How to Make Changes to a Landing Page
You can make changes to a landing page for many reasons. You only make some changes after your landing page has gone live and only if you have done some testing. It will be futile to make any changes without any basis at all. Landing page changes are usually done to tweak a page to perform better.
Tweaking a landing page for performance can be based on unsatisfactory conversion rates. A poorly designed landing page will definitely result to low conversion. Poor landing page performance could be attributed to many factors, including lack of emphasis on a page’s call to action button, or having too many distractions on a page that could get the visitors confused. Making changes to a landing page helps in addressing poor conversion rates.
Testing and Timing: When to Make Changes to a Landing Page
It is a big mistake to make changes to a landing page just because you are bored with how it looks. Landing page performance is beyond what meets the eye. Any change you make on a landing page should be backed by numerical data from your landing page tests. Without any basis for any change you make on your page, you might commit a very big mistake of wasting months and even years of link building or SEO efforts.
I strongly advice that you refrain from making changes to a landing page unless you have done at least a simple split or A/B testing. If you do not know how this is done, there are plenty of resources online that teach you how this is done. Essentially, doing a split or A/B testing allows you to have different versions of your landing page so that you can design a version that yields optimum performance.
Make Changes to a Landing Page to Boost Conversions
You can make changes to a landing page to boost conversion rates. You can also save a lot of PPC investment by simply tweaking your landing page to perform better. For now, think of your landing page as your medium of communication to reach out to your target audience, who are your prospective “customers”.
The appearance of your landing page is only a superficial feature that hardly influences your landing page conversion rates. What matters most is how you keep your visitors attention to stay after a short timeline of four seconds when you should have already successfully captured attention for them to read further. It’s an all or nothing situation once a visitor reaches your landing page. Either your visitors stay to take action on your landing page, or abandon your page within only four seconds from the moment they land on your page.
The key to boosting conversion rates is your call to action button. How it looks on your page is one factor, while having compelling content like testimonials would be another. Having a good combination of these elements will help boost conversions in landing pages. If your landing page is performing poorly, check whether your action button’s too small and get neglected. If this is the case, you can make it bigger and bolder, as your way of giving your visitors a clue on what to do once they land on your site. Play with elements of visual design and layout, like contrast and color, to give emphasis to buttons on your landing page like “download now” or “Signup Now!”. You can make different versions of your landing page to test which layout and placement of action buttons work best in terms of conversion, and then you can incorporate these changes to your landing page.