This is our ultimate list of 56 sales page optimization tests you can use to improve your conversions.
Whether you’re building a paid search landing page, a squeeze page, a sales page, an upsell page, a white paper landing page, a thank you page, or some odd configuration of the above, you’ll need to A/B test on-page elements to optimize for conversions.
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The Ultimate List of 56 Sales Page Optimization Tests
Here’s a bunch of things you might want to try to optimize your sales page:
1. When using logos, make sure that they don’t link out to anywhere else.
This way, they’re not escaping before converting, and will usually boost conversion rates.
2. Use headlines that convey a strong benefit, while being rooted in data.
For example, “Lift your conversion rates by up to 156% with this tool.” probably converts a bit better than, “Use this tool to increase your conversion rates.”
3. Make sure the CTA button is written in the first-person.
This usually results in a conversion rate lift over third-person.
4. Experiment with the size of your CTA buttons.
Larger buttons usually convert higher compared to tiny buttons, but after a certain point you might see negative returns.
5. Remove social media links in the footer if possible
They’ll distract users from the page’s goal, allowing them to abandon the page entirely.
6. Experiment with adding scarcity
Such as, “available only for a limited time.” This usually boosts conversions by a large margin with very little effort.
7. Try reducing the number of form fields.
Sometimes, just asking for an email and not a name may increase conversion rates by a small margin.
8. In terms of CTA button color, use a color that isn’t used elsewhere on the page.
Try orange or green as a control, then experiment from there.
9. Experiment with white space to help draw more attention to each element.
If your elements are too tightly-packed, this can be distracting and reduce conversion rates.
10. Try adding your logo on the top to let visitors know that they’re on the page they intended to visit.
This adds a heavy element of trust.
11. Experiment with adding the word “free” and “you” to elements above the fold.
This is usually effective at increasing conversions, but too many instances will have a negative effect.
12. For CTA wording, make sure to stay away from generic phrases such as “Submit”.
Experiment with phrases that are more literal and descriptive.
13. Experiment with images that preview what visitors will get by converting.
Increase and decrease the number of images above the fold.
14. Add security badges to let visitors know that their credit card information is safe, or that you accept PayPal.
These are absolutely necessary on pages that capture sensitive information, and will increase conversion rates most of the time.
15. For CTA wording, experiment with all lowercase or ALL CAPS.
I’ve seen a lot of success with all lowercase, and negative performance with ALL CAPS, but your mileage may vary.
16. Experiment with reducing the lines of fine print at the bottom.
The more fine print your landing page contains, the sketchier your offer is going to look.
17. If your offer contains a money-back guarantee, showcase it proudly around the bottom-most CTA button.
18. Include a progress graphic at the top of the page to signal where they’re at in the conversion process, and how many more steps they have left to take.
19. Experiment with testimonials from authoritative publications above the fold and around CTA buttons.
Make sure these publications are ones your target persona would most likely recognize.
20. Icons that show your number of followers and subscribers on social media may add social proof to a page and increase conversions.
21. Adding a limited-time discount may increase conversions if it’s not done in an overtly sleazy way that reeks of false scarcity.
22. Be careful of using scrolling testimonials.
Sometimes, you may get a conversion rate lift by splitting the testimonials into separate instances as opposed to cramming them into a slider, as not all testimonials will be immediately visible at a glance.
23. Experiment with a handwritten-style signature at the bottom if you’re selling an info product.
24. Add arrows to direct visitors towards your CTA button or lead capture form.
25. Experiment with different sets of bullet points above the fold.
Rotate the ordering of the bullets, as well as change up the copy entirely.
26. Try out different headlines and subheadlines in different configurations.
Try asking a question with the headline, then opening up a curiosity loop with the subheadline.
Or, open up the curiosity loop with the headline and add another loop to the mix with the subheadline.
27. Experiment with adding live chat to the landing page in order to address any potential objections right on the spot.
28. Experiment with using social proof popup software.
In our experience, this has increased conversions anywhere from 5 to 15 percent depending on the offer.
