Lower acquisition costs and improve conversion rates with these landing page tips

We often think our customers are smart enough to “figure it out” when it comes to navigating our site, offer, products, and so on. And it’s true - they are. But what they are often not is patient. Demand for our attention is everywhere, and keeping our attention is even harder. Hell, I may have lost you already… are you still here? Assuming you are, take a peek at some landing page tips below to improve conversion rate and lower acquisition costs.

1. Experiment with Various Page Types

Every product is unique and requires different levels and types of information, social proof, engagement, and elements. We primarily run ads for three different products, each with its own distinct page template. We've experimented with different page types for each product, but no one type has consistently outperformed the others. For example, one product benefits from a "Trojan Horse" style page, while another excels with a listicle. Yet, on our third product, none of these page styles triumphs; the existing Hoox page stands out as the winner. While we may have theories about why one page works better, it's crucial to follow the data rather than cling to a particular page type. The lesson here is to maintain a variety of page types and regularly test them, avoiding attachment to just one.

2. Balance Iterative and Swing Testing

Most landing page testing and conversion rate optimization (CRO) should be incremental and methodical, focusing on achieving 5-10% improvements with each test. While these small wins are essential, relying solely on incremental changes limits the potential for significant improvements. Periodically, you should also engage in what we call "swing tests." Swing tests involve implementing substantial changes that demand more effort. These changes can range from completely revamping the page design to restructuring the entire funnel. While swing tests may not always succeed, they have the potential to drive substantial improvements. Complacency is the enemy; aim to conduct at least two significant swing tests per quarter.

3. Test One Variable at a Time

In iterative testing, it's essential to build step by step, much like constructing a brick wall brick by brick. Each click and user session presents an opportunity to learn. To extract valuable insights, test one variable at a time. Avoid simultaneously testing different headlines, layouts, or destinations. Instead, focus on one change and assess its impact. This method ensures you can pinpoint which variable influenced performance improvements.

4. Exercise Patience

Impatience can lead to premature conclusions. We've learned the hard way that initial results can flip in the following days. It's crucial to exercise patience and refrain from making hasty judgments. We now wait for at least a week and don't unofficially declare a winner until we have sufficient data. The lesson here is simple but often overlooked: don't rush to conclusions, no matter how eager you may be.

Many customers may mistake a landing page for a full website, so it's important to make it appear familiar and secure. To achieve this, consider adding features typically found on a website. However, it's essential to avoid features that may hinder paid social conversion rates. For instance, we prefer using a sticky header with navigation elements, which are common on websites. On mobile devices, we include a hamburger menu, but instead of linking to other pages, it directs users to a call-to-action (CTA) that scrolls down to different sections on the page.

5. Align Pages with Ad Angles

A cohesive user experience is achieved through consistency between your ads and landing pages. When a visitor clicks on an ad, they expect to find relevant information on the landing page. Ensure your ads provide educational and informative content, keeping users engaged and encouraging longer watch times. Your landing page should seamlessly continue the user's journey and lead to conversions. Avoid the jarring experience of landing on a page that feels disconnected from the ad content. Crafting specific landing pages that align with the ad's message can turn an underperforming creative into a winning one. Use research and angles from platforms like Hoox for the landing page and Insense to source user-generated content (UGC) for your ad campaigns. These platforms simplify the process of collaborating with creators and obtaining whitelisting access to run ads.

6. Prioritize Tests Based on Impact and Complexity

With a long list of tests to consider, it's essential to prioritize them based on their potential impact and the effort required to carry them out. Impact represents the degree to which a test can improve performance, while lift indicates the level of effort required for execution. Begin with low-hanging fruit—tests that offer high impact with minimal effort. Then, move on to tests that require moderate effort but can still make a significant impact. Avoid low-impact tests that demand substantial effort, as they may not be worthwhile.

7. Experiment with Different Offers

Arguably, the most critical aspect to test on a page is the offer presented to customers. For instance, offering a gift with a purchase led to a 12% increase in average order value for a consulting client. Using what we call "triple offer sections" can be highly effective. These sections present three distinct offers on a page. Changing the offer alone, even without altering other elements, can result in a more substantial increase in revenue per session and gross margin per session than tweaking nearly any other variable.