You might have everything that you can think of, well in place that are essential for making a perfect landing page – relevant traffic sources, usability etc – and still suffer from satisfactory user engagement metrics. The missing link perhaps is perhaps your failure to talk to users in the right way. To elaborate, you should know exactly what they’re looking for on a landing page? Is convenience their priority? Or are they more price conscious than quality conscious? And what are your immediate competitors emphasizing about their product portfolio? Where does your brand stand?
- A useful technique is to do a random survey of your existing customers, and know their mindset. You may put to them questions, such as ‘what are your considerations while looking to purchase x product; which other x products you look at; What are the reasons for your not buying them; and what one key thing prompted you to buy something from us or elsewhere.
- You can create a simple survey using Survey Monkey or Google Forms to gather some highly useful insights. If, for instance, your large customer base emerges as a category that is heavily price conscious, it is advisable to make a page, clearly emphasizing how cost effective your products are. Conversely, you come to know that your prospects are quality conscious, harp on features and other value propositions. Split test it vis-à-vis your existing page. In case they appear to be influenced by recommendations from other people including friends, you may think of creating a page that highlights social proof, positive testimonials and reviews.
- So now what next? If your site is broken, there is no point in going for split testing a working version against in juxtaposition to the original one. Simply roll it out! The same applies to glaring usability problems or poor landing pages, which cannot be really counted as landing pages at all. Probably annotate your GA to show after making the changes; regularly review engagement metrics. However, stick to basics and know when it’s the right time just to deploy!
- Further subtle improvements need to be tested against the original for ensuring that you are taking proper corrective steps. Typically, wireframe new versions of all pages using Balsamiq with annotations that explain some of the new page elements for them to be shared and implemented; remember that you use common landing page principles while integrating feedback from your research.
- An array split testing tools are there with a range of benefits like Google Website Optimizer, and Visual Website Optimizer. It’s easy to implement and even empowers non-techies for creating tests. You may pick a tool on basis of your site needs.
- Last but not the least, both analysis and iteration are equally vital. Once your relevant tests generate results significant in terms of variations, numbers and frequency, dig into them so as to find out what things work and the one that haven’t. Try to know why, and from there, you will be in a position to carry necessary modifications across other key pages or redesign your current page with innovative and user-friendly ideas.