Landing pages are one of the most important parts of your website. 
They present a make-or-break deal for your website – if your visitors do not like what they see in your landing pages then they won’t just refuse to buy your products or services.
They are also likely to refuse seeing the rest of your website as well, much less come back for a return visit.
If your website’s landing page has a remarkably high conversion rate, it means that your marketing strategies are working.
Whatever it is you are doing to get people to your visit your site is effective. Unfortunately, it’s your landing page that’s failing.
Your landing page is supposed to convince people to stay and – in time – buy your products or services. These actions spell out high conversion rates for your websites, which translate to sales.
Low conversion rates can be changed by improving your landing page. But for that to work, you need to identify possible problem sources and – afterwards – come up with several viable alternatives to address the flaws in your website.
What’s Wrong with Your Landing Page?
At this point, you do not need to perform multivariate testing just yet. Rather, you should focus on evaluating the current version of your landing page and try to figure out which aspects of it are failing to make a vital connection with your target market.
Here’s an infographic explaining the concept of landing page testing:
Relevance
The first thing you need to consider is the overall relevance of your website.
- Is it speaking the same language that your target market uses? If you are targeting teenage customers then your landing page should sound as if it was written by and for teenagers.
- Does it clearly explain the benefits of your products and services? Don’t focus on the features and specifications alone. For most consumers, those are all just a bunch of words and figures. To make such data matter, you need to the kind of positive impact they will have on your customer’s life.
- Does it address – even indirectly – the competitive advantages your business has over the competition? It’s impossible for your customers not to at least wonder a little how your products and services would compare to those offered by your competition. With that in mind, you should take the initiative and explain to your readers – through your landing page – why they are better off choosing your business over the others.
Quality
Your landing page must be clear proof that you have exerted a lot of effort in its design, construction, and content. The care in which you have exhibited in preparing your landing page will be proof that you care for your customers.
Navigation
Landing pages can consist of several tabs. If this is true in your case, then it is important to ensure you can offer your customers easy and quick accessibility.
Simply put, it has to be easy to navigate. Your customers shouldn’t need a site map just to figure out which part is which and where it is located in your landing page.
Calls to Action
Finally, the success of landing pages heavily relies on your calls to action.
- Urgency – The best calls to action emphasize the need for immediate action. You can create a sense of urgency by including a time-limited offer for your products and services.
- Succinct – Calls to actions are brief and go straight to the point. No word is wasted in explaining what you have to do and what you can get if you perform the desired action.
- Prominently positioned – Most calls to action are placed at the very end of the landing page, but you don’t have to limit yourself to that. Landing pages can contain more than one call to action but only if they are spaced apart properly and they are all prominently positioned as well.
Choosing the Best Solution with Multivariate Testing
With the aforementioned factors, you will be able to determine major problem areas in your landing page.
From there, you should be able to devise several solutions. As to which of them is likely to work best as a whole, the answers lie in what your multivariate tests would reveal.
Ruben Corbo is a freelancer writer which specializes in different topics including technology, online marketing with Multivariate Testing, Product Recommendation Engines, music, art, and motivation. When Ruben is not writing he is producing and composing music for short films and other forms of visual arts.