What's the First Thing You'd Test On Your Landing Page

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maxor

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Jun 1, 2007
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Arizona, USA
www.npboards.com
I've got a landing page where the user enters a ZIP code and clicks submit.

I've had ~100 visits, no conversions.

Assuming that my ads, keywords are decent and that my landing page needs work. What would you test first? The submit button? Copy surrounding the offer? Images used?

I will probably post a before/after once I make some changes or find a landing page that does better.
 


Is your ad text misleading? Do you build up expectations for one thing and then hit them with something that's completely unexpected? (yes, I realize this isn't on your landing page, but it's worth considering before you spend a lot of time on other changes)

What's your bounce rate like? Are you losing people immediately, or are they clicking on some other links you have on the page? Is there anything there to distract them before they submit their zip code?

Beyond those simple issues, though, it's hard to say much without seeing the page. Personally, I'd ask someone I trust to give me their opinions on the page - probably at least one affiliate or designer and one person who does neither. Get their initial impressions about all those factors you mentioned, and you'll have a good place to start.

In my experience, the image used and the placement of the call to action/submit button have made the biggest difference, but it varies a lot by the page I started with and the type of product.
 
stefanie said:
What's your bounce rate like? Are you losing people immediately, or are they clicking on some other links you have on the page? Is there anything there to distract them before they submit their zip code?
Click to expand...

This would be important. If you have a large number of visitors clicking your link and landing on the advertisers a page it may just be a bad offer/landing page for the advertiser.
 
Here's the landing page, I just changed it this morning and got another 70 or so clicks today. I'm going to give #5 a shot tomorrow.

Current Landing Page (Click for larger)


Latest Landing Page (#5) (Click for larger)


So, what do you think?
 
1. headline
2. logo vs. no logo (you have a pretty huge logo. And not sure if most people on this planet even get the gumshoe bit)

edit: just saw you changed it to "detective" smart move...
 
The latest edit of your landing page looks good. I would incorporate some type of emotional, benefit driven headline in there. Something that would blend in easily with the sites design and layout. Where it says phone search in blue text, I would put something like this::::

Spouse Cheating? Prank Call? Find out NOW in less than 3.2 seconds.


I would at least split-test the headline theory to see if you get a better conversion rate.
 
I might test putting the credit card logos on the results page instead of the front page. That way you get more people to do initial searches and then when you say, "Yeah we found the motherfucker you were looking for" they'll be more likely to bust out the plastic since you're letting them know you found some data.

You'll get a much shittier conversion rate than you currently get so you'll want to test it vs. showing the logos because right now those logos are pre-qualifying your visitors.

I wouldn't do the above though if you get charged or whatever for doing the lookup - you'll be spending too much on people who think it's free and then freeze up when you ask for the credit card. But if the lookup you do is free, I'd do some blacked out data that let's them know you found the right person, such as showing the first name but XXXXXX for the last name and showing the State.
 
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