Your SlideShare is downloading. ×
0
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
How To Test: 7 Steps to Landing Page Testing Success
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

How To Test: 7 Steps to Landing Page Testing Success

5,831

Published on

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!

Published in: Business, Technology
1 Comment
15 Likes
Statistics
Notes
No Downloads
Views
Total Views
5,831
On Slideshare
0
From Embeds
0
Number of Embeds
17
Actions
Shares
0
Downloads
93
Comments
1
Likes
15
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 7 Steps to Landing Page Testing Success How to Test
  • 2. © 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
  • 3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Step 1: Traffic
  • 4. Determine Where Should You Test © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 5. © 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.
  • 6. © 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:
  • 7. © 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
  • 8. 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.
  • 9. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Step 2: Messages
  • 10. Determine Specifically Where You Should Test © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 11. © 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
  • 12. © 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.
  • 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com software responsive best

×