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Test and improve is part of any internet marketing strategy.

Landing page probably is, from all the possible tests, the one that have higher impact, if you’re hoping to increase your online marketing results optimizing your landing pages will give the biggest bang for your buck.

A landing page is the page visitors arrive at after clicking on your promotional material as CPC, Email, CPA.

Your landing page has to convince the visitor to stay and (depending on your goal):

* Fill out forms
* Provide personal details
* Buy something
* Read a lot of information
Basically your landing page is your last chance to pitch your user/consumer, any flaw in site functionality and usability can cause you to lose the conversion.

But how to improve my landing pages? What should you test for landing pages?

#1. Headline copy

Once you have picked the perfect wording for your campaigns, *don’t* get creative with it. Keep the words in your campaigns and landing page.

#2. Kill all diversions and distractions

Pare your landing page to as few visually distracting items as possible so each clickthrough will focus on the path you want them to take. This may mean eliminating extra columns, sacrificing spare navigational bars/buttons and/or cutting unrelated graphics. The fewer distractions, the more chance clickthroughs will spend more time on the page.

If you have a hotlink on that page or an ad or anything that’s not what they clicked through to see, then it should be there on purpose. And if it’s there on purpose you should be measuring its value.

# 3 Start from the basic

- Stick your logo in the upper left corner.
- Pick a font and colors that match your site.
- Pop in your copyright and contacts in fine print near the bottom of the page.
- Include hotlinks to key elements such as Privacy Policy and Customer Service.
- Use the rest of the page for your content and hotlinks.

# 4 Do NOT test more than 2 variables

If you are testing design, just change an element from the design, do not change headlines or call to actions.

This will give you a real number of what have caused impact.

# 5 Keep testing, registering results and improving

More on landing pages here and here.

Cheers

Lucio ribeiro

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