Which Elements of Your Landing Page Should You Test?

2 min read

Two smartphone landing pages being A/B tested

The effectiveness of a landing page depends to a great extent on how frequently you test it and which elements you test. Testing your landing page gives you a clear picture of the effectiveness of the landing page and whether it can deliver the results you expect. Yet, at the same time, most of the landing page testing methods emphasize on testing each and every aspect. It can lead to a waste of both time and effort and the results might not be accurate enough for you to formulate a landing page strategy for the future.

After all, the purpose of testing your landing pages is to determine what your customers like and what works for them. It is not an exact science and there is a great deal of unpredictability and guesswork involved. At the end of the day, it is your customers’ perception of your brand which determines whether you are able to convert them or not. Keeping this in mind, there are certain elements of your landing pages you should focus on during the testing phase. Here is a brief overview of each:

  • The headline of the landing page. The headline gives visitors a quick idea of what to expect from the landing page as soon as they get to it.
  • The image/s of your product/service. You have to post pictures of what you are promoting to capture the audience’s attention. Make sure the image is high-resolution and also gives the visitors an idea of how they can use it, i.e. the benefit it provides.
  • Most significantly, you have to test the call/s to action you have placed on your landing page. Each call to action has to be clearly visible and understandable. Hence, testing them is the key to the success of your landing page. Check the calls to action in terms of visibility and ease of understanding.
  • The user experience the landing page offers. For this, you have to test
    • The navigability of the page
    • The clarity of the text
    • The amount of ‘white space’ on the page
    • The color and size of each element

So, these are the elements of your landing pages which you absolutely must test each time. If any of these are not up to the mark, make the necessary changes or else the efficacy of your landing page and long-term chances of success will decrease.