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There’s no quicker way to make your visitors run from your landing pages than to greet them with a poor user experience (UX).
Not only should each element of your landing page be super functional and easy to use, but you should also provide your visitors with a relevant and delightful experience.
After all, you want them to stick around for the long term.
We’ve teamed up with UserTesting to bring you these four pillars of the landing page user experience so you can turn your conversion rates into lifetime valued customers.
There’s nothing like being able to say what you wanna say in the most succinct way.
Ideally, you’d be able to accomplish this on your landing page where visitors can understand your messaging within the first five seconds of seeing your page.
Does your landing page pass the 5-second test?
Here’s how to tell:
Once you think you’re as clear as possible in your design and messaging, flash your landing page in front of your subjects and ask them to answer clarifying questions.
Some questions you can consider asking should be based around the clarity of your landing page:
If these questions are answered correctly, then you’re headed in the right direction.
Otherwise, you can continue to modify and clarify your messaging and design until the call-to-action (CTA) is crystal clear within seconds, or the blink of an eye.
By comparing variants of your landing page elements you can find out which design pieces help to optimize your page, one preference test at a time.
You can place different elements side by side and ask test subjects which one they prefer to find out which is the more popular option.
According to UserTesting, preference testing may provide direct user insights around:
Here’s an example from IntuitionHQ, where they conducted a preference test to unveil how people understood color choice:
Analyzing comments, thoughts and opinions directly from your visitors can help you to uncover some valuable insights you might not have otherwise captured or understood just by analyzing the numbers.
Use feedback tools, like surveys, forms and questionnaires, to gather qualitative data from your visitors. This can help you to better understand usability issues by analyzing your audience’s thought process.
Live chat is even an option for gathering feedback data from your visitors. Here’s what a UserTesting live chat box looks like
By recording your subjects during their usability testing, you can play back the videos and analyze their behaviors and facial expressions to see if they were frustrated or delight while interacting with your landing page.
Even if you just record the screencast of your user interacting with your landing pages and site, you can replay their mouse interactions and analyze usability triggers that way.
There are three main usability testing formats you can use:
1. Moderated in-person – your participants physically come to your lab area and are observed and recorded by researchers.
By testing out these four pillars of performance you can find out which versions of your landing page will provide the best UX for your visitors.
When it comes to PPC, the first person I turn to is Johnathan Dane. He and his team cut through the bullshit and get straight to the point with the goal of making you more money. Work with him."