Landing pages are a great way of generating leads to our website or blog, whether they are email subscribers or buyers of a product. The two main problems that bloggers, marketers and business owners face here is often either creating the landing page or testing variations to optimize for conversions.
In this post I’m going to share you a collection of tools that will not only help you create powerful and striking landing pages but also test and optimize them to get some incredible results.
Create landing pages
There are a lot of different types of landing pages that you can create which include:
- Squeeze pages
- Sales pages
- Webinar pages
- Download pages
The ultimate aim of these pages is to provide a clear call to action for your visitors that will compel them to complete a particular action. This action could be signing up to your mailing list, creating an account on your website or purchasing your product for example.
The creation of any of these types of pages doesn’t have to be limited to those with coding experience or web developers – anyone can do it, with the help of some very powerful tools that I will talk about below:
Optimize Press 2.0 comes in the form of not only a WordPress theme but also a WordPress plugin too. You can use it to setup all sorts of landing pages that are easily editable with a handy visual editor – no coding required.
You also get a complete membership plugin which means you can build out fully fledged membership portals – pretty impressive stuff. It’s all mobile ready and the templates means you can get some great landing pages setup in around 10-15 minutes. Prices start from $97, so it’s not free but considering what you get for the price it’s worth every cent.
If you’re looking for some alternatives I have put together a list of landing pages plugins for WordPress that you can find here.
This is a free WordPress plugin from the team at Inboundnow.com – finding a landing page with this functionality for free is rare. You get a stock selection of templates to choose from which you can edit but you can buy additional templates through the plugin developers website.
As well as simply creating these landing pages you can also run split tests between different variations to find out which version is converting best.
This isn’t a free system by any means – prices start from $49 per month but the features you have here are amazing. Unbounce hosts your landing pages for you and gives you the option to use custom domains. You get access to a large selection of templates that you can edit using the drag and drop editor.
You can then integrate other marketing tools such as Infusionsoft, MailChimp, Hubspot, Salesforce and more. A/B testing is also made easy between all of your landing pages.
LeadPages is another powerful tool that offers similar features to Unbounce in the way that you don’t have to be using WordPress. Although integration with WordPress is a little more straight forward using the plugin that LeadPages have created.
There’s over 50 templates to choose from but you can customise them to suit your needs. One thing that I really like about this is the fact that LeadPages pride themselves on the loading time of pages and their template library can be ordered by conversion rate which is something that keep track of across the board.
Plans start from $39/month but you can save 50% by purchasing an annual account.
While KickoffLabs will help you setup landing pages like LeadPages and Unbounce, the platform is positioned differently. You don’t get unlimited landing pages on all accounts here, numbers are limited but it also works as an email marketing platform which means it fills the role of mailing list provider as well.
One particularly nice feature is the ‘magic contact data’ feature where all you need to do is get a visitor to enter their email and it will pull in their name, social profiles and location. This feature is limited to $49 per month accounts and above however.
If you’re looking for a budget system and don’t like the look of WordPress Landing Pages that I mentioned previously then Lander could be the option.
This system will let you design, publish and split test landing pages but don’t worry, you still get access to templates. The pricing system is based around monthly visitors to your landing page, so the free plan is a great way to test this out – it supports up to 500 visitors per month. That’s not too bad considering it’s hosted for you too.
On the downside you don’t get access to custom domains so you would be sending traffic to the Lander domain but the basic account at $25 per month will allow you the option to use custom domains.
Optimize landing pages
Just publishing your landing page and hoping for it to work just isn’t good enough, you need to create different versions and test them with each other. Templates are a great way to start but the harsh fact is that different demographics of visitors will react differently.
A few of the tools mentioned above will help you with testing and optimizing, but just in case you don’t have a system for optimizing them, here are a number of tools you can try:
Google Analytics has 2 individual tools that can help here; in-page analytics and content experiments. In-page analytics will help you determine how visitors behave on your landing page by showing you where they click and what percentage of clicks particular elements get. The other tool is content experiments, this used to be known as ‘Website Optimizer’ but was rolled into Google Analytics.
This allows you to add different URL’s to the system, add some code to your site and Google will split your traffic between these URL’s. There is also a WordPress plugin available which will make this much easier to integrate the content experiments code.
As a point of reference I wrote a post on Pro Blogger which shows a tactic for using content experiments to test large numbers of small changes for opt-in forms. This tactic can easily be used for landing pages in the same way.
Vertster isn’t a free tool, although is cheaper than a lot of tools since it starts at $15 per month what I like about it is that it provides a lot of different testing methods that other systems generally don’t support. These include:
- Multivariate testing
- URL split testing
- Variable rate or throttled testing
- And more
Clicktest is an interesting way to test out your designs; this differs to other solutions in the way that it provides users with the option to give direct feedback.
Simply take a screenshot of a number of different designs, pick a question for example “imagine you’re interested in buying a landing page creation tool, which design would you click on?” You can either choose to pay for credits or you can earn karma by giving feedback on other people's designs.
There are so many tools out there that can help you create and optimize landing pages, but have you had experience with any of them? I’d love to hear more about your results in the comments below.