Best Tips For running A Landing Page Test
Most designers, usability specialists and management tend to rely on experience, gut instinct and their own opinion when deciding what’s best for customers. Landing Page Test is the only way to transform your pages turning them from a guess to relate with visitors.
This happens through use of precise placement and wording and driven by correctly interpreted and accurately collected data. There are 2 main types of testing: A/B testing or split testing and multivariate testing.
What is a landing page test?
A Landing page test involves assessing landing page optimization ;ensuring that the page stays optimized for visibility and to attract online traffic. Below are some of the elements one should consider testing:
The main headline
It contains summary illustrations of the product, offer or service’s core value proposition. It should match the ad visitors clicked to end up at your page.
The call to action (CTA)
It is in most cases a text button that represents your page’s conversion goal should be big and above the fold.
You can use a variation of the main photo if one is available, that shows your product or service that is being used in an appropriate situation.
This uses design principles to improve the appearance of your CTA in terms of contrast, white space and size. It could also be made bigger. The button color should have green for go, blue for the link color while orange and red could be used for emotional reactions.
You should minimize the fields visitors are required to fill. You can run an A|B|C|D|E test for information gathering to make an informed decision to the rate of abandonment allowed versus extra data produced.
Long copy vs. short copy
Experience proves that in most cases the short form is preferred unless it’s for certain products where details are opted for decision making. You can test that for confirmation.
This is where every element of your page should get conceptually aligned to both the topic and objective of the page.
Videos should be utilized on the landing page as they have been proven to improve conversion by approximately 80%.
What are the types of running a landing page test
1. A/B testing
This test is also known as also known as split testing and it compares two or more versions of a page against each other to determine performance. This happens by having half the visitors to the site seeing one version of the page and the other half the second version.
Generally it allows the visitor to evaluate the behavior of each to figure out one performs better.
2. Multivariate testing
This landing page test evaluates multiple variables unlike in AB or split testing. It tests multiple components of a page such as the image and headline with several combined variations tested concurrently to find the best performing combination.
Use of landing page test tools to test across devices, platforms and customer touch points that contain certain features for various tests making it best for developers and marketing teams.
The common Landing page test tools include:
• Google Analytics and Content Experiments
• PPC Advisor: Landing Pages and Leads by Wordstream
What are the must dos for a landing page test?
• Not settling for the first big win despite improving the conversion rate of your first test, there is always another way to make it perform even better.
In the first test; CTA, layout and form can be tested. Second; focus on the colors, imagery, and branding of the page. Third; improve user experience with color, contrast and layout.
• Run both A/B and multivariate tests (MVT). Running MVTs allows one to see multiple landing elements and their interaction with each other. It Further gives room for one to get the most conversions possible from a landing page.
• Nothing is too small to test. Some changes, though appearing small, may have a big impact on conversion rates.