Testing and measuring the success of your landing page

The very existence of your landing page is to convert. That can be converting potential customers into actual customers through buying your product or service. Converting a prospect into a trialist through a free trial sign- up. Or converting someone into downloading your whitepaper, registering for your event, entering your competition. And so on.

So to measure the success of your landing page is pretty simple right? From all the people who clicked through from your email, SMS, PPC advert etc. – who completed the call to action (CTA)?

But how do you get people to convert? I recently published a blog post that gives you guidance on creating a killer landing page – in this blog we’re going to look at what you can do to improve on this. And who you can gain extra insight from.

It’s all about testing

Like everything else in marketing, to guarantee success you need to deliver the right message to your customer at the right time. But how do you know what works best for them? You test it.

1. Call To Action

Experience shows that softer CTAs like ‘Add to basket & claim your saving’ generates more clicks than hard CTAs like ‘Buy Now’. But sometimes the clicks for the harder alternative might prove to be more valuable in terms of money.

Hyperlinks in paragraphs vs. buttons. Some people are more likely to take action when reading a benefit led piece of text rather than an in your face big button. But what works best for your audience?

The position of your CTA is very important – as mentioned in my last blog. At the top of the page, in the middle, below the fold?

There’s only one way to find out these answers. Test. It’s important to remember though that every single person in your database is different. A good marketing automation platform will let you tailor your landing pages automatically so for one customer the CTA might be a hard sell button at the top of the page but for another it might be something a little more discreet.

2. Imagery

Depending on what you’re promoting on your landing page will dictate the imagery you use. But sometimes there are grey areas. Is an image of your product or service best for the case, a benefit led photo using real people or something more abstract?

3. Headlines

Headlines, like subject lines in your email are incredibly important. And there are many varieties you can try:

  • Explanatory
  • Benefit driven
  • Use stats
  • Ask a question
  • Something intriguing

4. Amount of text

This will rely heavily on where your reader clicked through from in the first place. If it was an email, I’m assuming there was a lot of content in there already which made them click in the first place. But a PPC advert will require your landing page to work a lot harder to ensure it succinctly gets across to your reader that this is indeed the right place for them.

However, saying that, your landing page still needs to sell. Try testing descriptive paragraphs vs. bullet points or short snappy sentences to see what makes your readers click happy.

Ask for advice

As well as testing you need get feedback on what other people think works well – sometimes from the most unlikely of sources.

1. Google Analytics

Installing google analytics is the most obvious choice to see how your landing page is performing and what is working best. If you haven’t already – install it now! Google make it really easy for you with this support guide.

2. Tracking installed in your marketing automation platform

Your marketing automation platform should also come with its tracking. Our WebInisght tool tracks customers and identifies anonymous web visitors so you know exactly what they’ve been doing on your web pages. It then holds all this information against your contacts in dotmailer so you can personalize your emails and landing pages and automate messages off their engagement. Clever stuff right?

3. Sales team

Your sales team are on the phone to potential and actual customers every day. Ask them what they think works well as they have access to knowledge which is like gold dust.

4. Your readers

Pop up forms on your landing page, asking your customers about their experience is a great way to get that all important information. Be careful about your timings though. If someone has been on your landing page for less than 45 seconds a pop up is just intrusive.

For your website it’s worth thinking about clicks – if they’re moving around to different pages it’s safe to assume they’re engaged so it’s worth using a pop up then.

I hope you’ve found this useful. And keep an eye out for our next blog by my colleague Michael who talks specifically about what you can do with dotmailer’s new Landing Page builder functionality!