How to document a usability test? [DOWNLOAD EXAMPLE SHEET]
You've done a usability test. That's superb! But how will you interpret the results? How will you document it? Here's a short guide with downloadable sheet.
When testing solutions, you’ll need a platform where you can carry out experiments without messing up your main page.
Here we’ve collected 20 cases where you MUST use a landing page if you want to get higher conversion rates.
I’m sure you’re familiar with the basic concept of a landing page, so let’s dive straight into the details!
I only mention Facebook and AdWords in this article, but you should bear this in mind: for every ad campaign, there should be a landing page, otherwise it will cost you money and time!
You should create separate landing pages for every campaign. Sometimes even for every ad! This way, you will be able to sync your ad messaging with the landing page, thus creating a better user experience and consistency over the buyer’s journey.
Just as with Facebook, it’s important to create a landing page which goes with the advert.
When it comes to AdWords, relevance is a critical element for the Quality Score. This Score might seem pointless to many people, but it actually has a direct impact on cost-per-click prices and conversion rates. It’s impossible to have high Quality Scores without landing pages, especially when you’re marketing several, different products.
A/B testing is crucial to creating aesthetically-pleasing and ergonomic interfaces.
If you want to increase a page’s conversion rate then you’ll need to do some testing. Landing pages are often used in A/B tests to experiment with an alternative copy, layout or design. When a new landing page performs better than the older one, then you can incorporate the new one into your website, safe in mind that you’re making the right move.
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The classic situation: you own an online shop and you want to promote your products. Instead of targeting your shop pages you should create special landing pages for your most sought-after products.
Why is that so?
You’ll also need to create landing pages for video ads to fully maximize their efficiency.
If you’re creating a promotional video, you should insert call-to-action buttons several times throughout the video, so that you can reel in customers to your site.
You can’t expect viewers to always search for your links in the video description or Google. Place links on your videos which lead to landing pages that have been specially created for the video’s target audience.
This way you can measure which videos are a successful part of your marketing campaign. If you regularly create video content, you can save yourself a lot of time by knowing what works best for your videos and your target audience.
It’s one thing to have videos with lot’s of views, but are they generating revenue? Do they deliver sign-ups for your email campaigns? If you sort out your landing pages, you can find the answers to these questions.
Are you selling to more than one market? Then you’ve probably thought of how to address different demographics and interests.
For example, if you offer guided tours for tourists, your offer should be different for singles or groups, for tourists looking for cultural activities or amazing adventures. Don’t forget about differences in taste based on age, gender, location and lifestyle.
What does a group of well-off 50-something Europeans, who are interested in culture, have in common with a young group of American friends looking to explore the hidden parts of an exotic city? In reality, not much .
By creating separate landing pages based on demographics and interests, you can satisfy everyone’s needs and address each audience in the right way.
Wait, Google Analytics tells me it’s this one, right?
Well, it tells you how your visitors are segmented, where they come from and you can even check the conversion rate for each channel to see where the traffic ebbs and flows.
However, if you want to know how your channels PERFORM (commitment levels, buying power, sales strategy) you’ll need to filter your website visitors by using different landing pages.
Landing pages give you the opportunity to examine the following:
Segmenting the traffic through your channels lets you focus on what works and then you can cut out the things that don’t work for your target audience.
Before launching a product onto the market, you should warm up your existing clients and generate new leads to guarantee a successful launch day.
A classic example would be revealing a pre-order for a new product or a sign-up for a beta software. That way, the sales start coming in long before you’ve launched the product.
A well-built landing page helps awake interest and it creates a solid customer base.
Furthermore, the product gets more attention and it helps customer see you and your business as a more professional entity.
Have you ever had a difficult time choosing which product to promote?
Most businesses do not have the budget to market all of their products, let alone manage all the promotion campaigns and other marketing aspects.
You need to choose the promoted products carefully. Landing pages provide a cost-efficient way to see which of your products prove most attractive for a particular market.
In some cases, a couple of sentences or a flashy pop-up is enough to get the email addresses from visitors who are looking to download an e-book or those who want access to a specific coupon or discount.
In other cases, the above solutions are not enough to persuade visitors. So that means you’ll need to find a more sophisticated way of getting their email addresses.
