Thanks to the analysis, I was able to build a list of 17 ideas which could be tested on any homepage. It is important to keep in mind that what works for one site will not necessarily work for yours. Proper split (or multivariate) testing is needed to actually confirm whether a specific element has any effect on your conversions. And remember: Sometimes removing extra elements from your homepage can be exactly what it needs. Here is the final list:
- Test new homepage slogans.
- Add or change the description beneath the slogan.
- Test new phrases in the CTA – try the word “Free”.
- Make your CTA clearer by testing new colours and formats.
- Add one text field just before your CTA to make your visitors build commitment.
- If your sign-up form is short, test adding it to your homepage.
- Add a clients list – even having a few relatively unknown companies can help.
- Use a service like Userstats.com to quickly add social proof to your site.
- Ask your customers for testimonials.
- If you know a customer is really happy with your service/product, try to build a case study around them.
- Add screenshots to visually explain what your product does.
- If you have the budget, create a short video outlining the benefits of your product.
- Try get testimonials for each feature to explain the benefits in your customers' words.
- Make your features more benefit-oriented. Just answer: How is this feature helping our customers?
- Add a second CTA which links to your product tour.
- Add an FAQ area to your homepage answering a few of the biggest concerns.
- Include links to either your blog or your knowledge base in your footer.
The list above should give you a few ideas on what to test next in your quest to get even more customers to sign-up for your product or service. Before doing so, however, I recommend analysing your own homepage using:
- Heatmaps: to find the most important parts of your page.
- User Testing and Session Recordings to see if visitors are getting stuck.
- Surveys: to find out what your visitors think of your page.
- Form analysis: to determine whether your forms need improving.
Your visitors can provide you with the only feedback you will ever need - so make sure you're ready to listen.
If you're interested in a tool that includes Heatmaps, Visitor playback, Proactive Chat, Feedback & Exit polls, Online surveys, Recruit User Testers and Funnel / Form analysis in one simple to use and incredibly affordable app, I would recommend signing-up for Hotjar - www.hotjar.com).
Do you have any experiences with homepage testing? Do you agree or disagree with any of the ideas above? I'd love to hear about it - just comment below.