As marketers, sometimes you run into situations where you've come up with what you think is a perfect professional landing page design. Everything checks out and you're raring to publish.
But how do you know whether the page resonates with your target audience and you aren't suffering from a bad case of "creator's bias"?
Or do you have a landing page which you think can be improved, but you aren't sure where and you need to run some experiments to test your ideas?
The solution: A/B testing, otherwise known as split-testing.
A/B testing about is running a simultaneous testing experiment between two or more pages to see which page performs better. It avoids the risk of wasting your time and marketing budget fumbling around which landing page elements make a difference and which don't.
By creating two different versions of your page, you can discover which page design works better, test ideas and hypotheses you may have and support these ideas with data, ensuring every change produces positive results for your website.
Running A/B testing can help you learn how to drive more traffic and sales leads to your website more effectively. Small changes can make the biggest differences.
Effective A/B testing of landing pages can generate up to 30–40% more sales leads for B2B sites and 20–25% more leads for e-commerce sites.
Which elements should you test on your professional landing page? How do you recognise the elements you should spend more time testing and optimising? Here are four suggestions on where to conduct A/B testing on your professional landing page.
1. Offers
A/B-test different offers, formats and offer topics and how they compare in driving business results.
What types of offers convert the most visitors into sales leads?
Which offers help you push leads down the sales funnel?
E-books can perform better than webinars in converting visitors to leads whereas webinars are more effective than e-books in converting leads to customers. Offers like consultations and demos are more effective in closing customers.
2. Copy
A/B-test different messaging formats, copywriting styles and fonts.
Which headline formats and styles work more effectively to promote your offer?
How can your offer's benefits and value be positioned in your copywriting?
What types of social proof can you include to make your offer more attractive? Which format of social proof is most effective?
3. Form fields
How much information should your form ask from your visitors?
How does your audience react to different questions on your form?
Which form fields are most effective to qualify and nurture your leads?
Does your content perform better when gated behind a form or not?
4. Whole page
While tweaking individual elements, you must also consider the layout of the landing page as a whole.
- Image/video placement
- Form length
- Copy length and placement
- Placement of the CTA
- Colour choice of the page and CTA
A/B testing gives you time and means to experiment with your landing page designs without significantly affecting your company's bottom line. Optimise your landing pages now to improve the quality and quantity of leads you collect from them.
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