There’s a type of a landing page which is solely designed to get subscriptions. It tells visitors why it’s beneficial to give you their email addresses in exchange for fantastic goodies or nice surprises from you and your business.
A landing page gives you the opportunity to tweak the copy, design and leads until you reach your expected conversion rate.
If you are offering up a service, requesting the offer is the most sensitive part of the buyer’s journey.
Most business owners fail to improve on this as they believe whoever is interested in their service will simply fill out the request form anyway. They couldn’t be more wrong! It would be naive to think that your service is the only one visitors look up.
On average, your buyers will visit 2 or 3 of your competitors’ websites. It’s unlikely that they will only go to one single provider. Everybody shops around nowadays.
After you've committed money and time to reach this point in the buyer’s journey, we don’t want the visitor to withdraw or shy away because of a poorly constructed request form.
With landing pages, you can try out different versions and find the one which suits your business.
Similar to request forms, pricing pages should be tested and optimized too.
Ustream is a company known for heavily optimizing their pricing pages through usability testing.
However, you don’t want to test your hypothesis on the main pricing page, especially when you don’t know whether or not the new version will perform better than the old one.
On landing pages you can test your pricing and design without suffering any negative consequences. When you have convincing results at your disposal, you can safely migrate the changes to the main pricing page.
If you offer downloadable content you should dedicate a squeeze page for it.
A squeeze page is a type of a landing page where you can put more emphasis on the bonus material, making everything seem like there’s a ton of added value. It’s easier to persuade a visitor to download a freebie and then you are able to measure and test to improve conversions.
If you’re selling e-books or any other type of informational products, you should dedicate a squeeze page to them as well (a separate squeeze page for each product).
The biggest advantage behind this is it’s easy for testing and improving. Steve Scott wrote an excellent article on how to test squeeze pages.
If you rely on your emails to produce revenue, you should have an effective email marketing plan.
You’ll want to know which email performs better and whether the attention won through emails lingers or fades away after potential customers have clicked through the call-to-action.
Studies show promotional emails are getting shorter and shorter as 40-50% of emails are opened on mobile.
This tendency means you have a shorter time to engage your audience. On the other hand, email marketing is still only in its beginnings.
You need to grab your audience’s attention and make them click through to a landing page, just one small decision at a time:
On the landing page, you can subscribe them to an offer or direct them to different parts of your website.
Using modern email management software (with an autoresponder, triggers, A/B tests) you’ll be able to track and optimize your digital campaigns.
This is my favorite. Do you have an idea that you want to bring to life? Would you like to develop a new product?
The most important part of creating new products is testing them to see if there’s enough paying customers out there.
Friends and family don’t count; they are too polite to tell you that your idea is flawed or wrong. Or perhaps it’s good, but they would not pay for it.
You need real feedback from real people from the start; who would even pay for your product? A landing page helps you find this out.
The recipe is simple:
Coupons are an excellent way to satisfy clients.
I often see neglected coupon codes which exist, but barely anyone knows about them.
A well-designed landing page makes your promotional system appear more prestigious. You can test which layout and copy works best.
Plus you can use inbound methods to spice up your system:
Have you created a major event on Facebook? Would like it to catch more people’s attention?
Then it’s worth dedicating a landing page for the event. Landing pages are perfect additions for a Facebook event:
You own a driving school. Your service is clear and well-defined. But there are always more ways to sell your service. Your biggest problem is not having returning customers as most people only sign up for driving lessons once in their life. It’s hard to build up customer loyalty this way.
You should add another service to your portfolio which would bring returning customers.
This is where customer development comes in: speak with your customers to understand their problems.
You can test ideas based on customer feedback with landing pages. You may find out lots of them don’t drive after getting their license and they are insecure or feel a bit rusty when they do start driving again.
How awesome would it be to create a service based on this information? You already have the infrastructure for it. You only need a landing page to validate the idea and then to expand your portfolio!
You will always need landing pages when improving conversion rates on any of your pages.
A landing page is a sandbox for experimenting without any nasty or negative consequences.
Improving conversion rates is one of the hardest tasks you’ll face and it often entails meticulous work. You’ll need a flexible platform for this.
Landing pages are a crucial part of your digital inventory.
You can use them for:
Do you have ideas on how to use landing pages in your business?
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