8 Quick & Dirty Tips for Landing Page Optimization
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.
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
Don’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.
