What's the first thing that captures your attention what you open up a website?
There are so many different answers to that question and is oftentimes, it's a matter of personal opinion. That makes it difficult from a marketing point of view when designing and testing a successful landing page.
Here's what some landing page experts have to say about what they would test first on a landing page.
The first thing I test on my landing pages are images. People are very visual creatures by nature; and imagery is the first thing we analyze before reading any words. Images can create and evoke specific feelings -- such as trust, excitement, or mystique -- and will provoke us to read the text to find out more. This is especially true with today's short and fragmented customer attention spans.
Plus, it is very important to include images of your products, because it helps your potential customers visualize your offering and clarify a lot of potential questions.
If you're providing services or act as a face of your brand, it's definitely a great idea to include an image of yourself. People want to do business with people, so a headshot might help them connect with you on a more personal level.
Similar but different images may play a huge role in how your offer gets perceived. Sometimes a slicker image of your product or a more approachable image of you can make all the difference!
Lesya Liu, LesyaLiu
I've had the opportunity to review thousands of landing pages as part of my job. The first thing I would test for is, 'Will this landing page convert visitors to leads?'
There are some basic factors to consider such as fast-loading speed, mobile-responsiveness and proper data integrations for follow-ups. But once those bases are covered, I check for conversion factors. It requires a unilateral focus for all elements on the landing page to win the conversion game.
Remember, any extra link is just another way to distract and lose that visitor.
Use power-words in your headlines to catch attention - and then add in testimonials and social-proof to build your credibility.
Most importantly, think hard about the tangible offer. What is the visitor getting in exchange for giving up their private details?
Vineet Jawa, Sunny Landing Pages
These days, the average human's attention span is shorter than that of a goldfish. Because of this, the first thing you should test on your landing page is if your value proposition is strong enough for capturing and keeping it. Even the greatest design, the shortest loading time and perfect usability will not work if your prospects don't find any value in your offer.
Try different headlines and make sure that they are perfectly targeted to your prospects and easy to understand. Point out, as simply as possible, what exactly your prospects will get with your offer or what problem you can solve for them and clearly explain it in the sub-headline. And remember, don't ever think for your customers, don't ever assume that "If I were the customer, I would go for that deal" because your point of view may differ from theirs.
Grzegorz Wagner, Landingi
The first thing we test on a Landing Page is load time. Simply put, if the webpage is real sluggish it's game over. Google's PageSpeed Insights is a great place to dissect what media is loading and how much we can save with a bit of extra effort.
I'd highly recommend taking all your images, throwing them in the free ImageOptim tool, then reuploading them.
When we're building our Landing Pages we tend to get fancy and fill the page with as much as possible. The secret to a killer Landing Page is to aim for as little as possible to get that conversion.
- Less images, better images (related to the product).
- Less testimonials, better testimonials (highlighting product features).
- Less copy, better copy (identifying with the reader's problem).
Rob Hope, One Page Love