Unlocking Success: Optimizing Your Landing Page Metrics
- User Motivation
- Intent and Engagement on First Click: Use Click Tests to evaluate user behavior immediately upon landing. Identify which elements or sections attract the most attention and engagement. This provides valuable insights into users’ initial intent and what aspects of your landing page resonate with them from the start.
- Helio Example: The top 3 click locations are evaluated and compared across competitor landing pages. Typically, actions or features that attract more than 10% of clicks on a landing page are of high priority and engagement to visitors. Most competitors produced 35-40% of first clicks on their primary CTAs, like Get Started or Get Free CRM. Salesforce saw the highest concentration on their hero CTA, with 53% wanting to View Demo Playlist.
- Intent and Engagement on First Click: Use Click Tests to evaluate user behavior immediately upon landing. Identify which elements or sections attract the most attention and engagement. This provides valuable insights into users’ initial intent and what aspects of your landing page resonate with them from the start.
- Ability
- Usability of Features and Learning Components on Page: Conduct usability tests to evaluate how easily users navigate and interact with the features on your landing page. Include tasks that require users to explore different functionalities, ensuring that the page’s design and layout enhance user ability. This testing approach helps identify areas for improvement in terms of user comprehension and ease of interaction.
- Helio Example: click tests can also be used to ensure that interactive and information gathering components on the page are usable for visitors. For instance, 20% of participants flock to Zendesk’s hero video, a significant amount of a secondary CTA. By comparison, Zoho’s primary CTA only receives 16% of first clicks, showing that the exposed form on the landing page deters visitors due to its functionality.
- Usability of Features and Learning Components on Page: Conduct usability tests to evaluate how easily users navigate and interact with the features on your landing page. Include tasks that require users to explore different functionalities, ensuring that the page’s design and layout enhance user ability. This testing approach helps identify areas for improvement in terms of user comprehension and ease of interaction.
- Prompts
- Clarity of Messaging and Calls to Action: Use a combination of Impression Ratings and Free Response Queries to assess the clarity and effectiveness of your messaging and calls to action. Ask users to rate the clarity on a scale and encourage them to provide specific feedback on elements that either enhance or hinder the overall messaging effectiveness. This dual approach provides both quantitative and qualitative insights into the strength of your prompts.
- Helio Example: We expect positive impressions of your landing page to soar above 50%, while preventing spikes in negative impressions beyond 10%. Hubspot, Zendesk, and Salesforce do the best job of producing the desired reactions overall, while Zoho and Monday.com suffer from impressions of being overwhelming and confusing.
By analyzing free response answers, we can also see gaps in comprehension, surprisingly in one of the best testing variations: Salesforce’s Customer360. Despite the positive impressions and engagement that the page produces, the holistic product approach is less clear for participants who understand the CRM offer on competitor landing pages.
- Clarity of Messaging and Calls to Action: Use a combination of Impression Ratings and Free Response Queries to assess the clarity and effectiveness of your messaging and calls to action. Ask users to rate the clarity on a scale and encourage them to provide specific feedback on elements that either enhance or hinder the overall messaging effectiveness. This dual approach provides both quantitative and qualitative insights into the strength of your prompts.
