Every family has that one special treat, something that’s prepared for the entire family on special occasions be it Christmas, Easter, Thanksgiving or Saint Patrick’s Day. This could be a casserole, a chicken roast, a noodle soup, a shepherd’s pie or even a Turducken – a meal that tastes different when it’s prepared at your place.
Because your nana or your bubbe or your babcia mixes in an ingredient that gives it that special taste.
The secret ingredient if you will.
This secret ingredient becomes one of the most treasured possessions of the family, everybody knows its importance, but they can only guess what it is, and almost everybody guesses that it is something totally extraordinary.
Most of the times however, the secret ingredient is nothing more than an extra leaf of sage or a simple drying off of the meat first. Because as Kung fu panda’s father, Mr. Ping so eloquently puts it, “The secret ingredient of my secret ingredient soup is nothing…in order to make something special you just have to believe it’s special”.
Why am I talking about soups and turkeys? No, I haven’t started writing a food blog this is still a marketing blog and believe it or not I’m still talking about optimization secrets because the biggest and most coveted landing page optimization secret also is (despite all the landing page marketing gurus urging you to believe something else) nothing.
There is no special sauce that can transform your pages from a miss to an instant hit. Yes, you have been lied to by almost everybody writing in this field, even me. And though you might be imagining us all with elongated noses like Pinocchio – the truth is that we didn’t really lie to you, to lie to you. When we talked about the best optimization techniques what we missed out on telling you was the fact that these techniques were “the best” only in relative terms.
So, it was just a lie of omission.
When you read an article or an infographic or a slide deck claiming to teach you the best CRO or LPO technique, understand that what they are actually showing you are best practices. Techniques that worked out for them, but, that doesn’t mean that they’re going to work out the same way for you.
When you’re done reading something – don’t just assume the results are going to remain constant – because when you do that you only make an “ass” out of “u” and “me”. Test on your own end to see which best practice is actually the best for you.
What you’re going to read below are contrasting techniques about landing page optimization and I am going to show you how just one solution is never the only answer.
The average online visitor is bombarded with myriads of unnecessary online content every hour of every day, which is why your landing page copy needs to be short – because your visitors have a limited attention span they aren’t going to spend their precious minutes on your landing pages going through the tons of copy you have put there trying to get to the information that’s actually useful to them.
You need to shorten your landing page and put up only necessary details on it because the longer the landing page the more the chance of your visitors getting derailed from the call to action button.
So, what do you do? You trim down your landing pages to the bare essentials and see the conversions come in.
An A/B test performed by Time Doctor on the length of the page, resulted in the shorter version of the page increasing signups by 36%:
Short copy is the hero of a well optimized landing page. Most gurus preach that the shorter the landing page copy, the less the clutter, the clearer the message and so the lesser the friction which leads to more conversions, just like we saw in the case study above.
No, not always.
Some services require longer landing pages. Services that are a little complicated and cost a little too much can’t do well with shorter landing pages because they have to justify their value proposition and their pricing.
An A/B test run by Marketing Experiments on a recovery center landing page tested a longer landing page for a shorter one.
In this case the longer landing page performed 220% better than the shorter page.
Another famous example of the longer landing page trumping the shorter one is the Moz landing page.
The longer version had a 170% increase in conversions over a four month period.
Test your landing page copy on your own and see which length suits you better.
The CTA is where your visitors’ attention should be focused, because this is where the conversion actually happens. This logic dictates that the CTA should be bigger and should be contrasting in order to get more eyeballs directed towards it.
No, not always.
Nothing is set in stone. Test your landing page CTA button yourself.
The CTA fold debate dates back to quite a few years, majority is in favor of keeping the important landing page elements above the fold, however, that might not be a good idea always.
The trick is this – when you have a longer landing page the CTA placement should be below the fold as you need to give your visitors ample information to convince them on your service before they come to your CTA. With a shorter page, however, above the fold is the better choice.
But again, you need to test it out for yourself.
The whole point of this post was to enlighten you with the idea that there is no one cookie cutter formula to get things right on your landing pages. You need to do some experimenting on your own to see which tip works on your landing pages.