A Landing Page Conversion Teardown In 20 Questions
VWO has a landing page analyser that asks you a bunch of yes/no questions and then tells you what to focus on to improve the conversion rate of your landing page. It’s fantastic, please check it out (link in the footer).
I am not 100% with some of the suggestions though. VWO doesn’t follow all of their suggestions on their own site. So I used their questionnaire as a starting point to come up with the 20 questions I currently use to audit a landing page. I don’t have any empirical data to back these up (I intend to gather it over the next few months). The whole point is to test these for yourself.
What do you do?
- Could a child understand what your product does, based on your headline?
- Does your headline clarify who your product is for?
- Does you byline explain how your product does what it claims to do in ten words or less?
- Does your landing page contain a screenshot, demo or sample of what is being offered?
Why should I care?
- Does your landing page explicitly explain what your product can do for your customer? So benefits in the first paragraph, not features.
- Does the copy clearly explain what advantages your product has over other existing solutions?
- Does the copy include impressive metrics that summarize the product’s utility or popularity?
- Do you offer anything for free on your landing page?
How do I believe you?
- Does your landing page show proof of benefits (such as case studies) that you promise?
- Do you prominently display icons/images to assure the safety and security of data?
- Does your landing page contain testimonials (or logos) from existing customers?
- Is your landing page on HTTPS?
- Does your landing page offer a guarantee or refund?
- Does your landing page address the most common objections for people?
Where do we begin?
- Does your landing page contain a single offer for visitors to choose from? If you have multiple offers, consider building multiple landing pages so each one is relevant and targeted.
- Is your call-to-action, headline and core benefit located close to each other? Try guiding the visitor by placing important persuasive elements next to each other on the landing page.
- Is your call-to-action above the page fold? To avoid the case of visitors not scrolling down, try moving your call-to-action above the page fold.
- Your call-to-action is obvious twenty steps away from the screen (size, colour, contrast)?
- Does your call-to-action start with a verb and describe what will happen next ( Start trial, See pricing, Join waiting list)? Persuasive text on call-to-action makes it easier for the visitor to think of a reason to click on it.
- Does your landing page have less than three outbound links? Ideally, a landing page should have no external links so that a visitor does not get distracted. -Is your landing page a single-page experience? Single-step landing pages work much better as compared to multi-step landing pages.
The goal here is not to be able to answer YES to all of these questions. The goal is to use these best practices as a starting point for your AB tests. I must emphasise that collecting data on how your customers use your product is the best way to inform what you should test. These questions are only a fallback if you don’t have enough data or if you can’t find any obvious bottlenecks.
If you’d like to read more posts about conversion optimisation you can follow me on twitter @joshpitzalis.
This is post 4 in a series. The rest of the posts are listed here.
- VWO’s landing page analyser