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Testing your personal injury law firm’s landing pages for website conversion success

Landing pages on your website are of no value for increasing your personal injury law firm’s business unless they succeed in getting your visitors to respond to the pages’ call-to-action. The ultimate goal, of course, is to get a viable client lead. To see if your landing pages are performing well, you need to test them from time to time.

Why is testing your personal injury law firm’s website landing pages important?

There are several reasons why testing your personal injury law firm’s pages are important.

  • You have only four seconds to capture the attention of your landing page visitor.
  • Landing pages are very vulnerable to abandonment. In fact, it is the most likely page for a visitor to leave within your entire website.
  • If you don’t test your landing pages, you may be throwing away your marketing dollars. You want to test to make sure you are getting the maximum return on your investment (ROI). Research shows that approximately 72% are not measuring their ROI. They may as well be throwing their money away.
  • Recent studies show that your conversion rate will improve the more you test and the more you optimize. We always recommend periodic Search Engine Optimization (SEO) for this reason. The more marketing dollars you put towards SEO, the higher your conversion rate will be. In fact, thirty-three percent of those who test their website show an increase of over 5% in their conversion rates. 

How to test your personal injury law firm’s landing pages

There are two accepted and effective ways to test your personal injury law firm’s landing pages.

  • A/B Testing: Marketers use this type of testing to gauge your landing page visitors’ response to design and content by comparing two versions of a page to determine which one is more effective. Do your visitors prefer version A or version B? It’s a great way to find out what you need to change on a landing page and what you need to keep.
  • Multivariate Testing: Instead of testing one page against another, this method tests several different parts of a particular landing page. As in an A/B testing, traffic to a page is split between different versions of the design, measuring the effectiveness each design combination has on the ultimate goal. Results show not only the most effective design, but can reveal which parts of the page have the greatest positive or negative impact on a visitor’s interaction.

What are the most important elements to test on a landing page?

Marketing Mojo created an excellent list of what the most important elements are to test on a landing page.

  • Page Layout: Should be clean and simple.
  • Headline Copy: Should appeal to a visitor’s need to know.
  • Visual Media: Test video against static images.
  • Calls-to-Action (CTA): Should be clear and easy-to-understand.
  • Button Design: Make sure your CTA button stands out.
  • Form Layout: When using a form, have as few fields as necessary.
  • Page Length: Keep your most important information above the fold.
  • Body Copy: Get more personal and write in the second person (“you” and “your”) and have content on how a visitor can benefit from your services.

If you need help with creating or conversion optimization of a landing page for your personal injury law firm’s website, give us a call at Group Matrix. As an experienced and professional marketing agency, we can help you with any aspect of your marketing plans and marketing strategy.

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