Improve Your Landing Pages Before Publishing – PageInsider™ by Landingi
If you already know the basics of landing page creation, it’s likely you also know that after you publish a landing page, it often turns out that the campaign isn’t really as effective as you wish it was.
Is it possible to improve the effectiveness of landing pages before you publish them?
Well, yes and no.
There are indeed tools that – to some extent – allow you to predict which landing page’s elements will bring the users’ attention. If the analysis shows that the most important (in your opinion) elements of the landing page aren’t visible, then it’s possible to improve the layout even before the publication.
Such an analysis can be run in a tool called PageInsider™. It is the newest feature available in the Landingi platform and will show you predictions on how clear and user-friendly your landing page’s design is. This way, you can improve the landing page’s effectiveness even before the start of the campaign. This doesn’t mean that no A/B tests are required afterwards, but it will definitely help you make better design decisions.
In this post, you will learn how to:
- Run analysis using PageInsider™
- Draw conclusions from the predictions
- Interpret results obtained from AI’s analysis
Read on and learn more about ways to optimize your landing pages!
What is PageInsider™?
The tool is available for all the Automate users in the Landingi platform. It can be used to analyze effectiveness of landing pages before their publication, and is partly based on artificial intelligence.
PageInsider™ is built into the Landingi platform. To use it, simply access your account, open the list of created landing pages and select the one you want to analyze.
How exactly does this work?
To put it in more accessible language, PageInsider™ has analyzed enough landing page designs that it has learned to estimate which elements of the design work for such pages and which don't. While it won't analyze whether the copy is effective enough or guarantee that the CTA is compelling enough, it can point out which design elements will grab users' attention.
If you use this kind of effectiveness prediction tool before publishing a landing page in Landingi, you are more likely to predict whether your audience is paying attention to the elements they should notice.
The problem many marketers and creators face is that they don't really know how well their content will be received. And yet, regardless of the industry you work in, the landing pages you prepare must always address your customer. If you want to attract their attention and make them interested in what you are describing, you need to make sure that they understand what they’re looking at.
PageInsider™ may be your "design proofreader" who will check whether your content is clear enough for another person to understand.
Is design optimization difficult?
When I think of optimization and analysis tools, the first thing that comes to mind is a complicated graph that I can't even understand without specialized knowledge and skills. Often, even if we know that we should analyze traffic to a website or landing page and we understand that we can draw conclusions from this data, we're not sure either how to do it or where to start gaining knowledge. Besides, there are so many things that can be improved when creating a landing page that the very thought of it can overwhelm.
How does PageInsider™ compare to this?
First of all, the evaluation of your project should not take more than a few minutes. After that time, you can view the results and apply them to your project.
Secondly, in the tool itself you will find guides, explanations and tooltips that contain information on how to understand the results of the analysis, how your landing page compares to the average results and what to do to improve the overall score.
Take a look below – this is a sample landing page analysis made using the PageInsider™ tool. You may notice several different elements on it (colored areas and CTA button). The question is – how to interpret these results in practice and what to do with the obtained results?
How and why to use PageInsider™?
The three types of ratings that display in PageInsider™ in the Landingi platform are as follows:
- Clarity Score (overall percentage score on the left side bar)
- Smart Map (heat map – color-coded areas showing areas that the users will probably look at)
- Percentage of Attention (highlighted boxes with percentages that indicate how much attention an element is likely to attract)
How can you use this data to create a more effective landing page?
1 – The best layout
Truth be told, not every marketer is a great designer. If you make use of landing page templates, you probably make minor adjustments to them, perhaps changing the order of some sections, almost certainly changing the default graphics for ones related to your brand. A general design tip is: the fewer elements a user can focus on, the more likely it is that the most important information will catch their attention.
PageInsider™ will show you which images are interesting enough to keep the users’ sight on them longer or which layout is the clearest one. You can create several versions of a landing page with a slightly different layout, analyze them separately, note the results, and then compare the versions and see which changes affect the clarity rating. It's like A/B testing, but done before the campaign is launched.
2 – Comparison with other landing pages
To help you get an idea of how well your landing page design compares to other pages, take a look at the metrics on the left bar. The clarity score will allow you to see how accessible your landing page is. There is a four-point scale (excellent, good, average or poor). A poor score is a signal that there's something wrong on the landing page: usually it's too many elements and not enough space between them.
Pay attention to long blocks of text as well. Perhaps a better idea would be to shorten the descriptions and replace them with aesthetic illustrations that present your product in action?
3 – What affects performance and what is less important?
After a few rounds of adjusting different design elements and re-analyzing, you'll have time to notice which changes in a given design affect prediction the most, and which ones affect it less. Perhaps it doesn't make sense to focus on fine-tuning the small parts of an image description which don't grab attention anyway, and instead spend more time moving the headline to the area where users' sight is directed?
Example: reducing the amount of text improved Clarity score (by 5 percentage points).
4 - Grabbing attention fast
How to determine on which area of the landing page the user's sight is focused? Look at the areas highlighted in color after the analysis.
Truth be told, it's rarely the case that we read the most of the information on a page: Rather, we scan the text with our eyes to learn what it's all about as quickly as possible. This means you have a few seconds to grab the visitor's attention and give them a reason to read on.
Determine where your potential customers will look first and include there intriguing content that will encourage them to read the rest of your landing page. Remember not to try to put everything in the opening section, all at once. That future customer probably ended up on your landing page after they clicked on an ad or link that drew their attention. So you need to make sure that:
- make sure they got to the place they wanted to go,
- reassure them that they want to find out more.
This is a very difficult task, but it will turn out to be easier if you know where the customers are likely to look first.
5 – A look from the outside
It's always a good idea to show the finished landing to someone else, preferably someone who wasn't involved in its creation. This way, you'll learn if the content is as clear as you think it is, if the graphics fit, or if the crucial is visible enough. If you don't have anyone to check your design, a PageInsider™ analysis can serve just such a function and point out something you didn't think of at the website design stage. If you prepare landing pages on your own and need a look from the outside, run the analysis, review the results, and think about what conclusions you can draw.
No one likes to waste time and resources. If you use Landingi and have access to analytics in PageInsider™, don't hesitate to try it out and see how effective your landing page is. This way, you will get even more out of your marketing campaigns.