Your landing page is now online and you are probably very satisfied! Content, design, marketing automation, etc. It took work to get there. However, putting your landing online online is only the first step. You must then to watch closely its performance And continue to optimize it To get more and better quality conversions.
When they work well, destination pages are an essential part of most marketing campaigns. But, how to know if it is perfectly optimized For fulfill your goals ? A/B tests are the solution ! In this article, we will detail you The elements to A/B test on a destination page.
What is the A/B testing?
The A/B test consists of compare two versions of the same content element, by modifying An element of the variation.
For example, if you do an A/B test on landing pages, you can create a variant of the existing page and modify the title. During the A/B test, you will see which version of the title generates the most commitment, such as clicks and conversions.
A/B tests On your dismissal pages can make a huge difference in your results. You don't have to just make a single A/B test on your landing page. On the contrary, you must permanently To make sure that you always offer the best content element to your visitors.
Why do you have to test your landing pages?
Make A/B tests on your landing pages, It's a lot of work, isn't it? This is why many companies do not dwell on it. However, with dedicated tools, the process is not difficult. In addition, the execution of these A/B tests presents considerable advantages.
Let us examine the four main reasons to carry out A/B tests on your dismissal pages. You will discover how you can “hack” the mind of your audience and understand what makes it react.
You want higher conversion rates
Conversion rates are one of the main reasons for Carry out A/B tests on the dismissal pages. If you do not get enough conversions, you may need to change your message, your call for action, your images, etc. It is important to realize that you cannot know your target audience as well as you wish without seeing how it behaves on your site.
Even if you sell the same products as the XYZ company, your corporate culture, your mentality, your operation and your target customers are different. Small differences are often reflected in conversion rates. Make A/B tests on your destination pages to understand why your visitors do not convert.
An A/B test can increase your sales
THE A/B tests on the landing pages Can not only stimulate conversions, but also increase sales. When you have identified the perfect design and text for your dismissal page, your message will resonate better with your audience, which will lead him to make purchase decisions more quickly.
Any modification allowing'Accelerate progression of your visitors In the sales funnel will improve your results.
You want to know more about your visitors
You can read all the literature you want, but if you do not collect data on your specific audience, you will lose money. For Learn more about your visitors, You must set up an environment in which you can collect data.
The use of A/B tests On your dismissal pages allows you to see which elements really like to your audience and which do not please him. The modification of a single word in Your CTA can reveal nuances on your target audience that you would never have discovered otherwise.
You can get more commitment
Unlike general opinion, The landing pages Not only serve to make conversions and sales. They can also be an ideal place to broadcast your commercial message.
If a return page “speaks” to a visitor who is not yet ready to convert or buy, he or she could rather follow you on social networks or consult your latest blog articles. It is not because this consumer does not immediately buy that he will not come back later.
A/B tests on landing pages allow d'identify Imaging and language that resonates with your audience. The more precise you will be, the more the commitment will be important on all the platforms you use to reach your audience.
What should you/B test on your landing pages?
The variable you decide to test and modify during a given A/B test depends on your objectives and unique details of your landing page. That said, modifying one or the other of the following key characteristics of your destination page could have a significant impact on your conversion rates:
The titles
The title is the first thing your visitors will read, it is essential to treat it. An insipid title, confused or not relevant will dissuade many visitors from continuing their reading, which can harm your conversion rate.
If you think your title needs to be reworked, try to Test different titles lengthsdifferent formulations And focus on the main advantage that your visitors will make from your offer. For example, instead of a generic title such as “Get this ebook while you can still!” “, Try something more specific and evocative as” Learn the strategies of success that will advance your career in the web “.
The development of the perfect title is often a balancingist exercise. You want him to be sufficiently convincing So that people respond to your call to action, sufficiently informative so that people understand the value you offer, and short enough So that people are not frustrated and leave the page.
The texts
As with the title, the body of the text of your dismissal page must clearly indicate the value that your visitor will obtain by communicating their contact details or payment information. Make sure your text also answers obvious questions and potential objections and try to find the right tone.
It is important not to overload your page with too many words, as it can scare some people. But if all the information you have included is essential, you should at least try to divide your text into small paragraphs or in chip lists so that it is more Easy to read.
Registration forms
When it comes to membership forms, it is generally preferable to Limit the number of fields at least. Users may be dissuaded to enter their contact details if they think you ask them for too much information. For most prospects capture forms, you only need a name and an electronic address.
Call to action
Your CTA button is the central point of your dismissal page, where you invite your visitors to take the measure you want them to take. Given their extreme importance, it is essential to ensure that your CTA pimples are clear, convincing and easy to see. All aspects of Your CTA button can have a Impact on your conversion ratefrom placement to formulation through color. Try different variants to see what works best.
CONCERNED ACCOUNT
Compete accounts are a very useful tactic To create a feeling of emergency when visitors arrive on your page. This inimitable visual signal tells visitors that the value you offer will not be available for a long time and that they must act now if they do not want to miss it. If you offer a limited -term offer, why not Test if the presence of a countdown Increase your conversion rate?
Social evidence
The addition of referencesof testimonials On your destination page can often improve conversions inUgmenting perceived value and reliability of your product or service. On the other hand, these elements are sometimes useless and can harm your CTA Bullying your page. What is the right option for your marketing campaign? There is only one way of knowing it …
The costs
Pricing experts understood The power of figures for decades. In the minds of consumers, € 4.99 seem much cheaper than € 5. Try to use these Subtle differences to your advantage By varying the way you present the numbers on your page.
