In the world of online marketing, it’s all about adapting with changes, tweaking your business, and analyzing the results. The same holds true for your landing pages and ad copy. Going live with your ad campaign and seeing a profit on your ad spend is great — however that is only the beginning.
While we would all gladly throw money at our ad campaigns to see continued profit, the real work comes in when you have to tweak, split test, and track how to continually pull a profit day after day.
The best way to see continued profitability is through the use of optimization and split testing. It’s actually such a hot topic, that my previous post on this concept got shared nearly 2,000 times!
In this article, I am going to look at five simple ways you can take your existing landing page, make a few changes and split test your results for improved conversions — best of all, I give resources, cases studies, and examples for each!
Mess Around with Colors
Yes, the colors of your landing page and call to action play a huge part in your conversions! For instance, did you know the color blue creates a sensation of trust and security, while red increases the heart rate and provides a sense of urgency?
While you may want your landing page to match the pretty colors of your logo or site design, your conversion and profit margins are much more important.
You can view this complete color guide to show what colors influence buyers and why — then think about the different colors you are currently using on your landing page and how you might be able to relate them better with your target audience.
Bring a Time Sensitive Call to Action
Every landing page has a call to action, but not all of them brings a sense of urgency like a count down clock or offering only “a limited number of supply”. It’s a silly tactic, but it still works extremely well. This is such a simple way to increase conversions on your site, yet so many marketers and brands neglect to implement such structure into their landing pages.
Crazy Egg has pulled together an excellent list of 21 call to actions that work well specifically for getting the end-user to take action quickly. To great news is that nearly all of these methods can be used for any type of offer, service, niche, or product you may be offering.
Know Where & Why People are Clicking
Another mistake many online marketers make is focusing too much on the look and feel of landing pages, without thinking about the complications and distractions it might cause when trying to convert visitors into leads. If you don’t know where and why visitors are clicking through your site, you are heading in the wrong direction. In this article you will discover how easy it is to set up heatmap tracking and why it’s so effective for both landing pages, web sites and blogs.
The important thing to remember is that the ONLY thing you want visitors to your landing page to do is take action. This means you should remove any and all distractions from your landing page that could be an outlet for them to leave your site, such as your navigation bar, a clickable logo or any other outbound links. This is one of the most simple ways to increase conversions, and a heatmap is a great way to track visitor behavior.
Incentivize Your Call to Action
No one really wants to give away their email address in hopes to get more mailing lists and potential spam. But when done well, popup windows work extremely well as as a lead generation tool. It has also become a valuable resource for others to learn what works and what they should be testing.
Take a look at your existing landing pages and popups and ask how can you make them better. If you want to put in the time and effort to really increase your conversions, you need to check out this guide on how to create popups and content upgrades for individual blog posts which helps sky rockets conversions.
Split Test Everything
Of all the points I mention, the most important is split testing. No matter how many changes you make to your page, if you aren’t split testing the results, there is simply no way for you to measure what is working and what isn’t.
For example, Jeremy Schoemaker was running a split test on one of his campaigns and made a simple switch from a green button to an orange button. The result was a quick swing of 3% to 5%, which is a big difference — especially when you look at the total difference in volume being converted into leads over the course of the campaign.
There are many different ways to run split tests on both your site and landing page. I’ve listed some great tutorials and expert guides below.
- How to A/B Test Your Landing Pages (Free Method)
- A Comprehensive Guide to A/B Split Testing (Infographic)
- A Beginner’s Guide to Simple A/B Split Testing
- 10 Reasons Users Bounce from Your Site Too Early
The Success of Your Landing Page and Campaign Relies on You
At the end of the day, you are responsible for the success and failures of your ad campaigns (this is especially true for affiliate marketers). All of the tools and resources are already out there, it’s simple a matter of putting them into action and following through.
One of the most common reasons why ad campaigns fail is because marketers or business owners throw up one landing page or set of ad copies and move on to the next campaign. This is the wrong way to approach online marketing. You must build out an effective landing page and continually tweak and split test it until you find what works.
Take the time to look at any existing campaigns you have in place, along with any failed campaigns from the past. At the same time, reflect back on what was highlighted in this post to see how you can bring some new life and profitability to your ad campaigns.
Featured Image: Image by Zac Johnson
All screenshots by Zac Johnson. Taken August 2015.
Subscribe to SEJ
Get our weekly newsletter from SEJ's Founder Loren Baker about the latest news in the industry!