Test your landing page to improve conversion

Based on Landing Page Case Study: How We Improved Conversions by 79.3% by @peep_laja

Contributors

@attila.toth

Business benefits

Find out what works for your users and keep iterating.

Analyze your current landing page using Google Analytics to see which devices generate most of your traffic.

Set up mouse-tracking data collection (click data, scroll maps, and attention heat maps).

  1. Use a tool like Crazyegg or Hotjar to record heat maps.

Use a tool like SessionCam to record user session videos to see real-time user behavior on your landing page.

Use a tool like Google Forms to run online surveys, to understand your audience better.

Formulate questions that help you understand why users are visiting your website, what problem they’re trying to solve, what information they’re looking for, and whether your product is helping them solve the problem.

Use incentives – ideally related to your product – to increase the number of responses you receive. Pick incentives for people based on their progress along the customer journey. Remember not to punish old customers by giving the best incentives to the new ones. Many brands do this and hurt their loyal customer bases because they focus on short-term gains.

For B2B brands, tie incentives closely to the time value of those who complete the survey.

Example survey incentives in the B2C cycling industry

Those who completed the survey received:

  • Existing customers who recently made a purchase → 1 year of extended warranty on their bike.
  • Existing customers who hadn’t recently made a purchase → 10% coupon on their next purchase.
  • Users who hadn’t yet made a purchase → 5% coupon on their first purchase.
  • Visitors who were not yet users and didn’t fit into previous categories → all took part in a lottery with the chance of winning a bike.

Gather insights from your analysis in steps 1 to 4, and infer hypotheses and test ideas.

  1. For example, the same analyses were run on TruckersReport landing page (a website that helps truck drivers find better job opportunities) and from their online survey, they found that their users wanted three main things: better pay, more benefits, and more home time.
  2. So they inferred the following hypothesis based on that insight: “Copy that addresses the most common problems truck drivers face, using the wording they actually use (taken from the customer survey), will resonate better with the audience.”

Use insights from previous tests to infer more hypotheses and drive upcoming tests.

  1. Don’t think of the process as one-off tests but as testing campaigns.

Send test data to Google Analytics, and segment the results.

  1. For example, you can segment based on device, in mobile and desktop users, or you can look at existing vs. first-time customers.
1 Like

Would recommend adding some kind of incentive (ideally, related to your product or service) to increase the number of responses.

2 Likes

Hey @attila.toth welcome to the community,

Thank you for your feedback on this step. I think indeed its a useful tip to incentivize the completion of forms.

Do you have a couple of practical examples that i can add to this? Then i can add this into the playbook so other users can digest it straight away.

Then i can also add you to the byline as a contributor?

Thanks @hesh_fekry, sure you can add me.

Here is a quick example, but below also added a framework that can be applied for finding the right incentives.

Example: (B2C - Cycling industry)

Those who completed the survey got the following:

A. Existing customers who recently made a purchase → 1 year of extended warranty on their bike
B. Existing customers who recently didn’t make a purchase → 10% coupon on their next purchase
C. Users who didn’t make a purchase yet → 5% coupon on their first purchase
D. Visitors who were not even users & A, B, C categories → all took part in a lottery with the chance of winning a bike.

Framework:

Place your audience on the customer journey and define incentives based on their journey status. Remember not to “punish” old customers, by giving the best incentives to the new ones. Many brands do this and hurt their loyal customer bases because they focus on short-term gains.
In the case of B2B brands incentives should be tied closer to the time value of those who complete the survey.

2 Likes

This is great thank you @attila.toth

Will get this edited into the playbook and put you as a contributor.

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Thanks @attila.toth – added :partying_face:

Would you mind taking a look over step 4 and letting me know if you’re happy with the way I incorporated your feedback?

2 Likes

Thanks, @naomi_kramer, it looks good!

2 Likes