If we’re talking about a landing page that serves paid traffic visitors than multiple call to actions would probably negatively affect your conversion rate.

The only exception is in cases where you have multiple call to actions that serve the same purpose (e.g. three “buy now” buttons along the page), in which case that can actually boost your conversion rate and is definitely worth testing

Idan, what do you think of multiple calls to action on a page?

Hi Sam,

I’m glad you find the post useful.

Regarding the call to action I would say the most important aspect is the position, it must be above the fold.
I even recommend that you make sure it is above the fold for all the popular screen resolutions.

Thanks Joe!

Headline is indeed a key element in your landing page and I’ve found that from all other elements it has the most chances of making an impact on your conversion rate.

Using a keyword is very important if you’re driving traffic from Google Adwords since it will also affect your Quality score. If you’re using other channels as well I recommend testing non-keyword headlines as well.

Hey Eliran,

Google Analytics experiments is a great tool and it’s free but it has very limited capabilities.

If you’re interested in creating more complex tests, running a multi-variate test and have segmenting options for your test you should check out http://www.visualwebsiteoptimizer.com

Hey Seffy,

Using a hero shot is a best practice, which means that more often than not it would work better.

I suggest testing all options in order to “know” instead of “guess”.

Glad you liked it Craig.

I think advertisers should definitely put some resources into creating mobile optimized landing pages rather than just using their desktop optimized LP.

I would recommend using as few elements as possible on your mobile LP and to make sure each element (image, headline, call to action) is big and prominent.

And of course, A/B test it until you reach success

It’s great to have a checklist like this you can work through when testing a page.

What would you say is the most important aspect of the call to action? Position or Copy?