Conventional landing page tactics may seem like they are working for your business and it’s a great place to start if you are new to the ecommerce game. Of course, it’s important to keep in mind that what works for other companies landing pages may not work for yours. After you’ve gained some experience and knowledge about your user demographic, it’s time to start exploring other techniques that are unique to your audience.
Here are 3 best practice landing page tactics to test. As always, any new tests should be run through split A/B testing.
Less is More
Using lots of white space, a single font, and a maximum of 3 colors supposedly makes the user feel peaceful and distraction free. A perfect example of this is the DropBox for Business landing page below.
Depending on the age of your audience, this hard-and-fast tactic may not be as effective on say, the millennial generation, who like a bit more stimulation on a landing page. It’s a good idea to test out variations of the design to see which one has more conversions.
Featuring Sensible Service Packages
Everyone loves a good bargain and comparison shopping is a reality of consumers, particularly online. Standard practice is to offer sensible package options on a pricing page while still maximizing your revenue.
However, marketers have found a higher conversion rate when an irrational offer is included on a pricing page. As we’ve mentioned before it’s a natural instinct to compare prices. When the consumer sees an obvious inferior option that is similar to the desired sale package, the user is easily converted into purchasing the desired package.
Using an actual photograph of a person smiling on your landing page is thought to compel your visitors into taking action, and it can work, as long as it’s used correctly. Stock photos with pasted on smiles can actually turn people off and kills a possible conversion. The stock photo can appear fake and reduce trust in your website. Hubspot recommends, “High quality photos of real people are the best way to go, but again, they won’t for every one of your landing pages.”
To keep your landing pages relevant to your audience, keep testing new techniques, ideas, and designs. The most important take away is this: what works for other websites may not always work for yours, the cookie cutter approach is not always your best practice.