Landing Page Optimization
Because your landing page is so crucial, and because, as they say, you only get one chance to make a first impression, it’s critical to ensure that your landing page converts as well as it possibly can.
It’s practically impossible to gauge every element of your landing page against the tastes and desires of your target audience. In fact, there have been times when ugly designs have vastly outperformed beautiful designs, and when copy that cost thousands of dollars from one of the world’s most well-known copywriters failed compared to a quick sales letter written by a product owner.
Sure, these instances could be considered “flukes”, but the fact is, they happen more often than you might expect. This is why it’s important to use split testing in order to optimize your landing page for optimum conversions.
Split testing is basically the process of testing multiple versions of a page, sales copy, or other marketing element in order to increase conversions. You can accomplish this with special software, or you can do it on your own by using multiple pages with your own unique methods of tracking results.
If you use a system like LeadPages or Unbounce, you’ll have split-testing abilities built right in. This is one of the things that makes these systems so powerful, because you can test the different iterations of your landing pages without using any additional software or incurring any additional expenses for testing software.