A great landing page can be the difference between a product or service that sells like hotcakes and one that stagnates. All too often it can be the landing page itself that is turning potential customers away.
In order to combat that, there are a number of great landing page optimization tools that can be used to take a behind the scenes look at what’s working, and what might be missing the mark.
With this list, we wanted to highlight some of the best tools we’ve seen out there to help improve landing page optimization.
Let’s take a look:
The hub is a community of professionals who will use and test each others sites. When you sign up you can set specific demographics and even invite you own friends. Three different types of tests are allowed to be run: click tests, nav tests, and five second tests. If you participate and give feedback for other people’s tests, the site can be used for free.
Try: Usability Hub
Intuition HQ is another site for usability testing. The main benefit of this site is that it provides detailed heat maps showing both where the site was clicked and the number of clicks that were generated. Participants can be asked to do specific tasks while the average time it took for each user to complete the proposed task is tracked.
Try: Intuition HQ
Pingdom Website Speed Test
A simple and free but effective tool, Pingdom’s Website Speed Test has one goal, to measure how fast a landing page will load. Since slow load times can dramatically impact conversions, this will give you the quick and dirty. Plus, the speed test will also show if any files, scripts or images might be dragging the page down.
Try: Pingdom Website Speed Test
Landing Page Grader
If you’re using PPC to drive traffic to your landing page, then it’s a good idea to take a look at this free tool. It works in conjunction with your AdWords account (once your AdWords conversion pixel is installed) to grade landing pages based on keywords, form, settings and even competitors to ensure it is optimized for conversions.
Try it: Landing Page Grader
If your landing page is form heavy or requires a lot of information to be filled out, ClickTale is the tool that can help improve the conversion rate. It works by focusing in on which specific form fields are slowing potential customers down, or worse, causing them to actually leave the landing page altogether.
Two types of tools are included in this suite, both conversion tools and user interface tools. This helps make it a great and comprehensive two in one tool that allow you to collect data on everything from click tracking to conducting split tests. It also provides the opportunity to collect real time feedback from landing page visitors.
Try: Usability Tools
Sometimes having a visual representation of data is the best way to go. CrazyEgg gives you this and more, with detailed eye tracking and heat map reports. It gives you a very easy way to understand exactly what parts of your site are performing and where potential customers are being lost.
Google Analytics (Experiments)
Google Analytics is a comprehensive free tool that can also work really well for testing landing pages using its Experiments function. Analytics will give you the basic core information you’ll need if you want to begin understanding how to test landing page conversions, but you will have to create multiple pages for the best results.
Try: Google Analytics
Co-created by Dan Siroker, also known as the Director of Analytics for the 2008 Obama Campaign, Optimizely is an easy way to test and improve landing pages. Focusing primarily on A/B Testing, you can easily test headlines, copy, layouts and images without changing a line of code.
Visual Website Optimizer
This is another comprehensive tool for digging deep into A/B and multivariate testing without having to know much about coding with their What You See Is What You Get (WYSIWYG) editing system. Some of the best features of VWO include the ability to go beyond just heat maps to digging into both usability testing and behavioral targeting.
Unbounce is not only a landing page creator, complete with a number of pre-made templates, but it also comes with a suite of testing and optimizing tools, like A/B testing without needing the IT department. It also helps that Unbounce integrates with a number of other tools like MailChimp and HubSpot to name a few.
Ion (also known as LiveBall) is another all in one type of tool that combines a landing page builder with advanced data, testing, analytics and tracking all built in. Something like Ion is a great tool for marketers who are looking to launch quickly and still want to be able to have in depth testing and tracking of conversion rates.
Try: Ion Interactive
For a deep dive into advanced analytics, Mixpanel works on both mobile platforms and the web. What separates this tool from many other similar analytics is that it gives users the ability to continuously push insights. Plus, instead of simply tracking page views, it actually tracks the actions your users take on the landing page.
Did we miss any of your favorite landing page optimization tools? Let us know in the comments.
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