Start Converting Your “Misbehaving” Landing Pages.
Conversion optimization is a lot like getting a 2 year old to go where you want them to. You have to eliminate all distractions and point them down one path they can follow. Even then they can surprise you. I have 3 kids under 3 and they all need directions to follow. Chances are, your landing pages could use some direction as well. Consider these tips below to get your landing page at its peak optimization level.
If you’re still trying to imagine what it’s like to have 3 kids under three, the word “chaos” sums it up. So how do you control all that chaos? One step at a time:
Step 1: Diagnose your landing page.
Just take a look at where your page stands from a user perspective and in your analytics. Neither one lies! Is your landing page easy to use? Have you tested it with your target demographic? What is your current conversion rate? Do you know your current conversion rate? Uncover the facts first then start thinking about where you need to be. When I see my kids misbehaving, I can’t just let it continue to happen – I do something about it. Do something about your misbehaving landing pages!
Step 2 : Make a hypothesis
Ok, so after you diagnose your landing pages and uncover areas for improvement, it’s time to make a hypothesis on what changes could potentially increase conversions. Before you immediately say “Just redesign it!”, consider the following. I can’t very well approach my wife and say, “can we just start over with these kids?” I could, but she would laugh and say, ” just start small” – so that’s what we do. Start small by making the easiest corrections first. Those small changes could make a huge difference in conversion rate. This could be as simple as creating a stronger call to action or reducing the number of form fields. Here’s a quick fact for you: Did you know – in a past study of course – each form field you add to a form could potentially cost you about 3-4% in conversion rates?! Now, deciding what to actually change on your landing pages requires a clear goal and call to action. For example, if your goal is ecommerce sales, you may consider removing friction from your checkout system. If your goal is qualified leads you may choose to focus on conveying impeccable trustworthiness and credibility. After you develop your hypothesis, it’s time to test.
Step 3: Plan your strategy
So what’s it gonna be – negative or positive reinforcement? The answer always depends on your demographic and no, that’s not the only question you should be asking yourself. Let’s just say there is greater fear in the possibility of losing something than the possibility of gaining something. My little 3-year-old doesn’t always understand that if she does something right she will be rewarded in return. However, if you show her what she might lose, she immediately pays close attention. Now by all means, I would rather use positive reinforcement, but it doesn’t work at this time in her life! Every landing page is different and it all comes down to knowing the needs of your target demographic. So how will you get your customer’s attention? Consider a clear message that both resonates with your target and leads them confidently down the conversion path. In order to do this, you need to get to know them!
I know everything about my kids. I watch what they do and play with them every chance I get. When I’m not around, my wife fills me in with new stories and I learn even more. You can do the same with your target market. Ask your sales team about your current customers. Have conversations with your customers. Dive in and learn as much as you can. This information is literally priceless and is exactly what you need to know in order to provide tailored solutions. After you put together a great plan and develop concepts to test, what’s next? Let’s test it! If you have two completely different ideas, do an A/B test. Likewise, if you have many small changes to test, do a multivariate test. This is where your testing plan takes shape. Notice we haven’t touched a design program yet?
Step 4: Hand-off to the development team… it’s time to test
Ok, now you can hand it off to the designer & programmer. As a designer myself, it pains me to say that it takes more than design alone. With that said, landing page design that improves the user experience is hands-down the most important element when it comes to conversion optimization. Now, when optimized landing page design meets clear messaging, wedding bells ring, fireworks explode, and champagne falls from the sky. Well done team.
Never stop testing! Whether you receive negative or positive results, never stop testing. There is always room for improvement and the investment is well worth the return. Just because I’m successful at teaching my daughter how to walk, doesn’t mean I’ll stop there. No way! I will continue teaching her and improving her life. Do the same with your landing pages by continually pursuing increased conversion rates. You’ll be impressed how a few course corrections can make huge improvements.