Making a landing page is a lot of work. Once you’re up and running, it’s tempting to kick back and leave it to fate.
But what if I gave you a leg up?
Then you’d have a blueprint for convenient testing you could set in your calendar, no stress required.
Here are the most direct, actionable tips from our internal documents on landing page testing.
I’m not going to go into detail explaining each element because this is meant to be a cheatsheet. Instead, I’ll leave some links for further research when needed.
1. What To Test On Your Landing Page, In Order Of Importance
- CTA (call to action) copy
- Form position
- Form button copy
- Form button size
- Content (long vs short copy, bullet list vs paragraphs)
- Supporting image(s)
If you need some help writing website content, click here.
2. Ask Your Website User To Take One Action
Think about your call to action, and build your message around it.
If you are asking for more than one thing, you are asking for zero things.
3. A Hack To View Your Landing Page Like A First-Time Customer
After landing on your page, it should be easy for the user to figure out the next step.
- Load up the page you’re testing on a screen.
- Take 10 big steps away from the screen, and close your eyes.
- Open your eyes for 2 seconds and look at the page.
- If you can’t tell what you’re supposed to click on the page… you failed.
[that was from Neville Medhora’s “Kopywriting Checklist”]
4. Leverage Testimonials To Make Your Landing Page More Trustworthy
Don’t just cram in any old quote from your files. Anchor it to the specific offer on the landing page, and address the main objection your reader will have.
The smartest way to do this is by using Voice Of Customer Research.
Testing Vs Optimizing A Landing Page
When you first start out, you have no idea what will hook.
At Websites.ca, we have an in-joke called “something, rather than nothing”. It’s a low hurdle for a reason — there is a whole lot of nothing going on. If you are not doing nothing, then “that’s something”.
I dunno, it’s funny to us. Any time we’re remotely positive about a thing, it’s “something”.
Having a landing page at all is something. So hats off to you for getting that far.
Since you’ve already put in the effort, a few thoughtful tweaks are low on effort and mucho on results.
So the next step is testing.
Unless you’ve done a ton of customer research already, I suggest trying some wildly different angles on your testing points. Look for some clear winners in your message, and some obvious no-goes.
Keep track of your stats and your results for at least a few weeks after you do this very high contrast period of testing.
Once you know roughly what your audience cares about… you can get creative.
Then you can use the fancy word “optimization”.
That’s where you get out your fine tooth comb and go back through all your elements looking for tiny changes that make big wins (conversions).
Word of warning:
Most testing produces no noticeable difference. Please don’t get all hang-dog about this.
You’ve got to put in your dues, just like any other venture.
This cheatsheet will help keep your blood pressure low and your compliance rate high. Keep it on hand and go through your page every so often. The reminder will bring out your own ideas and experience when you need them most.