The first thing to do is to get several people who are unfamiliar with your site. One by one, sit them down in front of a computer, point them to the page you want to test, and then ask them to complete a specific task such as put a product in their shopping cart.
Pay close attention to how long it takes them to figure out how to accomplish the action you want them to take. Take notes on what they look at and click on and make changes based on what you observe. If you see people are having difficulty finding the button to add something to the shopping cart, change the button. Make it bigger or put it in a different place, or make it a different color. Then test again.
What if you don’t have a lot of friends to test web page? Google has a solution for you: It’s their website optimizer. If you’re not a programmer, you’ll need one to set up test for you, but if your testing allows you to increase your landing page conversion rate, the money will be well spent.
More: How to Write an Effective Landing Page
