The mobile web is about to kick down your door. Some say mobile users will outnumber PC users on the web in three years. You should be thrilled. Why? Because when you optimize mobile landing pages, you become a better marketer.
You are about to go from a karate student to a Samurai Warrior of Optimization. Mobile landing pages will demand it. You will follow the same principles of optimization, but you will need a mastery of the art, and this blog post will help you.
5 Landing Page Optimization Strategies for Mobile
First, you must understand why people visit your site from smartphone or tablet. One thing you can be sure of: they have a goal. They are not pointlessly browsing. They do that on PCs at work.
Landing page optimization is a process. Your marketing team boosts results 5% here, 12% there, and gains a little each time. Before you know it, the conversion rate is twice as high as when you started. Boom!
When you’ve worked the same page for a while, though, that steady pace can turn into a jungle death march. The quicksand grabs your boots. The HiPPOs get restless. Your results linger in single digits. Half your tests show a decline. You feel stuck.
At that point, forget the quicksand. It’s time to burn down the jungle! Start over with a completely different page.
Think big. Go crazy. Never Quit Testing!! Try something completely different. You just might learn something.
Optimize the other way
The goal of your new page should be to learn something about the audience. One way to do this is with a completely opposite approach. Here’s what we mean:
Images – is your page image heavy? Chances are that some of those images aren’t carrying their weight or supporting the offer. Try cutting most of them – or all of them. Focus on the page’s copy and layout and give your designer a rest.
Layout – Have you set a horizontal eye path, getting people to look from left to right? Then try vertical. Start by grabbing attention at the top of the page and guiding it down to the call-to-action. Another idea is to cut almost everything from the page. Place all the information in the center and give visitors nothing to look at except the most vital info. Continue reading “When to Throw Out a Page in Landing Page Optimization Testing”
The report’s insights are great, but we dug into the data and found a few of our own. Then we turned them into tips to boost your conversion rates.
Tip #1. Optimize more than landing pages
When someone says “conversion optimization,” marketers think “landing pages.” Not surprisingly, landing page tests are the most popular with 41% of marketers running them. And since the homepage is often a landing page, 33% of marketers are testing there as well.
The percentages start dropping like bricks from there. Here’s a chart from the Adobe report:
The big opportunity here is all the way at the top. Only 10% of marketers test their shopping carts and forms. Seriously!?! That’s less than half the number that test display ads!
Is your boss an executive? — Then describe how testing increases revenue, cuts costs, and lifts ROI. You need to prove that you can turn a pile of money into a bigger pile of money.
Is your boss a director or manager? — Then understand the mid-level metrics he cares about. Is his job to cut cost-per-lead? Or increase repeat sales? Find the most important metrics and focus on them in your proposal.
#2. Avoid technical stuff
Landing page optimization testing is fun and exciting, but only people like us care about it. Hard to believe, I know.
You have to assume your boss does not care. He doesn’t care about eye path. He doesn’t care about form fields. He doesn’t care about conversion rates. He cares about his responsibilities, not yours.
If your boss wants the details, he’ll ask for them. Until then, focus on how optimization testing will make his life easier, and stay away from the details on software and testing.
#3. Know the answers
You, on the other hand, need to be intimately familiar with the details. You need to be prepared to answer questions about:
The testing process
Resources you need
Why you need them
What you will accomplish
Your bosses won’t ask for every detail, but you need to be prepared in case they do. Also, doing your homework can help clarify your goals and uncover the exact benefits of testing. Write the benefits on a big sign. If any naysayers come to your desk, hold the sign in their faces. Closer.
Areas to consider:
Knowledge – do you need more expertise to push your tests to the next level? What will it cost to hire someone like the optimization masters at ConversionVoodoo to do it for you? And what will the return be? (By the way: ConversionVoodoo guarantees results)
Tools – do you need better testing software?
Resources – How much more do you need in your budget? How many additional work hours will you allocate to optimization testing and analysis? Where will this come from?
#4. Find supporters
Chances are that you’re not the only person who cares about optimization testing in your organization. You have a few supporters in the company, and you should recruit them to pitch your proposal.
Look for supporters in other departments. IT is a great place to start. In your proposal, have the IT people describe how analyzing test results will teach them about customers and improve their results. This will help you show additional benefits from another perspective. Put those benefits on the sign.
#5. Make rough projections
As soon as you say what you need, your bosses will dust off the mental abacus. Save them the trouble.
Gather your test results from the last three to six months. Translate them into the metrics your bosses care about. Ask yourself:
What are other opportunities for increasing these metrics on yourwebsite?
Looking at past performance, how would similar results affect the bosses’ metrics?
How will a larger budget help achieve these results?
Give your boss a range for potential results, and be conservative. Overhyping your potential can backfire. Big time.
Warning: Manage expectations
You must not overhype your expected results or timeline. Results from landing page optimization will be strong, but exactly how strong and when they’ll arrive is difficult to predict.
Avoid making guarantees. Instead, talk in hypotheticals. Tell your bosses what a 3%, 5%, and 10% increase in conversions on a certain page will translate into. Make sure you speak in terms of their most important metrics.
Landing page optimization is about people, not products. You need to explain how you will change people’s lives, not what you will sell them. To do that, you need to get into their heads until you know them better than their own mothers.
Mothers have an uncanny ability to buy birthday presents that are almost perfect. You enjoy saltwater fishing, and she buys freshwater lures. You enjoy red wine, and she buys white. Moms are amazing, but it’s a good thing they’re not marketers.
You, savvy marketer, need to know if your customer wants red or white, marlin or trout, or software or hardware. More importantly, you need to dig into their minds to know why they want these things.