Kevin Ho

4 months ago 5 min read

4 Little Known Landing Page Optimization Boosters

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Kevin Ho

The team at Wishpond invests thousands of dollars a month into PPC advertising. Due to this this, we’re constantly on the lookout for new ways to optimize our landing pages for conversion.

The problem is, after a certain point of utilizing landing page best practices, eventually you hit a brick wall in terms of how many visitors will convert on a given campaign.

After a certain point all of the quick fixes stop working and you need more subtle tactics in order to continue to optimize your pages. If you’ve ever found yourself in this situation, then you’re in luck since we’ve compiled 4 of the most impactful little-known landing page optimization boosters that you can start to implement today.

Enjoy!

1. Auto Select Form Fields

As a general rule of thumb, the simpler you can make a process, the more likely users are to take action and complete it. Let’s face it, we’re all lazy. Make life easier and I’ll throw money at you.

Enabling an “auto-select form fields” option is a perfect example of this idea in action. Imagine arriving on a landing page and seeing either one of these forms:

Do you notice any difference?

While they may appear to look exactly the same, the way in which they function is much different.

On the second form, in order for a user to convert, all they have to do is start typing. That’s because the form itself loads pre-selected. This is similar to how search engines like Google and Bing work.

On the first form a user must select the form field before being able to enter their information.

As a potential change that you could make to a page, this seems relatively minor right?

We A/B tested this seemingly small change on one of our product sign up pages:

As a result we saw a 56% increase in conversion.

If you want to add this feature to your own landing pages, simply add this code to your pages javascript with “form” being the name of your form, and “form_field” is the name of the field you want selected:

<body onLoad=”document.forms.form_name.form_field.focus()”>

Your form markup should also include names for each element as well:

<form method="get" name="form_name" action="#">

<input type=”text” name=”form_field” size=”20″ />

<input type=”submit” value=”Go” />

</form>

2. Click Popups

You may have tested re-arranging your form fields, or even adjusting the total number of form fields that you require in order for a user to convert. But have you ever considered eliminating all of your form fields all together?

Well that’s where click popups come in.

Using click popups, you can visually reduce the perceived investment required to convert on your landing page. That’s because users will only see the CTA button rather than seeing the entire form. The only difference is when they click the CTA, a popup will appear with the same form fields that you would have asked for in your landing page form.

Last year our team doubled our content upgrade opt in rates purely by using click popups. And the data that we saw come in from those initial tests continues to drive fantastic results to this day.

If there’s a key takeaway from this experiment, it’s that making it appear easier for users to convert can positively affect the total number of users that do convert.

3. Heatmap Tracking

Heatmap tracking could be one of the most underutilized landing page optimization techniques on the web. But it shouldn’t be that way. Using heatmaps, marketers can get a scientific look at where users are focused within their landing pages.

This is done by “warming up” areas where a user’s mouse is hovering on then condensing the findings into a heatmap report at the end of the session. Take a look at a landing page published by the app Pair.

Pear was curious to see if there was anything on their landing page that was reducing their chances of conversion. As a result they installed a heat map.

What they found was that the navigation bar on the top left of the landing page was drawing quite a bit of attention. They then decided to A/B test removing those navigational elements to reduce friction and focus more attention on the page CTA.

The result?

A 12% increase in total page conversions as a result.

Not too shabby!

When using heatmaps on your own landing pages, consider what the important elements of your page are, for example headlines, hero images, and CTA’s. Then compare this with the heatmap data from your page to determine whether or not the most important areas are receiving the most attention. After some investigation if this is not the case, you’ll know it’s time to either remove some elements, or change the layout and design of your page.

4. Exit Popups

No matter what type of landing page you have, an exit popup can help you generate more leads and harness more value from your pre-existing page traffic. And exit popups can do all of this without compromising your overall user experience.

That’s because exit popups are triggered using a small snippet of javascript that can detect when a user is attempting to leave your page. Upon detecting “exit intent”, an exit popup can then make a last chance offer, discount, or other type of call-to-action.

Here’s an example of an ecommerce exit popup used to prompt users attempting to abandon their shopping cart:

With this exit popup the company Beau Ties makes a last chance offer of free shipping to any user thinking about leaving.

Exit popups can help address concerns users might have about converting by offering them things like free shipping, one-on-one consultations, and other types of lower funnel conversion offers.

When installing an exit popup on your page, try to put yourself in the shoes of your visitors. For example, why might they be leaving your page? Is it a concern with price? In this case you can offer a discount coupon for anyone who signs up for your mailing list. Could they be concerned with the specific time that a webinar is running? Allow them to opt in to receive a recording of the webinar after the event.

Whatever your landing page is offering, there’s an exit popup that can help drive more value from each page view.

Conclusion

There you have it, 4 landing page optimization strategies to help you get even more out of your landing pages today. To recap, the 4 different strategies are:

  • Auto select form fields
  • Click popups
  • Heat map tracking
  • Exit Popups

 

Written by

Kevin Ho

Kevin Ho manages Partnership Marketing at Wishpond, a platform designed to help marketers run amazing social campaigns. He is a contributor to Social Media Today, Convince and Convert , and Social Media Examiner. Connect with him on Twitter @mayoshrimp

Comments (0)
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