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A key element of your marketing automation or inbound marketing strategy is landing pages. Landing pages are necessary to convert visitors to leads via a form. Generally, there are best practices for common page elements that can improve your conversion rates. However,what’s good for the goose isn’t necessarily good for the gander.

Each of the main elements of a landing page should be tested to find out what works best for you and your visitors. Using A/B testing, you can gauge how visitors respond to different headlines, images or videos, text and form lengths.

You can also test whether you page should include website navigation or not. Common best practices state that website navigation, which could distract a visitor before conversion, should not be included on a landing page. However, it is possible that a your site visitors might be more likely to convert on a page containing navigation links.

Other elements to test include social proof (a widget that tells how many others like it), button color and page length. For more information, read Landing Page Best Practices You Should Still Test For Yourself from Hubspot.

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