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Welcome back!

We hope everyone’s ready for our last October edition! We’ve been exploring creative testing for the past few weeks, so we’ll finish the month by exploring how landing page optimization fits in. Landing page optimization is the systematic process of improving the performance of your landing pages to increase conversions. Essentially, it’s a place where you apply all that creative testing you’ve been doing through refining elements like layout, copy, calls-to-action, etc.

Let’s dive in! 🏃‍♂️🚀

News

Tools + Productivity

Strategy

Do you get the message?

We went over creative testing for verbal messaging to convey your brand’s value and persuade visitors to take action, so how does that look in the context of landing page optimization?

A software company called Campaign Monitor realized a major increase in conversions simply by aligning its landing page copy with user intent.

Specifically, they might change the verb in their CTA from “Create” to “Design” to match the search query “email design,” resulting in more signups for their software trial.

This was part of a hypothesis called “dynamic verb matching.” Basically, if the copy on a landing page dynamically matched the exact verb used in a visitor’s search query, it could boost the likelihood of conversion.

Campaign Monitor set up an experiment using dynamic test replacement, allowing them to change the text on the landing page to directly match the search terms used by potential customers.

Words also count in forms your website might include. Expedia, for example, saw an increase in bookings and annual revenue simply by removing the “company” field from their booking form realizing it confused users and caused them to abandon the form.

This simple change resulted in a whopping $12 million increase in annual profit. Any kind of friction or confusion in the customer journey is a surefire way to limit earning potential.

The A, B, Cs

We know that in a digital world overloaded with information, capturing attention with eye-catching visuals is crucial to stand a chance at reeling in leads.

Simplicity and strategic use of white space are common tips floating around marketing strategy circles, but if you want to tailor visuals for your target audience to be more effective, creative testing is key.

Gaming company EA used A/B testing to experiment with different designs on their SimCity 5 landing page.

The original landing page displayed a pre-order banner with an extra promotion, along with buying options. The variation removed the offer from the landing page altogether. Counterintuitively, the variation with no offer measuring drove over 40% more purchases.

Why would this be the case? Perhaps customers who were intending to buy the game were already avid fans/players and didn’t need an extra incentive. Sometimes, if a completely new product comes with an offer, some consumers may view it as less valuable.

Surprising results in creative testing are proof that the optimal design isn’t always the most obvious, which is why testing is important in the first place.

Putting it all together

Ancestry.com identified two main kinds of visitors to their landing page. One was the self-selectors, people who came to the page intending to sign up and actively clicked on buttons like “Free Trial” or “Subscribe.” The other visitors were trying to access specific content, like a family record, but were interrupted because they weren’t yet subscribers.

60% of visitors were actually interrupted browsers, and they had much lower conversion rates than the self-selectors. To make it easier for these browsers to sign up, instead of showing several subscription options:

They instead showed one subscription option at a price of $19.95 — this resulted in an impressive 20% increase in signups.

Next, ancestry wanted all their landing pages to look similar, so they created a template that could be used across different pages while allowing for customization based on visitor behavior.

The new design actually performed worse initially, so they experimented with individual elements like button size, image placement, and price location.

What they discovered was that placing the price far from the call-to-action (CTA) button led to the highest conversion rates. The best-performing pages (which had up to 10% higher conversion rates), had standard-sized buttons, images on the side, and price located away from the CTA.

Looking Ahead

Landing page optimization is a perfect example of putting all the aspects of creative testing together— from messaging to imagery to audience targeting & segmentation. Although we focused on landing pages this week, the opportunities to apply creative testing are endless. Between email marketing, video ads, mobile app design, push notifications, product pages, and many more, almost everything you put out related to your brand can be refined with creative testing.

If you’re interested in automating your marketing processes to grow faster, click here to learn more about how Loopgenius can help you.

Stay tuned for next week, where we’ll dig into a brand new theme for November!

Creative Testing

Week 1: Message testing
Week 2: Creative imagery testing
Week 3: Audience Targeting & Segmentation
Week 4: Landing Page Optimization (this week!)

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