How To Test: 7 Steps to Landing Page Testing Success
 

How To Test: 7 Steps to Landing Page Testing Success

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Learn how to build a testing program from A-Z. How to Test focuses on the "how to" for planning your landing page a/b or multivariate tests from start to finish. ...

Learn how to build a testing program from A-Z. How to Test focuses on the "how to" for planning your landing page a/b or multivariate tests from start to finish.

- How to evaluate your traffic for testing opportunities & priorities
- How to determine what messages to test & where
- How to evaluate the performance of your existing landing pages
- How to plan, document and report test results & learnings
- How to use smart analysis to help you uncover your next steps

Even if you are already testing, you can benefit from these seven steps to landing page testing success!

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How To Test: 7 Steps to Landing Page Testing Success How To Test: 7 Steps to Landing Page Testing Success Presentation Transcript

  • 7 Steps to Landing Page Testing Success How to Test
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com What's Inside? • How to determine where to test • How to determine what to test • How to design the test plan • How to analyze the test • How to keep on going • Plus.... • Best practices • Controls, challengers and champions! • Understanding test waves • Selecting statistical confidence
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Step 1: Traffic
  • Determine Where Should You Test © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Evaluate Your Current Campaigns Use a simple chart like this one to evaluate your current marketing campaigns. If you focus on just one channel, like social, adapt the chat to identify performance of your primary vehicle.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Identify Optimization Opportunities • Where are you getting the most traffic? • Where is your lowest conversion rate? • Where is your highest cost per lead or cost per conversion? • Where is your highest cost per click? • What is strategically, or even tactically, important to you? Reflect on your traffic to determine the area of greatest opportunity for improvement. Consider:
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Traffic Type Considerations Visitors & traffic patterns Testing opportunity Paid Search Easiest place to start Visitors have intent, traffic is steady & predictable Conversion lift & learning Email Marketing Slower testing acceleration Visitors have interest, traffic is spiky Long-term lift & learning, each wave informs the next Display Advertising Harder to convert Visitors arrive more spontaneously, traffic is steady Conversion lift & learning Social Low-hanging fruit Less predictable Conversion lift & learning Considerations
  • Decision Time © i-on interactive, inc. All rights reserved • www.ioninteractive.com Based on your traffic review, decide which traffic you will test on first.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Step 2: Messages
  • Determine Specifically Where You Should Test © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Traffic Type Where to start Considerations Paid Search High volume ad group Relevancy — keywords & ads in the ad group need to be similar enough to maintain a high degree of relevancy Email Marketing Your next email drop! Unique landing page test for every email drop, designed for specific learning Display Advertising High volume buy Visual & message match from ad to landing page Social A campaign or message that will get significant click throughs Unique landing page test for each message, designed for specific learning Considerations
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Get Your Messages Organized Consider all your ads, ad groups, campaigns, messages & get them organized into topics & subtopics.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com software responsive best
  •   practices case
  •   studies Here's an example of four subtopics within the "landing page" topic. Since they are very different from each other, they require four unique landing pages. Select one subtopic for testing.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Determine Your Landing Page Ratio # ads ------------------- # of landing pages = Landing Page Ratio 100 ------------------- 10 = 10-1 LPR Read more: How to: Calculate Landing Page Ratio Try to hit a LPR of no more than 10 ads to 1 landing page.
  • Decision Time © i-on interactive, inc. All rights reserved • www.ioninteractive.com Select a topic/subtopic to start testing on.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Step 3: Pages
  • Now You Know Where You Will Test.... © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • ...but What In The Heck Should You Test? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Message
  •   Match Motivation
  •   Match Actionable Focused
  •   &
  •   Simple Positive
  •   Call-to-action Scan-able
  •   Copy "Feel
  •   good" Disposable
  •    Evaluate For 8 Landing Page Best Practices
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Message Match • Repeats call-to-action • Includes $1 incentive • Reinforces offer visually, with dollar bill image • Includes "America's #1 Online Provider" in headline
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com 2. Motivation Match • Stays focused on a specific action • Visual continuity • Specific
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com 3. Actionable Directional copy Easy choice Mutually exclusive
