What is Landing Page Optimization?

Chapter 10

Measuring Landing Page Optimization

An optimized post-click landing page makes sure that the combination of elements on the page persuades visitors to click the call to action button and fulfill your conversion goal – we have established this thus far.

What’s left to discuss is how you can ascertain whether or not your post-click landing pages are optimized. How do you find out if your post-click landing page headline actually persuades visitors to scroll the page and if the CTA button copy is enticing enough to get them to click?

How do you measure post-click landing page optimization – through heat maps and A/B testing.

Heat Maps

Heat maps are used for analysing the behaviour of visitors on a web page. The data collected through heat maps allow you to gauge if visitors are having trouble finding what they are looking for on the page.

For example, with the help of a heat map, you can tell if visitors aren’t clicking the CTA button or if they’re clicking an element that’s not clickable. The insights you collect with heat maps can then be used to test your pages and increase conversion rates.

There are basically three types of heat maps:

1. Mouse Tracking or Click Heat Maps

These heat maps record data based on where visitors click on your post-click landing page. This is what a typical click map looks like:

The red spots represent the page areas where the visitor clicked the most, the number of concentrated clicks goes down as the color becomes lighter.

With the help of click maps, you can ascertain if your visitors are clicking at the right places on your post-click landing page. For example, the highest number of visitor clicks on a post-click landing page should be on the CTA button as that should ideally be the only clickable element on the page, if your post-click landing page has a conversion ratio of 1:1 i.e. one clickable element per conversion goal.

When Truckers Assist used click maps on their post-click landing page to find out why their conversion rate was suffering, they uncovered an interesting piece of information. Here’s the heat map of the Truckers Assist post-click landing page:

The majority of clicks on the page were on the ‘No Fees’ red badge instead of the primary call to action button, which meant that visitors where clicking on an un-clickable page element and were exiting the page before fulfilling the conversion goal.

Based on the data collected with the heat map, the service changed their post-click landing page design:

The new design has a yellow primary CTA button, that attracts visitor attention as is evident from this heat map:

Make sure your CTA button is contrasting and looks clickable so that visitors aren’t confused once they decide to click the call to action button.

2. Eye Tracking Heat Maps

These heat maps record the visitors’ eye movements on a post-click landing page.

By analysing where visitors tend to focus on a page, you can place the important page elements such as the CTA button or the lead capture in the visitors’ natural eye path increasing the likelihood of them fulfilling your conversion goal.

Groupon was able to increase their conversions by 52% by decluttering their post-click landing page because of the data collected through the following eye tracking study performed by EyeQuant:

3. Scroll Maps

Scroll maps record visitors’ scrolling behavior, letting you know the exact point where visitors scrolled on the page. This type of heat map indicates if the length of your page is appropriate.

This is what a scroll map looks like:

Numerous A/B tests have shown that the fold is arbitrary and everybody scrolls. When Highrise tested a short form page with a long form one they found that the longer page design increased signups by 37.5%.

Heat maps provide you with a visual guide of visitor behavior, allowing you to see the post-click landing page through the visitors’ eyes – helping you make any changes needed to improve post-click landing page optimization and increase your conversion rate.

A/B Testing

A/B testing is a method to compare two versions of a post-click landing page to see which one performs better, the testing methodology helps marketers gather data that they can use to better optimize their post-click landing pages.

A/B testing involves testing your original page design, referred to as the control page with an alternate version referred to as the variation page, direct equal number of traffic to both pages and see which page outperforms the other.

Things to Consider Before You Start A/B Testing

You can A/B test every element on your post-click landing page from the headline down to the customer testimonials. However, before you start A/B testing you need to make sure that your post-click landing page is getting enough traffic, because you shouldn’t call a test before you get at least 350-400 conversions per variation with a statistical significance of 95% – this won’t be possible for post-click landing pages with low traffic.

Always start your A/B test with a hypothesis – the thing you want to test so when you see a winning variation you know exactly what works. Don’t A/B test your post-click landing pages randomly, start with a particular idea in mind.

For example, if you are running a headline test your hypothesis would be ‘does a statement headline outperform a question headline’ – the result of the test will then prove or disapprove this hypothesis.

What You Should A/B Test

Each element on a post-click landing page can be tested, you can also test the layout of the page and the length of the page. In terms of determining what you should test on your post-click landing page instead of just relying on best practices, it is important to determine what you can test based on customer data that you collect from your page.

You can collect customer data for A/B testing through the following channels:

1. Google Analytics:

    This is the basic starting point for diagnosing a post-click landing page because the analytics allow you to see what’s happening on the back end. Analyse the number of page views, average time on a page, bounce rates etc. to find out if your visitors are staying on your post-click landing page long enough to convert. Also, see if the traffic you’re getting on the page is actually the traffic you need – are your targeted customers coming to your page.

2. User Recording:

    User recordings are recordings of the activity the visitor does while on the page. With the help of the recordings, you can find out on which part of the page your visitors spend the most time on and which part they completely ignored. For example, if you observe that your visitors spent some time on the page, but left without paying attention to the CTA button, you may consider tweaking the button copy and designing the button in a more contrasting color

3. Surveys:

    Including surveys on your post-click landing pages helps you find out exactly what visitors think about the page. Unlike data collected from heat maps and analytics you don’t need to decipher anything, all the information is spelled out in front of you in the form of your visitors’ answers.

When you conduct A/B tests based on data you collect from your actual customers, the chances of the tests increasing your conversion rates increases because you’re trying to fix a problem that you know your visitors are having. Changing the color of your CTA button just because a marketer got a significant lift on their post-click landing page because of an orange button, doesn’t mean you’ll get the same results.

A/B testing allows you to create variations of your page and see which one your visitors prefer the most. When you conduct frequent A/B tests, you are continually improving your conversion rate by tweaking the optimization of your page elements.

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