Optimizing your landing page after publication

Examples of landing page optimization

One of the best things about landing pages is that they can (and should) be tweaked and improved after publication. Sometimes a few hours is enough to see that something’s not right and needs to be fixed. Other times, it takes more than that: a day, maybe even a month, but it’s always worth the effort. Today I’m going to tell you how you can start optimizing your landing page after publication.

So… how can you improve landing pages?

The necessary tools

The key for optimizing landing pages is A/B/x testing. It’s a functionality available in most major landing page builders and it lets you test a few variants of a landing page simultaneously. How does it work?

If you decide to A/B test your landing page, you actually create its copy. Then you can change an element in a variant B to see if it will affect performance in any way.

Remember that to get measurable results, you need to present the variants to the same number of people, so if there are two variants, split the target group in half, if there are three variants, make it 33,3% on each and so on.

The results of A/B testing are reliable – you’ll get the conversion numbers for all variants and all you need to do afterwards is to select the best one.

A/B tests results

Content optimization

There’s plenty of room for improvement in the content area, starting with a headline. Sometimes we write headlines that are all right, but they just don’t give us the certainty that they’re the best. Sometimes we think that the headline we wrote is absolutely great… but reality shows us otherwise. That’s why you should try different headlines and see what happens.

The same goes for benefits – the fact that you’ve chosen the three benefits you find most compelling doesn’t mean that they really are. Try mixing things up, add something you didn’t think of earlier just to test it.

Static picture or a video? Some people think that just the fact of including a video on a landing page makes it skyrocketing with conversion. Well, it isn’t. Videos are cool, but they also affect pagespeed – if you can’t decide what’s better for your landing page, let the numbers speak. With A/B testing, you can try both versions of a landing page without any risk.

The same goes for different pictures. Is it a good idea to show just the product you sell? Or maybe you should show people who use it? Test it!

Visuals replacement

Pagespeed optimization

People visiting your landing page expect it to load in a blink of an eye. No wonder, time is valuable and staring at a blank page slowly uncovering its secrets can be frustrating. That’s why you should first check your pagespeed (use Google’s tool to do so) and – if necessary – optimize the elements of your landing page.

Start with optimizing media files on your landing page – they are usually way too big. Some landing page builders offer a built-in resize feature, but if yours doesn’t, you can optimize your images online – there are plenty of websites where you can do so.

Also, if you have more than one video on your landing page, you should seriously reconsider their usefulness.

Mobile devices rule the world and you need to keep that in mind while optimizing your landing page. Make sure it looks great and loads fast on smartphones. Consider getting rid of some elements you use on the desktop version to lighten up the mobile one a bit.


Form adjustments

Poor conversion may be the result of many things, but one of the most popular reasons is a badly designed form. Tons of fields to fill, unnecessary checkboxes, unclear CTA, even poor selection of colors – all this can be to blame for poor conversion. Shorten the form, make the CTA as simple as it gets. And if you don’t remember how to design a great form for a landing page, you might want to go back to lesson 7 of the previous chapter in Landing Page Academy.

Also, if you can’t decide on any element, don’t forget that you can A/B test that, too!

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1. A/B testing is the ultimate tool – use it whenever you need, you just can’t go wrong with that!

2. Try various headlines – you can’t say how people would react to your ideas until you show them.

3. While thinking of visuals, keep pagespeed in mind – the faster your landing page loads, the better.

4. Bear in mind that more than a half of internet traffic source is mobile devices. No company can afford skipping that fact.

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Chapter 3 of the Landing Page Academy ends here. Hit the button below to take the test and get a certificate of completion! And if you're up to a bigger challenge, check out Chapter 4, which marks the beginng of the Landing Page Academy – Advanced!

Landing page optimization requires some work, but it’s always work that matters in the bigger picture. There’s no such thing as a perfect landing page, but no one said we can’t try.