Landing Page Hot Tips

v2.0

You are browsing:

Testing Tips

Landing Page lessons related to testing the page browsing and checkout experience. When you are further with your optimization, kick off the Landing Page Pre-Launch Checklist.

#18

Sit with someone and see what it takes to convert

There are two ways to experience horror.

The first is to rent a gory R-rated film.

The second is to watch someone interact with your Landing Page. Truly horrifying, but the learnings are worth the trauma.

Hot Tip #18 is to sit with someone from your target market and study what it takes for them to convert.

#27

Step into your visitor's shoes

Hot Tip #27 is to step into your visitor's shoes.

📱 Load your Landing Page on mobile
💬 Read the text aloud
👆 Use the navigation
💳 Checkout successfully

Doing the above will expose conversion friction points in your Landing Page.

Once confident, see Hot Tip #18.

#57

Only A/B test high traffic pages

Hot Tip #57 is to only A/B test high traffic pages.

A/B testing (aka split-testing) with low data will lead to inconclusive and even misleading results.

A more effective use of your time is to optimize and market your primary Landing Page until your traffic increases.

How A/B Testing works - Comprehensive guide by the CXL team where they encourage testing over two business cycles, so it mitigates external events.

#76

Soft launch with a discount

Hot Tip #76 is to soft launch with a discount.

A soft launch involves moving your Landing Page from private server to live production without a grand public announcement.

After your first successful transaction live test, send an email (or segmented newsletter) with a healthy discount to a select audience.

This reward could be for their early-adoption signup or long-time loyalty. Remind them that they are the first to know about the discount and keep the tone personal.

This soft launch method allows for kinder — often more detailed — feedback which helps ensure your Landing Page Commerce pipeline is watertight before the announcement.

#98

Test new narratives

Hot Tip #98 is to test new narratives for your offering.

This is probably the most advanced Hot Tip in the series, but one worth doing if you have the traffic and budget.

We hammer on about Landing Page copy resonating with a visitor's specific — singular — problem. But what if your offering solves a few problems really well?

Primary narrative: Your time-tracking software is known for saving freelancers' time by automating their tax returns. Your API was one of the first to integrate with top tax authorities.

So your Landing Page could read: Tired of filling out tax returns? Our software 100% automates the tax return process for you.

Secondary narrative: Your software sends friendly reminder emails to clients with late payments, resulting in more overall cash flow per month.

This Landing Page could read: Losing control of outstanding payments? Our software reminds your clients for you and increases freelancer cash flow by 20%.

Duplicate your primary page, tweak the copy with the secondary narrative, and edit the imagery to spotlight the 'client reminder' emails. Now, set up a new marketing channel to align with the second narrative (late payment) and send them to this new Landing Page.

  • Repeat for a 3rd or 4th Landing Page

  • Assess results

  • Drop the Landing Page with the worst results

  • Increase the budget for the top performers

The above exercise epitomizes the power of Landing Pages.