From creation to testing, tweaking, and more testing, this conversion rate optimization process can help to increase conversion rates when done correctly.
Too many founders and marketers create landing web pages and forget about them. Even more frequently, marketers do one or two tests only to move onto another marketing initiative because they feel that they’ve learned all they can from their website visitors.
Think of your landing pages as a dynamic process. You should be able to learn from them on a recurring basis and leverage your winning results. Even after you’ve found scalable results, the landing page process will allow you to test those positive results and optimize further.
You can use your landing pages to qualify leads, test lead generation concepts with potential customers, and, of course, increase conversions. To do all of this and more, you’ll need a process.
Here’s the complete Tuff guide to help you write, build, and test landing pages.
Step 1: Landing Page Design Structure
Before you start writing copy or considering your image assets, it’s incredibly important that you design a landing page structure that is the right fit for your industry and audience.
Depending on if you sell a product or a service, your landing page structure will be different. For eCommerce product companies your landing page might feature an offer discount for your product and for startup tech or Enterprise SaaS your landing page might be collecting email addresses through an email signup form field.
Figuring out the basic building blocks of your landing page is the first part in landing page design. When you have that plan, then you are ready to begin your design layout.
A great way to layout your design is through a process known as wireframing.
Wireframes are a blueprint to define the information architecture and layout of your landing page.
For each landing page, you create, you should have multiple versions, but you’ll want the structure of the landing page to be the same across all the landing page versions. Being disciplined with this part of the process will allow you to learn faster during the test phase.
Step 2: Write The Landing Page Copy
Now that you have the structure of your landing page design you can begin the process of writing your landing page copy. For each section of your wireframe, you will want to create a landing page with 5 different versions of the copy for you to use during the revision and testing stages.
For example, all landing pages have a headline, description, and call to action. For each copy component of the landing page, you will want to write 5 different versions – 5x headlines, 5x descriptions, and 5 calls to action.
Remember that your copy should be human, original, and succinct.
With a landing page, you’re focusing your user’s attention down to one goal – to take the call to action (email signup, demo booking, purchase with an offer).
The call to action should be clear and concise, the user should have no problem understanding what you want them to do and what they get in return using the copy you have provided.
Step 3: Build 5 Landing Pages and Add Images
By step 3, you should have your landing page section structured with 5 sets of copy assigned to each section. The next step is to build 5 landing pages with the sets of the copy.
We recommend using a tool to help facilitate your build. This process should be pretty straightforward since you have already done the planning.
If you have a habit of making changes in the middle of a process, don’t. If you can’t help yourself, then have someone else on your team put the landing pages together using the building blocks you already designed and defined.
Now is not the time for you to try to guess what will resonate with your audience – we’ll get to that in the next step.
Once you have your five versions of your landing pages built, then you’re going to pick two of them to use in your first round of tests. We recommend getting feedback from your internal team on what they think will be the most effective two versions to test against each other.
Remember the structure and goals of the two landing pages should be the same, the only variables that should be different are the copy and creative.
Step 4: Landing Page Testing
To effectively drive traffic quickly and learn efficiently which landing page converts best, you will create a test campaign with two ad sets that contain the same budget.
Each of the ad sets will contain identical ads to the other ad set, the only difference will be the destination that you send the audience to in each ad.
For example ad A will direct to landing page v.1 and ad B will go to landing page v.2.
Run each ad for the same duration.
After the ads have completed their tests, then measure which one is the winner. You can do this by measuring your lead generation results or overall conversions.
You now have a baseline to build new tests off of to optimize your landing page, but you’re far from done. The only real result that you have is that you know that the winning landing page performs better than the loser.
Next, you will need to put your land page winner up against an even better competitor to learn and optimize.
Step 5: Optimizing Landing Pages
You will need to set up a new test where all the variables are the same except for one. Maybe you’ll choose to test a new headline or call to action in your second test.
To do a new headline, you would take your winning landing page and duplicate it, then change the headline to the new copy. You would then test the winning landing page from your first test against the new iteration.
For each new variable you test, you’ll need to do a new test. Once you have tested all the variables from your baseline winner then you should test against a new structure.
Finding a new structure will require you to repeat steps 1 – 4 to create a new landing page with a new structure and test it against your winning landing page from round 1.
To be successful at the landing page process you need to be disciplined at following the steps. Skipping them or combining too many tests at once within the process will result in a lack of understanding of what is driving positive results.
John is a Growth Marketer based in Denver, Colorado who has years of experience growing eCommerce Brands and working with consumer-focused organizations. He also has experience working in the Tech, Outdoor, and Travel spaces. When he’s not optimizing website conversion rates or launching influencer marketing campaigns, you will most likely find him on a bike or in his kitchen.