- Posted by Olivia Kingsbury
- On July 25, 2019
So you have a product or service you are looking to market. Great! You will need to test it. Why? Well, testing might sound like it requires a large investment of time, money, and other resources, but I’ve found the perfect low-effort, high-return workaround: building a landing page.
Why Landing Pages?
Using landing pages to test a new product or service idea allows you to collect valuable customer feedback while remaining agile, and can shed light on the overall viability of your proposed solution. But the best part is that landing pages don’t require a large amount of custom design and development work. You can use a generic template and generate the same result.
What Do I Test?
Virtually every landing page feature (headlines and body copy, images, colors, etc.) can be A/B tested to optimize performance. That said, you shouldn’t split test everything just because you can. Before trying to determine how layout and header images might impact user action, use landing page A/B testing capability to find out what consumers really want.
What Photos Do I Include?
If you’re testing a new product or idea, you’ll need to incorporate compelling imagery on your landing page. Strong visual elements help to communicate the value and desirability of your products. The more you can use images to show people what they can expect, the better since it gives you a chance to gauge interest. For consistency, leverage the icons and imagery provided with your landing page template to communicate your values visually. Also, use a similar aesthetic on your social channels to create a cohesive brand experience for customers.
How Do I Know They’re Successful?
The answer is KPI’s. Knowing which metrics and KPIs to pay attention is crucial. Things like click-through rates help demonstrate customer interest and engagement. As a benchmark, try to obtain a 25% conversion rate from a landing page’s first CTA. If you can’t do this, it might be an indication that your product doesn’t adequately solve your customers’ problems. Also, consider where people are coming to your landing page from. Conversions from paid search are a good sign that people are interested in what you have to offer. Typically, more conversions are associated with finding something of value, so consider adding a free benefit like a download, whitepaper, or early access.
The results of your landing page experiments should be seen as a guiding force that can move you in the right direction—if your original concept doesn’t pan out, don’t be afraid to tweak it and try again. For more help on generating winning landing pages and getting more business, reach out to Neil Okun for a free consultation.