Here are some tips to stick with when your goal is conversion optimisation.
1. Test: Never stick with one version.
Have multiple versions of your page available, and see what works. Of course, you need to control some testing factors. For instance, to see which landing page works best, test at the same time and with the same circumstances. Don’t compare data from different historical points. There are several factors at play so circumstances need to be the same, as much as possible. Only this way can you deduce accurately which landing page works.
2. Don’t limit your tests to just two versions:
The online consumer is a complex creature. Certainly, they are more complicated than just two versions of your landing page. Limiting to two may be limiting your conversion. Imagine that you have version A and version B, and B gets more clicks. That doesn’t mean that version K would be no better than B. Version K might even overtake B when it comes to clicks. Of course, this does not mean investing in endless landing pages. Version K can be part of a multivariate test version, with just key components mixed about to see which works.
3. Don’t fall in love with your page:
Sometimes, we can’t help it. We really like the design and deem it as the best for your landing page. Don’t fall in love with it. Be ready to make other versions and move things around. You will only see telling testing results only when you make clear defining changes.
4. Don’t optimise when you don’t need to:
Optimisation is an investment in time and manpower. It is a necessary task. However, it is not needed on certain pages. Landing pages – definitely, you need to optimise those. However, skip optimising efforts with back pages, such as the last page of your order form. Hardly anyone lands on those pages.
5. Run your test for at least two weeks:
This two weeks should include 2 weekends. People tend to spend more personal internet time on weekends. You will get a more accurate result then. Analyse your results and then implement the version that works best.
6. Lastly, ditch some rules: Of course, there’s always an ideal way of putting together your website and landing pages. There’s wisdom in following how this is done. After all, it has worked for countless of online businesses. But then again, not every business is the same. Not every conversion goal is the same too. Vary your test landing pages according to your target market and yes, your gut. If your gut say there’s a different way of doing things, then perhaps it will pay to try this out.