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“The goal of a test is to get learning, not a lift,” Dr. Flint McGlaughlin, CEO & Managing Director, MECLABS. (Marketing Sherpa, June 9, 2011)

Translated from marketing speak, that means when you test something, such as a landing page, or an offer, you want to get data and information – learn something.

If you get more sales, that’s great. If not, you use what you learned to make something better.

Failure is good

One company tested two landing pages (click link to see them) against their existing page. The responses tanked (down 53% from the original page). They realized that the original page was too copy-heavy – it was slowing people down, and actually making it less likely that they would sign up.

Back to the drawing board

So, they tried a new version (click to see it) – with much less text. This one increased responses by 78%. Aha!

Best practices for landing pages

1. Write a great headline – don’t shout too much (ME! We’re here, we’ve been in business since the Jurassic era). You don’t want to be annoying (or arrogant), you want to be helpful – and relevant.

2. Be unique and interesting – Explain why you’re different. Perhaps you’re a wedding photographer, but you specialize in exotic weddings (underwater, on ski slopes, or on board yachts).

3. Cut the friction – the test showed that less was more (in this case). Fewer fields, and fewer words. They needed fewer words because readers already had enough information; they didn’t need to read it again.

4. Show value - if you want them to download an ebook (or buy one), show how valuable it is. You can do this by assigning it a price ($29 value), by adding testimonials showing how others benefited from the product, or even just a picture of everything they’ll get (even if it’s virtual).

5. Be trustworthy – this is both social proof (those testimonials again), and reassurance that you respect your readers’ privacy. (Tip: Chris Brogan recently said that he got much better results when he promised privacy, rather than “no spam”).

How to test your landing page

If you’re not sure of the technical stuff, you can do this by creating several landing pages and tracking with Google Web Optimizer (free). Or, you can try unbounce, which helps you create and track landing pages (even if you’re not a geek).

Email me privately for personal help.

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Internet marketing can be a bit of a minefield. There are dangers everywhere: google ranking scams, link exchanges, poor web design, and even scaring your visitors away. Here’s how to cope (and avoid getting blown up).

The Truth About Google Rankings

5 Quick Ways to Give Your Web Site a Lift

Rate Your Web Site

What’s Wrong With This Web Copy?

5 Things That Drive People Away From Your Web Site

Email me privately for personal help.

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Here’s a roundup of examples of call to action buttons.  Does size matter?  Or color? Check out the links and find out.

25 convincing call to action buttons

Call to action buttons and examples

50 effective call to action buttons

Does button size matter?

Buttons that make you click twice

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I talk (a lot) about landing pages, and how to write them. There are posts on this blog about how to write a landing page, landing page failures, and even comparing landing pages to grade school.

But what about some actual landing page samples? I’ve picked out a few that I really like.

Blogging Teacher: How to Become a Successful Freelance Blogger

Megan Morris at Ideaschema rocks this one: Idea Catalyst Kit

They may not look like they have much in common (at first), but if you look more closely you’ll see a pattern: they get your attention, they tell you how the product can help you, they ask for the sale, and they offer a guarantee.

There is (alas) no top 40 Billboard chart for landing pages, but I’m pretty sure these are all hits.

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When  you’re putting together your new web site, or even just a new landing page, there are several things you really should check before you hit “publish.”  If your visitors are confused, or can’t read your site – they’ll leave (this means no sales and a high bounce rate – no good).

So, here’s a quick website review checklist.

1. Is it hard to read?

What color is the background?  A dark background with light type may look slick but it’s really hard on the eyes.  Try to keep it to a minimum (if at all). Also check the font size.  Small type can be difficult (especially if your audience is older).

2. How is it formatted?

Are there big blocks of type?  Do  you have subheads (to break up the text)?  How much space (leading, back in the day)  is there between the lines? The rule of thumb is roughly 10% more than the size of the type.  So, roughly 14 pixels between lines for 12 pixel type.  Have you centered a lot of text (this also makes it harder to read).

3. Is it confusing?

Is it immediately clear what your site is about?  Whether you’re selling something? Or just giving information?  Have you had someone else look at it?

4. Have you asked for the sale?

Assuming you are selling something, have you asked people to buy?  For example, is there a big shiny, call to action button? Did you ask more than once?

5. Are you using a landing page?

Where are you sending people?  Did you create a landing page or are you using your home page to make sales?

6. Have you cross-checked browsers?

The same page can look different depending on which browser your visitor is using.  Internet Explorer in particular is notorious for fouling up code.  Run a check with browsershots (or make sure your developer does) to make sure your site looks right in the major browsers.

Want a more in-depth checklist, and step by step instructions for reviewing your website?  Click here.

Email me privately for personal help.