Landing page optimization (LPO for short) is the process of actively testing various elements of your site, including headlines, titles, copy, and call to action (CTA) text to achieve the highest possible conversion rate. Landing page optimization is essentially a subset of the overall conversion rate optimization (CRO for short) process, and it involves A/B testing, and more specifically, multivariate testing to determine the best elements to use for your site to achieve the highest possible conversion rate.
We at RegisterEverywhere.com have optimized over 17,500 in our 20+ years of service to the Internet community. We’ve seen firsthand countless times where a site gets plenty of targeted traffic, yet they’re unable to convert visitors into leads, let alone actual sales. If your average conversion rate is less than 3%, we can help!
Please remember these two facts: 1) advertising on popular social media platforms (or Google AdWords) isn’t going to get cheaper; and 2) your competition isn’t going to decrease. One sure way to overcome these two obstacles is to try and squeeze as much as you possibly can from the visitors that are landing on your site.
The right way to deploy landing page optimization for your goal of converting more visitors is to deploy proper A/B and multivariate testing of your headlines, titles, CTAs, and overall content. Now, you can find tools that help you do that, but based on our extensive experience over the last 20+ years, the actual copy that’s being tested is the culprit in most sites that suffer low conversions.
For example, let’s assume you’re a dentist, and you’re trying to increase your website’s conversion rates and capture more leads. So from X number of leads that you convert from your site’s traffic; you’re hoping to book Y number of patients.
So you go out and buy some tools to deploy a basic A/B test on your site. An A/B test, as the name implies, is testing only two variations of whatever element of your site that you’re testing. For the purposes of this example, let’s assume you decide to test your landing page’s headline. Your premise is that after 200 unique visitors, you’ll have enough of a dataset to determine your landing page’s best headline.
All A/B tests are done in a round-robin format, where some of your visitors are going to get variation A, and some of your visitors are going to get variation of B. However, what if both of the headline variations you A/B tested were not as attention grabbing as they could be? That is why it’s important to run multivariate tests, using different variations of copy that has worked before on other sites. It is difficult for most people to come up with compelling content, which is why most people run A/B tests, when they should be running multivariate tests to hone in on their best copy. Moreover, from our experience, most people focus on their site’s or landing page’s headlines, but they ignore other elements of their site that play a big role in increasing conversions, such as the rest of the copy of their site! Yet others have never even attempted using strategies such as “scarcity marketing”, or time-sensitive marketing copy, and thus they have no experience with how well those landing page optimization strategies work.
We can help solve this problem, and maximize your site’s conversions. We offer our landing page optimization service where we deploy extensive multivariate (we test 4 to 5 variations for key elements of your entire site, not just a few headlines) testing, and we add other key conversion driven elements to your site – such as scarcity, or time-sensitive marketing copy, which we know has worked for others in the past. If you have about 15 minutes to devote to improving your site’s conversions, please reach out and request a Zoom meeting so we can discuss your options. Before we start any project, we benchmark where your conversion rate is before RegisterEverywhere.com – so that we can tout where your conversion rate ends up after you use RegisterEverywhere.com!