Landing page conversions
What you'll learn
1. The strengths of a competitor’s landing page to find opportunities for a competitive advantage
2. Potential improvements to your landing page based off points of friction
3. Whether customers are effectively moving through your purchase funnel or not
4. Points of confusion or clarity while contributors complete a flow
The typical landing page conversion rate across various fields is 9.7 percent, according to HubSpot. And despite landing pages being the least favored kind of sign-up form, they have the highest conversion rate at 23 percent. There’s no doubt, prioritizing your landing page helps ensure positive first impressions and customer loyalty, leading to higher conversions rates and lifetime values.
Through moderated or unmoderated testing, interviewing, recording, and observing your site visitors gives you another layer and dimension of understanding—that written feedback and analytics alone might not give you. By following along on a user’s screen as they interact with your landing page, this puts you in the user’s shoes and helps you see your landing page through their eyes.
If you’re creating a landing page for the first time, we recommend creating several design options before investing time and money into development. If you’d like test participants to serve as a “tiebreaker” for multiple designs that your internal teams can’t agree on, consider A/B testing. By featuring these preliminary designs in a study, hand-in-hand with this template, you’ll receive either validation of or new suggestions for your vision with contributor feedback.
Hear from our customers
Online gambling company Betway Group realized that their customers preferred using their mobile app over their website. Aiming to boost the percentage of customers who download the Android app in two targeted regions, Betway needed to leverage external landing pages. UserTesting’s contributors pointed out that the website’s language was overly technical while pop-up messages caused hesitation. Armed with this new insight, Betway created a new landing page dedicated to app downloads—seeing an increase in app downloads by 600 percent in the regions they were targeting. And internally, realizing the impact of CX, Betway’s various departments have increasingly asked for more human insight.
Additional resources
Now that you know how to use this template to fit your needs, dive into the resources below to learn how teams across your organization can rely on human insight to create successful, customer-centric products and experiences.
Forrester: UserTesting delivers a 665% ROI over three years
A recent Total Economic Impact™ (TEI) Study, conducted by Forrester on behalf of UserTesting, illustrates how organizations using the UserTesting Human Insight Platform can realize $2.03M in value and 665% in ROI over a three-year period.