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com 4. Focused & Simple One call-to-action Easy form Simple, yet engaging design
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com 5. Positive Call-to-Action Gained-Focused or “Value” Button Copy Effort-Focused Button Copy Get View Enjoy Discover See Play Submit Start Activate Learn Pay Go
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com 6. Scan-able Copy • Content broken into digestible chunks • Good use of white space & imagery
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com 7. "Feel Good" Clear value proposition Customer- focused language Multiple form options for easy sign up
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com 8. Disposable Expensive Time Intensive High Investment Inflexible Inexpensive Disposable Easy to Trash Agile Your
  •   website
  •    Your
  •   landing
  •   pages
  •   
  • Decision Time © i-on interactive, inc. All rights reserved • www.ioninteractive.com What aspects of your page can be improved?
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Decide On Testing Category Design Relevancy Content Offer Experience
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Design • Page layout • Form length or form style • Images & icons • Visual emphasis or directional cue
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Relevancy • Increase message match • Increase visual match with imagery mirroring • Personalize the page by displaying the keyword or visitor's name on the page
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Content • Improved value proposition • Scan-able copy, bullets, tabs, etc. • More or less page copy • Interactive content (accordions, lightboxes, etc.)
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Offer • Change offer to be more valuable or relevant to the target • Sell it more — show the visitor what they get if they convert • Ensure your offer is perceived as valuable & concordant
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Experience • Test microsite against a landing page • Test a conversion path against a landing page • Test a conversion path against a microsite • Test two conversion paths against each other, with different segmentation options
  • Decision Time © i-on interactive, inc. All rights reserved • www.ioninteractive.com Decide on the category of test you are going to run.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Key Concept: A/B Versus Multivariate
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Key Concept: Test Waves Innovation Iteration ‣ Two or more different things against each other ‣ Good for lower traffic ‣ Less learning, more lift ‣ Rapid test & learn ‣ Smaller conversion lifts ‣ Good for Higher traffic Alternate between innovative & iterative test waves
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Key Concept: Controls, Challengers & Champions Control — the "original" version of your page; usually this is a top performer Champion — when a Challenger beats a Control, it is crowned the Champion. But not for long! When a new Challenger is established, it becomes the Control. Challenger — the version of your page that is being tested against your Control. Challengers are designed to improve conversions over a Control.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Key Concept: Statistical Confidence 80% 99% Shorter test waves. Lower traffic levels. Less confident results. Innovative tests. Longer test waves. High volume traffic sources. More confident results.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Step 4: Create your test plan
  • Now, The Easiest Step. Document Your Test Plans. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Included In The Test Plan:
  • Read more: An Awesome Format for Documenting Your Test Plans Sample Test Plan
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Step 5: Run Your Test
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com 4 Testing Tips To Remember 1. Don't call the test too soon. Wait for statistical confidence to be reached, even if you think you spot a trend or result early. 2. Don't despair if you don't have a winner. Some tests end in statistical draw. Evaluate the test for any potential lessons & move on to the next test plan. 3. Be ready to be wrong, be ready to be right. The great thing about testing is that you can leave opinions at the door, and know with confidence what works! 4. Learn! There's a lesson in every test.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Step 6: Analyze your test
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Bounce Rate noun the percentage of visitors to a particular website who navigate away from the site after viewing only one page: "A rising bounce rate is a sure sign that your landing page is boring or off-putting…"
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Conversion Rate conversion rate = number of goal achievements visits --------------------------
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com User Behavior Analyze user click behavior & performance. Which behavior leads towards, or away, from conversion?
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Traffic Segment Variance Use traffic source analysis to optimize media spend
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Step 7: Keep on rolling
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Repeat! Read more: 4-Phase Landing Page Testing Process
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Ion's Customers Report:
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com