","status":"publish","type":"post","link":"https:\/\/www.lcn.com\/blog\/5-landing-page-split-tests-you-should-be-using\/","title":{"rendered":"5 Landing Page Split Tests You Should Be Using"},"content":{"rendered":"

Following on from last week’s\u00a0Beginners Guide to A\/B Testing<\/a> post; this week we’re talking specific tests!<\/em><\/p>\n

Using A\/B split testing is essential if you want to get the best return on investment for your business.<\/p>\n

Even the most experienced of marketers might not\u00a0expect their first attempt at a landing page to be the best, but they know that small tweaks can make all the difference.<\/p>\n[Tweet “These 5 A\/B split tests could boost your conversion rates…”]\n

While it is common for marketers to test things like the price and an eye-catching headline, there are plenty of alternative tests you should not ignore.<\/p>\n

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Experiment with Social Media<\/h2>\n

Almost everyone understands the importance of social media to their business, but your landing page and sales funnel may not be the place to integrate it.<\/p>\n

There is a tendency to add multiple social media buttons and apps to your site, and it can certainly be helpful in growing a loyal tribe of followers, or for some campaigns even necessary to create a social media buzz to gain traction online. However, you need to test if this is accurate for your own business.<\/p>\n

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\"turnToo many social share buttons and prompts might have a negative effect on visitor conversion rates<\/a>. As demonstrated by my expert mockup<\/em><\/p>\n

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Some people are not looking to shout about their product choices, and even the presence of social media on a landing page can have a negative impact.<\/p>\n

Remember, I’m not explicitly saying adding social media share buttons and links is wrong, but it’s worth testing!\u00a0A\/B testing is all about trial and error, and measuring the results!<\/p>\n

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Landing Page Leaks<\/h2>\n

Ideally, when a visitor enters your landing page you want to limit their options so you can more effectively direct them to the next stage of your goal (eg: subscribe to a newsletter or go to checkout).<\/p>\n

If you have a page with lots of distractions, including adverts, a navigation bar, recent articles, and social media widgets, you can struggle to keep the focus on your offer.<\/p>\n

Landing page<\/a> leaks allow the visitor to exit the page\u00a0– however,\u00a0this is not always a bad thing.<\/p>\n

By split testing your page, you could find that the absence of navigation and policy pages reduces the trust level of a visitor, giving the impression that they are being trapped on the page.<\/p>\n

Your data can help you find the right balance between limiting options, but still providing a good user experience.\u00a0<\/p>\n

Keep things simple, and don’t let your customer be confused as to what action they are supposed to take.<\/p>\n

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Call-to-Action Buttons<\/h2>\n

Call-to-action buttons<\/a> are a vital part of a landing page, but the obvious choices might not always work as you expect.<\/p>\n

Many pages try to make them as noticeable as possible, often using oversized\u00a0buttons, even with arrows pointing at them.<\/p>\n

While it may seem self-evident that you want your visitors to notice the button, split testing may produce some unexpected results.<\/p>\n

Subtlety can sometimes be a better option, providing the offer you are making is of sufficient quality, as visitors may react negatively to being overtly sold to.<\/p>\n

You can test a variety of factors, including the button size, colour, position, and surrounding elements.<\/p>\n

Find out more on how CTA’s can affect your website with our guide.<\/p>\n

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Use Multiple Pages in Your Funnel<\/h2>\n

A landing page sales funnel<\/a>\u00a0does not have to be limited to a single page. Clearly, the page they land on is vitally important, but it can be beneficial to lead visitors through multiple pages on the way to the ultimate call-to-action.<\/p>\n

In some cases, the act of clicking through multiple pages, perhaps through the use of clever storytelling, can increase engagement in your overall message.<\/p>\n

It may be that the extra pages reduce your click-through rate, however, you may end up with some eager prospects and buyers.<\/p>\n

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Add Different Types of Media<\/h2>\n

Different types of media, such as images, videos, and audio, can have a dramatic impact on your split test results.<\/p>\n

A simple test could match an image of a person against a product image. Your visitors will react differently to these images, often depending on the industry\u00a0you are working in.<\/p>\n

Video is popular these days, but that does not necessarily mean a video will get you and your brand the best results.<\/p>\n

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