Welcome to March Madness!
Both the men’s and women’s college basketball tournaments are in full swing in the United States, and each tournament is down to it’s “Sweet Sixteen” teams remaining. We thought that this was the perfect opportunity to introduce our own “Sweet Sixteen” with the sixteen most important things to consider when optimizing the perfect post-click landing page.
Introducing the Instapage Post-Click Optimization Madness tournament, where you will determine which elements you believe to be the most important when optimizing your page for conversions. Let’s maximize your conversions!
We hope by the end of this tournament you’ll find a few new A/B testing ideas, discover ways to optimize your pages, and maximize advertising ROI.
We divided the 16 competing factors for your optimization attention into 4 “regions” of focus:
In each round, two factors will face off and the winner will be determined by you! You can head over to Twitter to find all of the matchups. While the brackets position this as which factor will have the bigger impact on conversion rates, you can vote for whichever one has worked best for you.
We have reached the finals and it’s all about the copy! Which optimization tactic should marketers focus on first to deliver more conversions, CTA button copy or writing features or benefit-orientated copy?
The Final Four is set! Visual Hierarchy is your commanding Design Champion, with 100% of the votes in the regional finals. It will face the technique of A/B testing Features vs Benefits, the Copy Champion, winning with 80% of the votes.
In the other semifinal, Social Proof & Badges took 83% of the votes to advance from the Imagery Region, while CTA Button Copy collected 71% of the votes to become the Form Champion.
In the Design Region, Visual Hierarchy won with 89% of the vote. In the other matchup, Visual Cues were deemed more important with 71% of the vote. Down in the Copy Region, A/B testing Features vs Benefits and Urgency & Scarcity each won with 71% of the votes. Vote here for the Design Region winner and vote here for the Copy Region winner.
Over in the Imagery Region, Videos vs Static Images pull off the upset over Hero Images with 59% of the vote. Meanwhile, Social Proof & Badges defeated the use of Human Faces on your post-click landing pages by a count of 64% to 36%. Vote here for the Imagery Region winner.
Finally in the Form Region, in a battle of CTA supremacy, CTA Button Copy defeated CTA Button Color with 64% of the vote. And, in our closest matchup of the first round, employing Multi-Step Forms eeked out a victory 52%-48% over the Number of Form Fields you use. Vote here for the Form Region winner.
(Click each image to vote on that matchup.)
Now that we’ve covered the basics, let’s meet the competitors vying for your votes.
Visual hierarchy is a design concept used to draw attention to the most important elements on a page through different psychological methods. Things like ample white space and encapsulation help other important elements pop off the screen. It can even be as simple as a larger font size or bold and italics text.
Long vs Short Page
Do visitors really need to know the history of your company after clicking an ad for an ebook download? Probably not. But, if you are convincing them to make a major purchase, more information might be beneficial. Test a long-form page versus a short-form page to see.
Do you know the quickest way to distract visitors and allow them to leave your page without converting? Give them a series of links at the top of the page. If they want to learn more about your company, let them use a search engine to find your homepage. Instead, remove navigation links from your post-click landing page and persuade them to convert instead.
Point visitors to the most important page elements with the help of visual cues. These can be as obvious as a finger or arrow pointing towards your CTA button or eye gaze in the direction of your form.
People read online copy much differently than print because they are often distracted by other things or lose interest quickly. This applies double for post-click landing pages so it’s important to write copy concisely and to the point. But, how short is too short? Is it best to write short paragraphs or use bullet points?
Features vs Benefits
When writing headlines, copy, or form information make sure you’re writing in a way that will draw users in and move them towards conversion. What should you highlight features or benefits? This is a great A/B test to determine which one your users prefer.
Urgency and Scarcity
Two important psychological factors, urgency and scarcity, can persuade visitors to convert by presenting them with an offer that won’t last. By offering limited quantities or space, scarcity gets visitors to purchase before you sell out. By establishing a deadline or time limit, urgency gets visitors to act before it’s too late.
First or Second Person
First person copy often works great for CTA buttons, but is that true for the copy throughout the entire page? People can be very egocentric, so a few well placed “me’s and mine’s” or “you’s and your’s” can be really beneficial to your conversions.
Don’t just tell visitors what they’ll get, show them. A hero image or “hero shot” shows visitors exactly what you are offering on the page. It could be a picture of a happy family using the camera you’re selling or an inside look at your software. It could even be an illustration of your service. Regardless, you want to display it visually so visitors can easily see how their lives are better off because of your offer.
Videos vs Static Image
Video, .gifs, and images. Oh my! If you have the resources to put together a video about your offer or company, a post-click landing page could be a great place to showcase it, provided it’s relevant. Could a video even improve conversions or are images still king? This is an easy test to run to compare how visitors react to each.
Many people buy for emotional reasons. If you can tap into their emotions, they can’t help but take the action you want. A smiling face, happy customers using your product, or even eye contact can have a profound impact on conversions. Try it for yourself on your post-click landing pages.
Social Proof and Badges
Do you have any major, well-known customers? Maybe you have certifications that are worthy of praise. Display them with pride on your post-click landing pages to see what effect they have on conversion rates. Visitors might be more likely to send their information if they know they’re in good company or their data will be secure.
Number of Fields
How many fields should you include? Too many and you could scare away leads. Too few and you may not collect enough information to provide a personalized, relevant experience as they move through your customer journey. Optimizing your form is crucial, but are the number of fields the most important factor on your form?
One tried and true method of reducing post-click landing page friction is to make the form less intimidating. If you require a lot of information from your visitor but don’t want to intimidate them with an 8-field form, perhaps a multi-step form, where you can separate those 8 fields into 3 steps, is the answer.
CTA Button Color
For the better part of the 21st century, much has been made about the optimization of button colors. Mostly, this was due to the ease of changing the color for testing purposes and also a famous red vs green button debate that always leaves marketers confused. At the end of the day, we have found that the color doesn’t matter. What really matters is how it contrasts with the rest of the page.
CTA Button Copy
What should you say to convince visitors to take the ultimate step and click your form button? Is ALL CAPS appropriate? Maybe writing in the first person. Maybe just keeping it simple and saying “submit” is the best. Free always works, right?
Begin optimizing your own post-click pages
Now that we’ve walked through the “Sweet Sixteen” factors to optimizing a post-click landing page, it’s your turn to let us know which ones you think are the most important to a high conversion rate. Vote now on Twitter and be sure to share your thoughts using the hashtag #OptimizationMadness.
Finally, put this ranking to the test! Create a post-click landing page and start A/B testing each one of these techniques. In no time you’ll be the champion of post-click optimization!