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Landers Conversion Rates: Top 10 Split Testing Tips to Increase Yours

Steven 4 responses Internet Marketing

A landing page is the page a reader lands on after they’ve clicked on a banner ad or a text ad, like Adsense ads or the ads you see on Facebook. You can’t really tell them anything in those little 125 X 125 boxes or those miniature 3-line text ads, so you send them to a landing page where you have more room and you can really tell them what you want them to do.

Most landing pages have a few lines of highly targeted text, a couple of bullet points, and a call to action – Subscribe Now! Or Get It Now! And most affiliate marketers, at least the successful ones, anyway, will split test their landing pages for better conversions. If 100 people visit your landing page and they don’t all complete your action request, then your landing page can always be improved.

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split testing increase landing page conversion rates

Split testing can be tedious in the beginning. It involves putting up 2 similar landing pages, seeing which one converts better, and then tweaking, tweaking and more tweaking until you feel you’re getting the maximum conversion rate. With a little practice though, you’ll begin to create better landing pages right from the start. Again, though, if your page isn’t converting at 100%, there’s room for improvemtn. Here are 10 split testing tips to increase your lander’s conversion rates.

  • Relevancy: The most important thing you can do is make sure your landing page is relevant to the ad the reader clicked that brought them to the page. If you ad says they’re going to see information on monkeys, then make sure that’s exactly what your landing page is about. The first thing most visitors look for is relevancy and if they don’t immediately see it they’re gone.
  • Optimize for traffic: Try optimizing your landing pages for the traffic source. For example, if you’re sending traffic from Twitter, set up a separate landing page and put ‘Welcome Twitter User’ right up at the top. This grabs your visitor’s attention and keeps them on the page just that much longer. Of course, this means you’ll need to set up a separate lander for each of your traffic sources. But that will just improve your split test results.
  • Friction: Your goal is to create a landing page that leads your reader to complete the action. Too much textual content can make it difficult for your customer to cut through the crap, so to speak. Go ahead and plan out exactly what you want to say, and then eliminate 50% of it. Keep it short and sweet.
  • Obstacles: You also need to concentrate on removing all the obstacles between the reader and the button. Make sure you don’t have any ads or links on that page that might distract the visitor. Then try adding your contact information or a seal of guarantee. Something that will help establish trust.
  • Colors: The colors you choose for your landers will have a tremendous effect on your conversion rates. Blue backgrounds get the highest conversions. But not too dark and not too bright. Blue and yellow make a great combination. The color blue makes the reader feel calm and trusting. And yellow is a bright, positive color. Green and yellow are another good combination. And the best color for your button is orange.
  • Wording: Maybe your text is scaring them away. Instead of using words like Buy or Subscribe, which bring to mind money and expense, try words like Get or Follow or Give Me.
  • Fonts: Cute fonts are out. Some people find them too hard to read. Use standard fonts like Times News Roman or Arial, fonts your visitors are already comfortable with. Font colors are important, too. Be careful using Reds. If your split tests indicate a problem with your headline, it could be because red sometimes makes readers feel afraid or cautious. Try orange or maroon instead.
  • Clarity: Are you tell you visitors exactly what you want them to do? Maybe you’re using too many words. Or not using the right words. As suggested above, cut out 50% of your text. And then make sure what you have left clearly states your call to action. Don’t be shy. Tell your visitors exactly what you want them to do.
  • Use directional cues: Instead of using text to tell your visitors to ‘click here for more information‘, try using an arrow with the words, ‘Look at This!‘ Arrows, gradients, pointing fingers, even the eyes in images, can all help pull your visitors’ eyes, and their attention, down to the button.
  • Use video: If your page still isn’t converting try using a video to convey your call to action. Nothing is more powerful than video.
  • Social proof: A lot of people want to know that other people bought this product and loved it. Include testimonials, videos, counters, whatever it takes, to provide social proof to help instill trust.

Remember, unless your page is already converting at 100%, there’s always room for improvement. Try these 10 split testing tips to increase your landers’ conversion rate.

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4 Comments

  1. Andrew

    Hi Steven, thanks for the post. What are your thoughts on services pages? For example, I think they should be similar to landing pages because the prospect is more likely to be interested than if, say, they land on the Home page. So, as a rule, I like to write services pages in a more direct-response way without distractions like links to other pages.

    I’d be interested in your thoughts.

    1. I’m not exactly sure about what you call “services pages”. But if you check my About page and my Newsletter page, you’ll see that they are designed like landing pages: no distracting sidebar, no exit link, only signup forms.

    2. Andrew

      Hi Steven, thanks for that. What I mean by a services page, is one dedicated to a specific service or product category. For example, a furniture manufacturer might have one dedicated to dining room tables.

      Anyway, I’ll check out your About page.

      Andrew

    3. Ah ok, I understand now. Thanks for clarifying, Andrew.