29. Add the word “now” to your CTA buttons to amplify urgency and immediacy.
30. Try a long-form sales page versus a shorter form minimalist page.
And see if there’s a dramatic difference in conversion rates.
There usually is, although it may be hard to determine the cause of the conversion decrease or lift.
31. Experiment with reducing the number of external links to zero.
Or close to zero in order to maximize time spent on the landing page itself.
32. A long field form might scare prospects into abandoning the landing page before they convert.
Make sure when you’re designing your form fields that your ask is equal to the offer.
33. If you’re promoting a webinar, the phrase “Save Your Spot” or “Reserve Your Spot” will usually bump conversions by a bit.
Although it’s starting to get a bit trite these days depending on which industry you’re in.
34. Try not to make unsubstantiated claims with your headlines.
Instead, go for a benefits-driven approach.
35. If you use a video on your sales page, make sure that it supports the headline and explains the solution and benefits in two minutes or less.
36. Be careful with stock photos.
They may not add tangible value to the landing page. Using photos or screenshots of the actual deliverable or tangibles may boost conversion rates.
38. Try adding a human element above the fold. This may increase conversions by a fair amount.
39. Experiment with pre-filling out contact forms with a canned response or different placeholder text.
40. Try splitting up a long form field into multiple short steps.
41. Vary the position of form fields.
Experiment with centering form fields versus having them off to the side.
42. Experiment with adding a CTA button directly after the first paragraph above the fold.
43. Add a countdown timer to the page.
This has been shown to increase conversion rates by up to 24 percent in tests that I’ve run.
44. When it comes to
45. When showcasing deliverables/products, lead with the benefits in the first few lines of copy.
46. Experiment with anchored discounts.
Show a larger number upfront with a strikethrough, then replace with a discount percentage and the current price.
47. If you currently have a coupon code field, try omitting it and see if conversions tick up.
48. Experiment with expedited delivery or a value-added bonus if the prospect acts now as opposed to waiting for a later date.
49. Try adding elements of humor in the copy and see if it resonates with your audience.
50. Reaffirm and state the fact that the prospect is under no obligation to make a purchase.
51. Add an element of scarcity below the CTA button above the fold.
52. Experiment with adding a sense of loss aversion.
53. Add a lot of personality to the landing page towards the bottom.
This can usually be accomplished with a short story.
54. State that the deliverable is not for everything, and list reasons why a visitor may be disqualified from making a purchase.
55. If there are multiple selections on the landing page, highlight one specific element and make it stand out from the rest.
56. Experiment with giving all new customers for a limited time a free upfront gift or a bonus of some sort as a gesture of good faith.
7 reasons why your sales page might not be converting well
For a bit of bonus further reading, here are a few reasons why your sales page might not be converting as well as you’d like, and how to boost those juicy conversions:
1. The immediate next step might not be clear.
If your CTA is hard to find or ambiguous, you might be bleeding visitors.
2. If your offer is complex and you don’t address the right objections or cover a certain point, this can create a lot of friction.
3. You might not be evoking the right emotion. Remember, always have the emotion be congruent with your offer.
4. Your traffic might be coming from the wrong place.
Even the most conversion-optimized landing page won’t convert traffic that isn’t interested.
5. If your offer is simple but the landing page is needlessly obtuse and overly complex, this can be a blocker as well.
6. Your page might not be trustworthy enough.
People are wary of sketchy marketing, and so over the top claims, lack of social proof, and poor design can majorly affect your conversions.
7. Your offer might be positioned wrong.
If your audience is looking for something specific and you aren’t giving it to them on the sales page, they won’t convert.
But yeah, hope this helps you out in your conversion rate optimization endeavors.
Feel free to share these tips with your friends.
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Award-winning growth marketing consultant and digital strategist with over half a decade of experience building brands, growing communities, and directing marketing strategy for hundreds of venture-backed startups, creatives, and companies worldwide. I help tech and ecom companies scale with growth strategy, copywriting, and CRO.