How To Test: 7 Steps to Landing Page Testing Success

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

Step 1: Trafﬁc

Determine Where Should
You Test

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.

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:

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
Based on your traffic review, decide
which traffic you will test on first.

Step 2: Messages

Determine Specifically Where You
Should Test

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

Get Your Messages Organized
Consider all your ads, ad groups,
campaigns, messages & get them
organized into topics & subtopics.

software
responsive
best

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.

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
Select a topic/subtopic to start testing on.

Step 3: Pages

Now You Know Where You
Will Test....

...but What In The Heck
Should You Test?

Message

Evaluate For 8 Landing Page Best Practices

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

2. Motivation Match
• Stays focused on a
specific action
• Visual continuity
• Specific

3. Actionable
Directional
copy
Easy choice
Mutually
exclusive

4. Focused Simple
One
call-to-action
Easy form
Simple, yet
engaging design

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

6. Scan-able Copy
• Content broken into digestible chunks
• Good use of white space imagery

7. Feel Good
Clear value
proposition
Customer-
focused
language
Multiple form
options for easy
sign up

8. Disposable
Expensive
Time Intensive
High Investment
Inflexible
Inexpensive
Disposable
Easy to Trash
Agile
Your

Decision Time
What aspects of your page can be
improved?

Decide On Testing Category
Design
Relevancy
Content
Offer
Experience

Design
• Page layout
• Form length or form style
• Images icons
• Visual emphasis or directional cue

Relevancy
• Increase message match
• Increase visual match with imagery mirroring
• Personalize the page by displaying the keyword or visitor's name
on the page

Content
• Improved value proposition
• Scan-able copy, bullets, tabs, etc.
• More or less page copy
• Interactive content
(accordions, lightboxes, etc.)

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

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
Decide on the category of test you are
going to run.

Key Concept: A/B Versus Multivariate

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

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.

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.

How To Test: 7 Steps to Landing Page Testing Success

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (15)

More from ion interactive

More from ion interactive (20)

Recently uploaded

Recently uploaded (20)

How To Test: 7 Steps to Landing Page Testing Success