Landing pages [2/3] - Choosing a tool

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Landing pages are key to any digital marketing strategy. As explained in this article, with these conversion pages you can do many things, from building an email list to selling products or optimizing your SEO.

According to Hubspot, conversion rates are anywhere from 5% to 15% for typical landing pages while some optimized pages can reach conversion rates up to 30%!

Despite this fact, many companies still refuse to use landing pages, mainly for 3 reasons:

  • Landing pages are too complex to create.

  • Their landing pages can't reach sufficiently high conversion rates.

  • They do not know how to improve their landing pages.

Let's take a look at some tools that can be used to address those points.
Note we won't talk about tools that require some technical skills, like HTML5UP.

Unbounce

With a name suggesting that Internet users do not bounce on landing pages (as they convert), Unbounce is among the top tools for creating landing pages.

Its features are like those offered by its competitors: drag-and-drop creation, responsive mode, forms, A / B testing, multiple designs (templates), etc.

Unbounce offers a free trial of 30 days and a first plan at $49/month. It is also possible to register to their "startup package" which offers free access to many features including basic integrations (MailChimp, WordPress, Analytics), A / B testing and custom domain.

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Instapage

Instapage claims a conversion rate of 25% for all the pages created on its site. This certainly explains why Instapage is the favorite tool of marketing experts!

While most features are relatively like Unbounce, the Instapage Editor is easier to use and their starting price is cheaper ($29/month). It will cost you $55/month to access A / B testing features.

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Leadpages

Leadpages is quite popular amongst bloggers.

Its creation process is simple and fast but personalization is limited. Leadpages however proposes a wide selection of templates, which can be sorted according to their conversion rates.

The basic plan is $25/month but it will cost you $49/month to access A / B testing features. There is no free trial period but a guaranteed refund within the first 30 days.

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Launchrock

This intuitive tool is mainly used by startups who create pre-launch pages to build an email list and / or test the interest for a product.

The template selection is limited but the creation process is simple and the price more than affordable! Launchrock has a freemium model with free pages hosted under the Launchrock domain or custom domain at $5/month.

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Kickofflabs

Kickofflabs is a hybrid tool that brings together landing pages creation, viral referral and email marketing.

Landing pages are easily created and there is plenty of data to perform A / B testing. The recommendation system when someone enrolls also provides good results, while offering the opportunity to reward the best ambassadors.

There is a free trial period of 21 days, with Kickofflabs branding. It will cost you $27/month for a campaign with unlimited landing pages and $48/month if you want to add features like A / B testing, email marketing, viral boost system and leaderboards.

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OptimizePress

OptimizePress is a Wordpress plugin for creating landing pages. As it requires a bit of experience to start using it, it's not a tool for beginners. Once mastered, it allows a higher degree of personalization.

You can buy OptimizePress for $97 and support can be extended with annual royalties.

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A/B testing

A / B testing is comparing two versions of a web page (or application) to determine which one works best. Most often, this type of testing involves presenting two or more variants of the same page to random users. A statistical analysis then determines which variant gives better results for a given conversion objective.

In a web page, almost all items can be modified for split testing purposes, like:

  • Images, videos and colors

  • Titles, calls-to-action and descriptions

  • Layout and size of CTA buttons, menus and forms

A / B testing can also be used by developers and product designers to demonstrate the impact of new features on the user experience. User support, engagement and product experiences can also be optimized with A / B testing, if the objectives are clearly defined and the assumption is clear.

Do not forget A / B testing still requires a minimum sample size to achieve conclusive results. For a basic conversion rate of 3%, and admitting a MDE (minimum detectable effect) of 20% is sought, Optimezely recommends a sample of 12.000 people.

 

Testing and SEO

Because Google supports A / B testing, running an A / B test should not affect your SEO. But do not try to use a camouflage tool!

Cloaking is a practice by which search engines are shown different contents. In order not to be sanctioned for attempted camouflage, one should not abuse the segmentation of visitors.

From a more technical view, do not forget to use the attribute rel = "canonical" to point the variants towards the original version of the page in a split test with several URLs.

If you are running a test that redirects the original URL to a variation URL, it is recommended to use a 302 (temporary) redirect rather than a 301 redirect.

Finally, do not forget to remove all test variations as soon as the test ends and avoid running tests for too long.