Conversion Rates

8 Quick & Dirty Tips for Landing Page Optimization

By Kathy Lamphier June 07, 2011 Posted In: Conversion Rates Comments: 15

Based on my own experience building landing pages and a few landing page optimization (LPO) webinars and courses I’ve attended, I’ve put together some quick tips to optimize your landing pages for conversion. Because once you get a click you’ve got to get ‘em to convert, or the click is pretty worthless.

1. Limit the Number of Offers

Put one offer on your landing page – don’t make people choose from multiple offers. Every time you make a person choose you risk losing them.

2. Limit the Number of Links

Limit the number of links you put on your landing page – even try removing all the links leaving only the registration form. If you have multiple links on a landing page you risk taking a person off the landing page and losing them.

3. Keep the Registration Form on the Page

Whenever possible put the registration form on the landing page. The goal is the fewest clicks possible. Don’t make the prospect go to another page to fill out the registration form.

Grade your landing pages today!

4. Test Form Fields

Test the types of fields you use on your registration form:

  • Simple text box (i.e. asking for name or email)
  • Select box or dropdown list
  • Open text area

A simple text box requires less work from your prospect than picking from a dropdown list of options. And a dropdown list is less work than answering a question by filling in an open text area – for example "describe your biggest challenge." The dropdown requires less time and less thinking.

5. Test Number of Questions on Your Form

Three form field questions on a registration form might be the optimal number. You may want start there and test adding additional form fields. 

6. Test the Call to Action on Your Button

Call to ActionDon’t use the word “submit” on your registration form button. Try words like “Click here” and “go.” The word “submit” has a negative connotation and other words can generate more from submissions.

7. Try Splitting the Form into Two Parts

On the first page ask for the email and note that this is step 1 of 2. On the next page ask for additional information – and be sure to carry over the email address from the first page. This allows you to re-market to the people who abandon the form on the second page.

You’ve already paid for the click at this point so do what you can to capture their email.

8. Save Time by Testing Multiple Changes at Once

I’ve you’ve got a lot of changes to try on your landing page, implement them all on your test page for your first test to see how much of a change you can get versus your existing landing page. You can always go back and test each individual element later – but that will take more time.

Disclaimer – none of these tips or ideas are set in stone. Every business is different, so it’s important to test any changes against your current landing page and registration form to see if they work for your audience.

(Read more: Design the Best Landing Pages for Your Google AdWords Account)

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Comments

Tuesday June 07, 2011

Rebecca Haden (not verified) Said:

Great summary. I especially liked the idea of capturing the email address when you're using a form that asks for more info -- prequalifying leads can be worth losing some, but keeping the ones you've paid for is better yet. Testing multiple changes at once isn't necessarily a time saver, though. Not only do you have no way of knowing which changes were beneficial, you also won't know if some changes had a negative effect which cancelled out other changes' benefits. If you have a lot of variables, you can't really call it "testing."

Tuesday June 07, 2011

Kathy Lamphier Said:

Hi Rebecca,

Thanks for your reply! I see what you're saying about testing mutliple changes. At one of my previous jobs I optimized a landing page based on a course from Marketing Experiments - plus their live suggestions for my specific page during the course.Since there were quite a few changes - layout and copy - and little time, my team chose to test the new page with all the changes vs the old page to look for a statistically significant increase in conversion - which there was. The plan was to then go back and try testing some of the individual changes over time - original page vs optimized page vs orignal with one of the major changes, repeat test with another of the changes, etc. However we ended up not having the time to do that type of testing.

If you have suggestions for how to best conduct a landing page test across lots of variables it'd be great to share that with our readers!

Best,

Kathy

Tuesday June 07, 2011

Gary Martin (not verified) Said:

People need to think that a landing page has one purpose. That is to get people to opt in to your email list. There should be as little else as possible so the visitor isn't distracted to click on anything else. I would also say to test the "big things", such as headline, subhead, call to action. That will get the fastest results.

Wednesday June 08, 2011

Kathy Lamphier Said:

Hi Gary,

Thanks for your comment. Nice tip re: testing the big things.

Best,

Kathy

Wednesday June 08, 2011

Cindy Johnson (not verified) Said:

You're right. It's all about conversion and the landing page should be 100% focused on getting that from the visitor. Nice summary.

Wednesday June 08, 2011

Kathy Lamphier Said:

Hi Cindy,

Thanks for your comment.

-Kathy

Sunday June 12, 2011

Lisa (not verified) Said:

Hi Kathy! Cool tips! Yes,'sumbit' sounds like a mandatory requirement. Be creative and fun! Encourage your readers to 'fill it up' and let's get moving!

Monday June 13, 2011

Maneet Puri (not verified) Said:

Ahh.. great post. I'm planning to create a landing page for business website. Seems it will be of great help..Thanks

Friday June 17, 2011

Doug Morris (not verified) Said:

I would have never thought to test the form fields. Great advice!

Monday June 20, 2011

Allen Sayer (not verified) Said:

Cool checklist of things to start with. Whilst I appreciate the importance of testing one thing at a time... I think you have to make a major difference. In a few instances I've had variations that were 'too' similar and conversion difference was like 49% vs. 51%. In future I'll be looking for big changes and (hopefully) big changes to profits to!

Tuesday July 19, 2011

Brent Brague (not verified) Said:

Kathy, Thank you for the great article, your advice is sound for any LP. This topic is near and dear to my heart as i have a LP optimization tool that is currently in beta. I would love to give you a free beta license for you to try if you are interested, (you can look at our site first before you respond at conversiondoubler.com). I look forward to future articles- Brent

Monday January 30, 2012

Martin Smith (not verified) Said:

Good points Kathy, Not a lot of people understand the importance of the landing page or how fickle people are in thier responce to possiblitly of actually expending a lttle effort and signing up before leaving for greener fields. As long as thier is good insentive for thier effort they will sign up. I will be sure to follow more of your posts. 

Thursday April 19, 2012

Nigel Merrick (Photography Coach) (not verified) Said:

Some great tips here, Kathy, and a nice quick read to refresh my memory of what I need to be focused on! Regarding #4, I've found that reducing the amount of information we ask for on the form really helps improve conversion.

Thanks for posting this! Nigel

Monday November 26, 2012

Arun Nair (not verified) Said:

Hi Kathy, finally I got the answer from your 3rd point that what to do for organic landing page. I have still one question about organic landing page.

May I put my forum or CTA above the fold? Which place is better for conversion?

Looking for positive reply & need to know your opinion.

Thanks
Arun Nair

Tuesday March 19, 2013

nhick (not verified) Said:

Love the title, haven't tried some of the techniques here, hope to try it out soon, thanks a lot.

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