How These Landing Page A/B Testing Strategies Increased Our Sales by 22%
- 44% of companies use split testing software. It should be 100%
- President Obama raised an additional $60 million, using A/B Testing
- For every $92 dollars spent acquiring customers, only $1 is spent converting them
I heard this somewhere last week, “Great landing pages do not happen out of the blue or from few hour worth of work. They are developed through many testing – some incredibly successful, others not.”
Sure, you might bring in huge ROIs by testing your landing pages on hours end. But you also need to document those results to know what works with your audience so that you can create effective landing page in the future too.
So the secret to creating a killer landing page is creating a great testing strategy – the one that will always teach you something new.
Creating and saving these strategies will take time, but it will significantly improve the ROIs in the long run.
There are basically 4 parts to creating a great landing page A/B testing strategies, and they are:
1) Knowing Your Audience (Buyer’s Persona)
Before you even start to build a landing page, you should try to find “who” your ideal audience might be and “what” their interests are.
This is because knowing your audience will give you all the materials to come up with a testing hypothesis and a blueprint for understanding your results.
Try to ask these questions to yourself to know more about your audience:
- How old must they be?
- Are they mostly female or male? Or are they evenly split?
- What are their goals?
- What are their responsibilities?
- What are their budgets?
- Why are they interested in your products and services?
- What are their pains?
- And, how will your products or services fix them?
To get all these information about your audience, you can talk to your sales team. Or, you could interview your customers.
Yes, it will take some time and effort to do this, but it will also cut down your test learning curve significantly.
2) Identifying Your Goals
In order to test you landing page, you need to know exactly what are you testing for.
After all, if you are unsure about what you are trying to test, then it will be almost impossible to create test variants that will produce meaningful results.
To understand what you are trying to achieve through landing page A/B tests, consider these:
What is your “main” goal? (Increase sales? Increase readerships?)
What your ideal customer look like?
What steps are involved in converting a visitor into a customer?
How your tests will help you achieve your “main” goal above? (Increase sales? signups? readerships? phone calls? form submissions?)
In order to create killer landing page A/B test strategies, you will need to understand what you need in order to be successful. Only then you are able to track the metrics that delivers results for your landing page.
3) Developing Your Hypothesis
Now that you know who your “ideal” audiences are (your buyer persona) and your business “main” goal, we are now ready to start developing a testing hypothesis.
The main objective of this step is to identify the friction between what your audiences want and what your business want, and then taking actionable measures to reduce that friction.
For example, if your website visitors are not converting on your landing page, then it is probably because one of these reasons:
a) You offer the ‘wrong’ product
Your audiences are looking for something specific but you are not giving.
b) Your call to action is unappealing
The next step is unclear, uninteresting, or maybe difficult to find.
c) Your landing page offers mixed information
Your audiences are looking for something specific, but your landing page is broad and vague, which only adds up confusion and friction.
d) You are not evoking the ‘right’ emotion
If your vacation rentals landing page, for example, has pictures of sad people dressed in a black dress as if they were going to a funeral, then definitely, it will not match your audience’s emotion.
If you do not evoke the right emotion in your audience, then they think you are a good fit for their needs. They will go somewhere else to find what they need.
e) Your content is confusing
Your content is not easy to read, poorly written, or web pages are awkwardly designed, making it difficult for your audience to even bother about.
f) Your landing page is not trustworthy
Your page is either poorly designed, lacks social signals, or makes over the top claims, damaging your conversion rate.
g) You are bringing the wrong traffic
Even the world’s best landing page will not convert an uninterested audience.
Improving the quality of your website traffic will only improve the effectiveness of your landing page A/B tests.
When you are aware of all these friction will help you set up an effective testing strategy.
After that, all you have to do is create test variants that address these frictions using different strategies, and understand what works with your audience.
4) Documenting & Monitoring Your Results
The final step is to document everything that you learned, and use that information to create a new hypothesis and effective landing page A/B tests.
Your document could be a simple one (like the one below), or complex, but it should include what you learned from your landing page A/B test so that you can monitor your progress.
Look at the sample CTA tests to get an idea on how to monitor your results.
Remember, do not settle for anything less.
Run numerous A/B tests to analyze all the important elements on your landing page – page layouts, page colors, text colors, calls-to-action, buttons, and forms.
Conversion improvement is an on-going process that requires regular analysis and effort.
But all that efforts are worth taking because conversion improvement plays a significant positive impact on your ROIs while simultaneously cuts down media investment.
Over to You:
What do you think? Would you use one of these A/B testing strategies for one of your landing pages to improve conversion? Which are A/B test strategies worth spending time and effort to improve conversion rate on the landing page? Please comment below!