Landing pages are a crucial part of any modern day business.
Whether it’s a direct response affiliate landing page created to generate millions of dollars in revenue or it’s a landing page for a local business, it has to pass these following tests if you want it to perform.
By perform, I’m ultimately talking about the C word……….convert.
A conversion is basically getting your website visitor to do what you want them to do!
In the case of the direct response affiliate landing page, that may be to sign up and purchase a product. Whereas in the case of the local business, it may be a phone call or form of contact.
Either way, everything you do when it comes to building and testing your landing page should be based around your conversion goal.
Now, a lot of people will just whack up a website or landing page as quickly and as cheaply as possible with no thought or real consideration for what they’re trying to achieve. This often results in a poor performing or converting landing page.
You will see in my guide here, 16 Landing Page Tips You MUST Be Using, there’s a lot more that should be thought out when it comes to building your pages big or small, and if you don’t consider these points, you’re quite simply leaving money on the table!
In this guide, I’m going to show you the crucial tools you should test your landing pages on before you even drive any sort of traffic to them.
This checklist of tools was built up over the past few years by our team at the Landing Page Guys, having created 1000’s of landing pages for our clients. Obviously, it’s no secret that, as a company, our success is measured on how well our pages convert, so we make sure to run tests on all these tools before the client even sees the page.
Most pages we see from potential incoming clients who need improvements have these 3 things in common:
- They take too long to load.
- They aren’t fully responsive.
- They don’t look good on all browsers.
These all add up to a bad user experience for your visitor. However, there are some other tests you should be running alongside these to ensure your pages are the best they can be.
Now some of you may read this post and overlook it; however, let’s put things into perspective.
Each one of these 6 tools will outline a problem with your landing page. Individually, each tool may lead to improving your conversions by 2%.
What’s 2%, right?
Well, what if each tool improved your conversions 2% and therefore combining an improved conversion rate across all tools of up to 12% or more in total…..now you’re listening, right?
We’ve even had scenarios whereby we simply ran our clients’ current pages through these tests, optimised them one by one based on the 6 results below, and improved their conversions rates over 20% with the EXACT SAME PAGES.
Let’s take a look at the tools:
GTmetrix gives you an insight on how well your landing page loads.
It informs you about crucial stats when it comes to load speeds of your landers, including time, size, number of queries and more.
If your landing page loads slowly, then your potential visitor will NOT hang about to let it load. The average user has no time to wait for your landing page to load. In fact, so much so that stats show, if your page takes longer than 4 seconds to load, 50% of users will abandon your site.
It may sound incredible, but according to a test ran by KISSmetrics, a 1-second delay in page loading can result in a MASSIVE 7% reduction in conversions….how crazy is that!
GTmetrix for me is the most important tool on this list.
If your page doesn’t load fast, it’s not even worth driving traffic to it!
Responsinator is a tool that helps you get a quick indication if your landing pages respond to mobile and tablet devices.
It basically replicates how your page is viewed across other devices and environments besides a desktop.
If your landing pages aren’t fully responsive, then it’s again going to add up to a bad user experience and therefore a loss in conversions. By fully responsive, I mean that, if any person on any desktop, tablet or mobile device visits your lander, they get a clean browsing experience and all elements are loaded into their screen resolution.
Marketing Land recently reported that a massive 56% of traffic online is now via mobile, and even though your paid traffic can be segregated to desktop traffic, you still need to make your pages fully responsive.
We’ve seen case scenarios from new clients where we’ve taken their current unresponsive landing page and made it fully responsive and doubled their conversions overnight.
The best test is always viewing your pages on the actual devices in real life, but as most of us don’t have access to every device, Responsinator is great!
The W3C Validator tool allows to check the markup validity of web documents.
Most web documents and landing pages are written using markup languages such as HTML and XHTML. More often than not, using cheap or unqualified coders and freelancers can result in your landing pages being poorly coded.
To you and me, the landing page on the front end may look fine, but when you run it through a validation tool like this, it can unravel a world of problems and errors.
Validator.w3.org reports that having poorly validated websites or landing pages can result in a poor user experience. Poor code means that, although something may look fine to you, it may look a complete mess to another person on another machine or browser.
Validation isn’t crucial but does help improve user experience and therefore has a direct link to conversion improvement. Also, if you’re building a site or landing page that you plan on indexing and seeing search traffic from, Google and other big search engines much favour those sites with clean validated code.
Browsershots allows you to test your website or landing page’s compatibility across multiple web browsers.
It’s common knowledge that there are 10’s of popular browsers online including Chrome and Safari, but did you know that your website displays and renders differently on each one?
When we talk about being “cross browser compatible”, we speak in similar terms of being fully responsive; however, instead of your site working across all devices, it’s working across all internet browsers.
In some cases, we’ve seen a client’s landing page working great on Chrome, but once we’ve inspected it on say for example the dreaded Internet Explorer, you can’t even navigate to the form.
On a recent study by w3schools, it’s fascinating to see that over 5% of the internet are still using the god awful Internet Explorer browser. IE is a programmer’s nightmare as it tends to render pages completely different to other browsers, but just imagine if you forgot about that 5%, that’s a big chunk of people to serve a shitty looking page to.
Always run your landers through Browsershots and be sure they’re working and responding across all the top browser software.
Five Second Test
Five Second Test is a paid tool that lets people record what they thought of your landing page in the first 5 seconds of visiting.
Basically, they say that the first 5 seconds someone views your website are the most important of all. If you can’t sell to them or make them convert within 5 seconds, you’re likely not going to make them do it.
A study held by Carleton University showed that on average you have just 5 seconds to make a visitor convert on your page or they leave. This doesn’t mean you actually have to achieve the conversion; it just means you have to plant the idea in their head.
This is why it’s SO important, as I repeated in the 16 Landing Page Tips guide, to put everything that’s crucial above the fold on your landing page.
Five Second Test will allow you to get real people reactions to the first 5 seconds they visit your website and can open up some great insight.
UserTesting is a platform that allows you to get detailed audio and video feedback of what a first-time visitor thinks when landing on your page.
You can easily submit multiple pages and wait for people to record their first thoughts and reactions upon opening your landing pages or websites for the first time.
As I stated above, the first few seconds are crucial when a visitor lands on your site, but so often when building pages, we can go blind to what’s really important. That’s why an outsider’s opinion is crucial.
The best thing about UserTesting is 90% of the users are just normal people without direct response or affiliate backgrounds and therefore give you the perfect beta test of your landing page before you dump a load of paid traffic on it.
If you’re spending a lot of time and resources on building a landing page or website, then this low-cost solution is a great way to get some early feedback.
I hope this helps the next time you come to launch a new lander.
As always, if you need any advice or help, please feel free to comment below, and if you want our expert team to build your next page, remember to contact us via Landing Page Guys.