Unless you’ve been living under a rock, you’ll be aware that spring has well and truly sprung. As we head into the warmer season, what better opportunity for some website testing and analysis? Think of this as a spring clean for your site where all the unnecessary clutter is removed in favour of optimised design and functional features which add the most value.
Regardless of the size of the site or your experience with testing tools, the following 5 techniques – specifically designed for testing the landing page – offers invaluable insights for ongoing improvement.
Utilise multiple CTAs
Why limit yourself to just one call to action (CTA) on the landing page? Instead, try utilising two, even if they are exactly the same. Some people prefer to place their CTA above the content with the assumption that the user would be more inclined to notice and click through. However, that may not be the case, so it’s worth placing an identical CTA below the content, or on the opposite side of the page. Now test both of these for a specified time and see which one comes out on top. You may be surprised by the results!
Add more subtle forms
In the ongoing challenge to capture as much information from the user as possible, it can be tempting to include lengthy forms on the homepage. But is it really wise to ask for a name, address, card details (for a free trial), dental records, favourite colour (you get the gist) on this initial page? Try going for something a little more subtle by removing as much of the unnecessary information fields as possibly. Simply ask for an email address instead. While it may seem like your losing out on data, after testing you may find that conversions sky rocket.
Rework the imagery
Leading brands spend substantial sums of their marketing expenditure to test which images work best on their site. Take a leaf out of their book and begin a simple A/B test to determine which images are keeping users on your site for longer. A good place to start is by testing photos with people compared against those without. Other common tests include the placement and size of the image as well as bold header images compared to more understated ones. Only by running an A/B test will you determine what the consumer wants to see.
Make it super relevant
Content is just as influential to your site’s overall experience as the images. A fascinating way to optimise the effectiveness of your content is by first looking into the traffic statistics for your landing page using Google Analytics. Determine which are your highest volume markets and then create new copy which is totally relevant to these visitors. Run a simple test and analysis to see whether this new content brings better results than the previous one.
Getting navigation right
It’s a hotly debated subject and there’s no decisive answer as to whether no or limited navigation is better than full navigation. This all comes down to the specific workings of a website and the optimum journey taken by the user. As with most of the above, testing two sides of the coin can provide interesting results. Start by testing no navigation versus full navigation. If full navigation is the clear winner, then go onto test more secondary navigation options which may help the user find information quicker and easier.