What You Need To Know About Landing Page Testing
Great landing pages do not happen overnight or as a lucky accident. They are developed through many rounds of Landing page testing. Some successful, some not.
Keeping in mind the conversion improvement efforts and the various instances involved in landing page testing. One has to take care that the final landing page developed has all the qualities of a perfect lead generator.
Of course, while building a landing page, there are certain limits that must be kept in mind. Some regulations must be followed so that the landing page turns out to be perfect. Given below are some tips that will help enhance your Landing page:
Landing Page Testing: Start from Zero
Try A/B Testing to decide which landing page will work best if you two or three main ideas about your new Landing Page. You’ll get insight on real data about your ideas and will eliminate any assumption and guesswork.
So, once you have those ideas reflected on each one of your Landing Page variants, assign equal traffic to each and find out which one wins. In this way you can easily get maximum leads out of your landing page later and not fret about any loopholes you left on the way.
Landing Page Testing: Change One Component at a Time
And after making the changes, your conversion rate compared to the previous page goes down. But since you changed three landing page elements all at the same time, you don’t know what led to your falling conversion rate.
So, it is advisable to always test one thing at a time; choose what to test and find out what version converts better.
Landing Page Testing: Remember The Points You Have to Test
Even though you want to only change and split test one landing page element at a time, don’t limit yourself when you are choosing which elements to test.You can test almost everything: Headline, Sub Headlines, Calls to Action, Colors, Testimonials, Images, Videos, Length, structure even different kinds of content.
Doing so will ensure that you don’t miss out on the extremely important elements of the page that will later shape the basis of your landing page.
Landing Page Testing:Time Duration of A/B Tests
Don’t run your A/B test for too short a time period or for too long either. If you test for too short time period your results may be a statistical anomaly. They may not accurately describe the changes that you need to be make to improve the results.
Test for too long and you won’t begin implementing changes soon enough. Getting the right time for your landing page testing is equally important as designing your landing page.
Landing Page Testing: Run Both A/B and Multivariate Tests
Running multivariate tests (MVT) also has an important role in the overall testing plan because it allows you to see how multiple landing page elements interact with each other.
Multivariate testing allows you to quickly squeeze the most conversions possible out of a landing page. By testing different combinations of page elements, one is able to analyze how the entire page works together (or not) to assist in driving more conversions.
Remember, don’t settle for your first testing win. Continue to use A/B and multivariate tests in your Landing page testing to analyze broad elements like page layout as well as specific items such as call-to-action and button color.
Conversion improvement is a process that requires analysis and effort over time. It is well worth the time and effort since conversion improvements have a significant positive impact on the Landing page without requiring an additional media investment.