When somebody starts talking about experiments, you immediately visualise a man wearing a lab coat, surrounded by different kinds of apparatuses, all geared to undertake a very ‘important’ and ‘complex’ task.

After all is said and done, are experiments really worth it? Absolutely, no matter what the result!

In case of landing pages however, the following experiments are likely to yield positive results only:

Short form or long form?

Let’s kick it off with form length. There’s always a lead generation tradeoff when we talk about this because with a short form, you’ll get more people to fill it out, although they may not be as well qualified as the ones who filled out the long form – those who really need your content or offer will always take the time to fill out a long form.

Figuring out which is better for you can be done via split testing or A/B testing different form lengths on more than one versions of your landing page – and then tracking customers through your buying cycle in each case. This article on landing page A/B testing is really worth checking out if you want to learn more about how to do this properly.

Landing page layout

This certainly sounds like a major experiment, but it doesn’t necessarily have to be. Changing up your landing page layout may be as straightforward as moving your lead form from one side of the page to the other.

In fact, this becomes even easier when you have different customised templates to try. Just copy/paste the content from the previous landing page template to the new one and see how it fits the bill. Our team can design fully customised brand-focused landing page templates for you.

Social proof

Social proof is a very important psychological principle which businesses use to give more weight to their landing page. Even something as simple as social share buttons along with each channel’s respective count – or, for example, the total number of people who have subscribed to your newsletter – can ultimately give you more conversions.

Trust seals

Trust seals are the little logos you have likely come across on other landing pages, typically at the end, which lets the viewer know that their personal information is fully safe and secure. For instance, you may have noticed the TrustE or Better Business Bureau logo on sites that obtain sensitive information in order to provide products and services.

Particularly on e-commerce websites, these trust seals can prove to be very beneficial, making your prospects feel more at home and building a sense of trust. More trust equals more conversions.

“Forward to someone” button on the Thank You page

When someone fills out your lead form to receive “the goods”, chances are they will like what you offered. In fact, they may like it so much that they might want to share it.

Just like you gave the option of sharing your content or offer through the landing page via social share buttons or a “Forward to a friend” button, there’s nothing stopping you from doing the same on your thank you page. Most people are all too willing to share something that they valued, so that’s a couple of extra conversions for you right there.

Play around with image alignment

Are your landing page images always in the same spot? Think about changing this up – perhaps move them to the centre, or a left/right alignment can potentially boost conversions.

It’s a really small change – one you might even deem unnecessary – but you may potentially see a jump in conversions, so you’ll never know for sure until you put on your lab coat and experiment!

Top navigation bar

Ideally, you’d want to have no navigation bar at all on your landing pages as it can be distracting for your visitors. However, depending on your overall marketing goals, this may or may not be a good idea although studies have shown how landing pages without the nav bar convert at a higher rate.

As always, experiment away.

Headline copy

We probably should have placed this one on top but then again this list is in no particular order. A great headline that’s both enticing and compelling isn’t just reserved for blog posts or social media posts. A descriptive and catchy headline for your landing page is just as important because it can potentially work to hook your visitor’s attention, converting them into leads. We can literally count the number of great landing page headlines on our fingers, which took visitors straight to the lead form without them ever scanning the entire page to begin with!

Bottom line: a great headline can be a very powerful tool so it’s important to consider your value proposition and decide how to include that in the headline. Don’t forget to integrate a few industry-leading keywords!

Can you think of any other landing page experiments or ideas to help boost conversions? Our team has dozens and dozens of landing page optimisation and conversion boosting ideas, as one of the things they do particularly well is design and optimise landing pages.

Published On: February 20th, 2023 / Categories: Content Marketing, Marketing Strategy /

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