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.

- 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

  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

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