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Super-Edgy Element Removal in Landing Page Optimization

Posted on 5.18.2015

A/B Split Testing Ideas That May Freak Out the C-Suite

Today's digital media workers are charged with maximizing value from every interaction. As you might imagine, being able to test different ideas, approaches and tactics proves incredibly useful in this pursuit.

Getting started with A/B testing (or split testing) can be overwhelming in that there are an infinite number of things that can be tested, forcing many to a state where nothing gets tested at all. Remember that testing is really about proving things wrong - and it's OK to be wrong - as there's no other way to learn what moves the virtual needle.

Here are a few ideas to get you started if you're ready to start testing your website's landing pages. 

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+ Presence of Assurance Indicators: The 'Net industry for years has been told that the presence of assurance badges (e.g. trust icons, security seals) are an effective way to drive consumer confidence. What if that weren't actually the case though - what if the presence of this element actually had a negative impact on your conversion rate? Their purpose may be unclear (and in turn distracting) to users. Worthy of a test? Absolutely.

+ Presence of Social Proof: For years brands have poured resources (time and money) into creating and maintaining a presence on social media; and they aren't shy these days in promoting the fact that they're held in high regard on the social landscape. These elements are so common however, that they may do little to convince users of the quality of your products or services.

+ Presence of Price: Of the three suggestions listed here, removing the mention of price from the landing page is sure to spark debate. There are as many reasons to include price as there are to exclude it - but you'll never know unless you test it. For many brands, price is a differentiating factor, but for others it may ultimately be a barrier. Find the balance and you'll ensure you 'Net success.

The above suggestions are only that - suggestions. The ideas here have proven historically to be positive in optimizing landing page for conversion but every company (and every page) is different, and it's important to find the right combination of elements to ensure success.

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