Landing pages are essential for converting visitors into customers. Testing different landing pages can help businesses optimise performance and increase conversion rates. Once a customer or a visitor has landed on the page, it is the pages that interaction, guidance, ambiance, content arrangement, and presentation that determine whether a visitor converts into a customer.

Testing landing pages is quite a bold approach in performance marketing. It helps businesses determine which specific element on their pages or products is compelling customers to take action. But before testing any particular landing page optimisation approach, here are important things to consider:

Call to Action:

The landing page should include a clear call-to-action (CTA) message and a prominent CTA button. The message should be clear and compelling. The CTA button should be highly visible, contrast well against the content background, and remain accessible while scrolling.

Continuity:

You might have heard of integrated marketing communication. This concept is at play here. Traffic directed from ads or other platforms should receive a consistent message. The transition from an ad to a landing page should be smooth and coherent.

Content:

Content is king, it is going to convert a visitor into a customer. All aspects of content on the landing pages should be covered. The images, content, and interactive content should be optimised. Optimise the content for mobile devices, as most traffic originates from them. 

4 Different Kinds of Landing Pages to Test

Different types of landing pages can be tested to determine whether they retain visitors, raise awareness, or convert them into customers. Here are 4 different kinds of landing pages to test:

Comparison or Us Vs Them

These landing pages are effective when a business knows a potential customer is considering their product. They just need the final say to decide. These businesses don’t hesitate to show competitor products and comparisons as well.

On these landing pages, businesses can test whether a tabular or visual product comparison is more effective. When optimising these landing pages, businesses should categorise key features and highlight decisive factors such as price and specifications.

Product Overview:

If a business is promoting a specific product or service through an ad, this type of landing page is ideal for testing. It is a straightforward, simple, and to-the-point type of landing page. Visual content is necessary for these landing pages. Create and implement the visual content accordingly.

A product photo or video can reinforce brand recognition and enhance engagement through visual content. Social proof, such as testimonials and reviews, should be incorporated to build trust and credibility. It increases acceptance and comfort. Finally, the CTA should be compelling and the CTA button should be visible.

Advertorial Landing Pages:

If you want a long-term understanding and better conversions, then advertorial landing pages are the best fit to be tested. These landing pages enhance product credibility by providing in-depth information to an interested audience.

Subtle marketing techniques can be used to educate audiences about a product or service, rather than pushing for immediate conversion. Businesses can test a variety of combinations for these landing page optimizations. Like adding CTA in ads, or comparing the product with basic prototypes etc. This will provide the businesses with ideas on what to add to advertorial landing pages.

Listicle landing Pages:

To drive better conversions and have more traffic on the website, listicle landing pages are essential for any business. You may have encountered these landing pages, as they are often optimised for SEO. The better the SEO, the better the reach and conversions.

Selecting the right topic is crucial when testing this type of landing page. The content must align with visitors’ interests and search intent, as they are likely to engage with longer-form content. Adding jump links to get to a specific part of the content can also increase its effectiveness.

In short, the landing pages are the next step after a visitor has clicked the ad on the internet. For successful landing page optimisation, businesses must test and determine which type resonates with their audience and leads to higher conversions. By testing different landing pages, businesses can identify what works best for their audience and maximise conversions.

“Tested a few landing pages but not sure what works best for your goals? Book a free consultation with Qastco and let’s find the right strategy for your business.”