Anatomy of a Perfect Landing Page Webinar: Q&A with Jeff Blettner

Written by Abby Nieten on November 5, 2014

Posted in Form Optimization, Webinars + Events

Last week, the Formstack crew hosted “The Anatomy of a Perfect Landing Page,” a webinar based on our popular infographic and dedicated to conversion optimization tips. Over 1,000 marketers registered to join our discussion, which featured Douglas Karr of Marketing Tech Blog.

Missed the webinar? No worries. You can catch the recording here. We had several great questions during the webinar that we didn’t have time to address live. Fortunately, Jeff Blettner (our Conversion Specialist and Webinar Talent) answered them below. Do you have any other questions that you’d like to ask Jeff or the Formstack crew? Let us know in the comments below!

Call To Actions

How do you feel about a CTA that offers a promo? Like a “buy one, get the second free?”
JB: Sounds great! It’s a tried and true offer. You’ll likely get many more clicks and conversions, but perhaps not make as much revenue than a regular offer. That’s why you should still A/B test the offers, then do post-test analysis to see if the “buy one, get one free” CTA generates enough conversions and revenue that will make up for the fact you’re giving away two for the price of one.

What is the advantage/disadvantage of placing the CTA form on the landing page, versus a new window or pop-up?
JB: Pop-ups can run into compatibility issues, especially on mobile phones. New pages (new windows) could be a good option if it’s a longer form and won’t fit on the landing page. But what’s nice about having the form on the landing page is that the visitor can see exactly how much info they need to fill out to signup, and it’s one less step to take to move on to next page.

A/B Testing

What do you recommend for sales landing pages that change on a monthly basis and having these pages tested properly?
JB: Do one test a month. You should be able to keep your “learnings” from month to month and improve page layout as you go. Or, if you have low traffic and need to test longer than a month, choose elements to test that are product-neutral – things like button text, page layout, or the amount of fields in a form.

What do you do if you cannot get 100 conversions on an A/B test?
JB: See below …

We handle B2B marketing for companies selling to small niches. They may only see 6 to 10 conversions a month. How do you do A/B testing with such a small universe?
JB: That is a difficult situation. Optimizely has a great article that discusses how you can approach this, along with a tool that calculates the amount of traffic you’d need to see in order to feel comfortable with the results.

But if I were conducting the tests, I would 1. test an entirely new landing page (bigger changes make bigger impacts on tests) and 2. let it run for 3-4 months. If the differences in conversions is greater than 33% (so perhaps 30 vs 20), then I think you have strong evidence of a winner or loser.

Landing Pages

I’m a newbie, so how do you set apart a landing page from your website? Are these usually links in ads or what?
JB: Landing pages are typically dedicated web pages that are focused on selling one offer or product. They generally are not linked directly from your website navigation, but rather linked to from web ads. They are hosted on your domain.

Can you recommend a simple, responsive landing page for downloading an e-book?
JB: There are a lot of landing page software solutions that could do what you need. Template and A/B testing solutions include Leadpages and Unbounce. There are also responsive frameworks available if you’d like to make your pages from scratch. The most popular ones are Foundation and Bootstrap.

You say that a landing page is the end of the road, but what if you have a lot of information you need to share about your product? At what point can you lay out the information without worrying about being too detailed?
JB: You can start with have a longer landing page, but have you form and call to action near the top so users can find where to buy easily. If you need another page with more info, you can have a “learn more” CTA towards the bottom of the page that leads to a new one, but still have the form and offer towards the top on subsequent pages.

Landing Page Elements

Hello! Should you always include the phone number at the top of the landing page and website address? Or can this go in the footer of the page and just have a contact us link and website link?
JB: Depends on if you want them to call you a lot or a little. They’ll find your number if they really want to call you, but if it’s not in the header, you’ll have a lot less calls.

How do you feel about a live Twitter feed at the bottom of the home page?
JB: Does everybody say nice things about you, and often? If not, you’re better picking and choosing the best tweets and posting them on your landing page instead.

Would you recommend completely removing persistent website top-navigation on landing pages?
JB: Yes. Navigation on landing pages (note, dedicated landing pages with offers, not website pages) is distracting. A/B test it if you don’t believe me!

I see some landing pages have pricing on them, and some of them don’t. Which is better? Is adding pricing on a landing page important or is it too commercial?
JB: It depends on your product or service, as well as its price. If it’s a free trial and you are at a higher price point compared to your competitors, having price on the LP will probably deter a lot of people from trying your product. If it’s a “buy now” option, then being up front about the price will be better than sticker shock later in the process. And, if it’s lower price and a better value, definitely show it off!

What is your preferred “Click To Call” software or service?
JB: Don’t have one, but have heard these two are quite good: LogMyCalls and IfByPhone