Landing page testing and optimisation has really started to pick up over the past six months and with more and more advertisers conducting tests, the more difficult it becomes for those of you who are not.
If three of your main competitors are frequently conducting tests, they will be collating extremely valuable data on how visitors react to their web page design.
Testing elements of landing pages is now playing a fundamental part of increasing a website’s conversion rate. There are a number of key elements on a page which warrant testing to find out what works for your customers and what doesn’t. How do you know unless you test?
The idea for this blog post came about when I was looking around the web for elements that I could test within a web page. There are lots of sources out there giving us ideas, so I thought a summary of my findings would benefit all.
Page Structure Tests
Page structure tests involve changing a key element on the page to differ completely from the original.
- Size and contents of the page header
- Size and contents of the page footer
- Horizontal vs. vertical navigation bar
- Trust symbols and accreditation logos
- Size and location of forms
- Swapping page sections from left to right
- Single vs. multiple columns
Main Headline Tests
People respond differently to the way a headline on a page is written, some respond to capitalisation, some respond to numerical statistics etc
- Asking a question
- Website not ranking for key terms?
- Is your website not ranking well for your key terms?
- Do you know how to get your website ranking for key terms?
- Business focus vs. customer focus
- We can help you increase your visibility in the search engines
- You can increase your websites visibility in the search engines
- Capitalisation vs. non capitalisation
- We Can Help You Improve Your Search Engine Rankings
- We can help you improve your search engine rankings
- Bold, capitalisation, underline, normal and italic
- We can help you improve your search engine rankings
- We can help you improve your search engine rankings
- We can help you improve your search engine rankings
- We can help you improve your SEARCH ENGINE RANKINGS
- We can help you improve your search engine rankings
- Statistics
- We have helped 100’s of websites achieve page one rankings on Google
- We have saved customers £100’s in AdWords spend
Content Tests
We all worry about what a page looks like. Would you be surprised that some of the more plain web pages convert better? Testing colours and font styles have been known to drive significant increases in a websites conversion rate.
- Long paragraphs of text vs. short paragraphs of text
- Bullet points
- Punctuation
- Font size
- Font style
- Call to action button colours
- Call to action wording
The BBC News website posted an article which really brings home how much first impressions count on the web.
For more information on our Landing Page and Form Testing service, contact Impact Media today.
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Hi Sam – good post. Also perhaps worth mentioning dynamic content platforms, such as Omniture’s Test&Target that could serve these tests up quickly and will automatically learn from the visitor behaviours?
Sam i totally agree! Well said.
[...] If your looking for some ideas on elements to test, check out my latest blog on Landing Page Tests. [...]
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