19 Ways to Make Your Web Experiences Better

Want to make the visitor experience better on your web pages or landing pages? Real-time testing is the best path to get there. Here are some ideas to inspire you.

Design

With a design test, the content of the page stays largely the same, but the design elements change. Use a design test if you have strong message match, content and value proposition, but suspect the layout of the control page isn’t conversion-focused enough. Examples of a design test include:

1. Page layout
2. Form length or form style
3. Images & icons
4. Visual emphasis or directional cues

Content

If your design is conversion focused, and your message match is strong, you may want to alter the content on your page.

5. Improve the value proposition and reason to convert
6. Break the copy into more scannable chunks, varying sentence length, using bullets for emphasis
7. Try more, or less, page copy
8. Try accordions or tabbed content so visitors can click the content that is most interesting to them
9. Remove some words—use an icon or image to represent some part of your message

Offer

Are you trying to convince visitors to convert for something that isn’t that worthwhile? Asking them to sign up for a free trial, but not telling them why? Offering a white paper to someone who searched “download software”?

10. Change your offer to be more valuable or relevant to the target
11. Sell it more—show the visitor what they get if they convert
12. Ensure the value of what they are converting for is concordant with what you are asking them to do to convert

Relevancy

With a relevancy test, you will focus on increasing how relevant the page is to the ad. Use a relevancy test when you feel the overall conversion-focus of the page is strong, as are the design aspects, but the ad & page aren’t message matched strongly enough. A relevancy test is a good place to start if your bounce rate is high (indicating the page isn’t providing what the visitor expected).

13. Increase message match by echoing the ad copy on the landing page
14. Increase the visual match by mirroring imagery in the ad or email on the landing page
15. Personalize the page by displaying the keywords or visitor’s name on the page can also lead to an increase in perceived relevancy

Experience

An experience test is a good idea when you feel like you need a fresh start, or need to try something very different.

16. Test a microsite against a landing page
17. Test a conversion path against a landing page
18. Test a conversion path against a microsite
19. Test two conversion paths against each other, each with very different 1st page segmentation choices

And on and on!