A great landing page is one of essential elements of conversion rate optimisation. Conversely, a terrible landing page can have an actively detrimental effect on the number of bookings you receive, regardless of how much of your budget you spend on digital marketing and traffic acquisition.
A/B testing or landing page optimisation as it’s sometimes known takes a data-driven approach to adapting your landing pages. These changes seek to eke out the best performance possible, resulting in more reservations and better RevPar. With so many elements of a page to consider, it can be hard knowing where to start and which metrics to test to make actual page improvements.
So, how do you optimise your landing page to make sure it’s in the best possible shape? Read on to find out how to ace A/B testing and perform conversion rate optimisation like a pro.
- Performing A/B Testing
A/B Tests are hugely effective in deciphering what works and what doesn’t on your landing page. However, before you start, be sure you test only one variable at once, carefully defining what it is you want to test and ensuring your sample groups are equally split. A split sample group means your results will be accurate and changing only one element means you can effectively measure the before and after.
- Test Your Calls-to-Action
This is one of the most critical parts of your landing page, and will have a huge effect on your conversion rates. A weak or overly demanding CTA is off-putting in the extreme. Placement of CTAs is also a vital element to consider. Studies have proven that calls to action placed before the ‘fold’ (or area where scrolling is required on a webpage) are 80% more effective than those placed below it. This doesn’t mean placing a demand on a customer before they’ve had a chance to find out more about it – be sure to introduce your offering bit by bit to ensure conversion rates optimisation, providing enough enticement to proceed without being overly pushy or aggressive in your tactics. Testing your calls to action is a must, especially if some pages aren’t delivering the amount of bookings you expect.
- Optimise Your Images
A landing page without images will tend to look sparse and unappealing. Likewise, the use of unnecessary or cumbersome images ‘just for the sake of it’ achieves nothing but confusing your prospect and detracting from the substantive elements of your landing page optimisation. Be clever and purposeful in your selection of images and their positioning to generate the best results. Test different header images using A/B or split testing to find pictures that push up your page performance.
- Test Your Copy
There is a great deal of difference between advertising copy and good landing page copy, though the two are often confused due to both being predominantly written in short-form. A strong header and sub-header and strong calls to action are great – but they must also be approachable and informative in order to increase leads. Save your ad copy for the methods you use to drive visitors to the landing page in the first place, and keep your landing page copy pertinent to the specific needs of the page type.
Test different copy lines and various introductions as a means of gauging which resonates best with your visitors.