In website analysis work, we often need to obtain various decision-making data to optimize conversion rate (Conversion rate), such as optimizing media placement, keyword advertising and content network websites through website analysis data, etc. Many advertisers may have neglected to optimize their landing pages. Often, most conversion losses may come from the landing page!
You may have used A/B testing in Google Website Optimizer to get a landing page with a higher conversion rate through several weeks of testing; or you may have used Google Website Optimizer's multi-variable testing tool to test changes to web pages. Detailed elements to compare the impact of all web page element improvements on conversion rate (Conversion rate)! For example, in the first test you only changed the title of the Landing page, and in another test you added a larger button with a call-to-action statement. All these improvements can be run at the same time, and the comparison between before and after improvements can be obtained. data!
Below we have compiled and analyzed the important test elements that affect the landing page in the practice of SEM projects:
1. Contact/Call to action (button or element)
position on page
button color
Button copy (the same button is used in multiple places on the web page)
2. Form/Shopping Cart
Length and form
The location of important links (e.g. users
Form and content (overly complex forms, demanding required fields, etc.)
3. Title
Title color, size, font, etc.
The position of the title on the page
Relevance of title and keywords (search advertising)
Subtitle (whether it contains a subtitle)
4. Content and induction
Is the product/service description attractive?
Pictures (excellent product pictures can often increase customers’ impulse and desire to buy)
Call to action (such as attractive discounts and activities to attract users to purchase)
Action induction (attracting users to take immediate action, such as purchasing immediately to receive a 100 yuan voucher)
5. Credibility
witness
case study
Successful customer logo
Credibility mark (for example, telling users that all products are original and authentic, what kind of quality guarantee they can get, etc.)
Additional test content
Contact form
Landing page color
Landing page key images
Landing page video content
landing page animation
Product Quotation/Advantages
Target page navigation (main navigation and drop-down auxiliary navigation)
Featured products
KPI conversion steps
Shopping cart funnel (which key links in shopping do users lose)
add to cart button
Now you can start testing these elements of your landing page by following these steps:
Step1: What goals do you need to achieve?
conversion action
Audience (understand which user groups you are targeting)
Step2: Value proposition
The advantages of the product and what value it can bring to users
What benefits can you get by buying now (such as getting more discounts and getting some gifts, etc.)
Step3: How should you plan your tests?
Will you test at every stage?
What are the testing goals for each phase?
Step4: Landing page test, where should I start?
Please refer to the list above
Regarding Landing page testing and optimization implementation, Google officials have very detailed instructions.
We have used Google website optimization tools to test and optimize the landing pages of many customers. By testing and optimizing the above elements, we have greatly improved KPI conversions in a short period of time!
Author: david.wu Original address: http://www.adsem.cn/592