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How to Test Your Landing Pages [Infographic]


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Seven steps to landing page testing success! This infographic takes you through seven best practices for testing and optimizing your landing pages for higher conversions.

1. Traffic — how to find your biggest testing opportunities
2. Message — where to test your various messages
3. Pages — what and where to test
4. Test planning & documentation — how to create a manageable test plan
5. Statistical significance — tips for running A/B & MVT tests
6. Analysis — how to analyze your tests to maximize learning
7. And scale —steps for maintaining a methodical & effective program

These simple principles will lead you to success and great results!

Published in: Business

How to Test Your Landing Pages [Infographic]

  1. 1. HOW TEST to YOUR LANDING PAGES The Basics A B What’s a landing page? It’s anywhere a web visitor lands after they click one of your ads, messages or links. An SEO landing page is one that a visitor lands on after clicking an organic search result. A campaign landing page is created specifically for advertising for the purpose of getting a visitor to take a specific action. [Example: filling out a form, downloading a white paper, signing up for a free trial or making a purchase.] Step 1: Traffic Where should you test? First, start by evaluating the scope of traffic to your pages: Where are you getting the most traffic? Where is your highest cost per click? Where is your lowest conversion rate? What is strategically, or even tactically, important to you? Where is your highest cost per conversion, or cost per lead? Decide what type of traffic allows for the biggest testing opportunity. PAID SEARCH TRAFFIC DISPLAY TRAFFIC LOW TRAFFIC • Audience lacks immediate intent • Audience searching for immediate solution and answers • Slow & steady testing • Great opportunity for conversion testing • Testing geared towards improvement and learning • Easiest place to start • Rapid and iterative testing approach • Designed for big innovative conversion improvements • Can take several test waves to gain learning and momentum • Steady & predictable incoming traffic HIGH TRAFFIC • May take several weeks (or months) to reach 80% statistical confidence • Continuously launch tests and apply learnings • Fastest results • Set at 99% statistical confidence Step 2: Message Okay, but where specifically should you test? With each type of traffic, there are any number of unique messages and traffic sources. PPC EMAIL For every email you drop, run a unique landing page test. Structure these tests to learn something new from each email drop. Keywords & ads in the ad group should maintain a high degree of relevancy on your pages. If they differ greatly, get granular and run several tests at once within a high volume ad group. DISPLAY The display landing page should mirror copy and use visuals from the ad. Visitors need to instantly recognize that they landed in the right place after they clicked on your ad. Think about your messages leading to your pages to determine exactly where you will test first. Step 3: Pages What in the heck should you test? Evaluate the pages you are currently sending traffic to on your selected traffic source and determine: What is the bounce rate? What is the offer, or the reason to convert? What is the conversion rate? Is the page using common landing page best practices? What is the conversion point? A. Decide what category of test you will run: DESIGN CONTENT • Change page layout • Test form length or form style • Test images & icons • Add visual emphasis or directional cues EXPERIENCE • Improve value proposition • Reduce content or simplify with icons • Make scannable • Try accordions or tabbed content • Microsite vs. landing page • Conversion path vs. landing page • Conversion path vs. Conversion path (mix up segmentation ) RELEVANCY OFFER • Highlight incentive • Make value of offer exceed value of conversion • Make offer more relevant • Improve ad copy message match • Improve the visual match to the ad B. Is this test wave innovative or iterative? OR INNOVATION ITERATION An innovative test wave tests two very different things against each other. In an iterative test wave you are testing elements in the champion to try to lift conversions further. C. Will you be conducting an A/B or multivariate test? A/B MVT OR TRAFFIC ............ ............ A ............ .......... TRAFFIC ........... B 5 Form Buttons 5 Images 5 Headlines A/B testing is when you test an entire landing experience against at least one other landing experience. MVT or Multivariate Testing is when you test many combinations of elements within a single page. Step 4: Create your test plan Now the easiest step—document your test plans. Documenting is a powerful way to help you ensure your testing approach is sound and keeps track of all your tests over time. Here’s what’s included in the test plan: WHAT? Describe the test in plain language. WHO? Identify the target audience and their behavior or context leading to the page(s). WHEN? When is the test going to launch, how long do you anticipate it will run for, and to what level of statistical confidence are you testing? WHERE? List the traffic source(s) you are running the test on. WHAT HAPPENED? When the test concludes at statistical significance, document what happened. Don’t skip this step! It’s an important part of your record keeping. WHY? Describe your hypothesis for why you are running this test. What level of statistical confidence is right for you? Select 80% to 90% confidence level: For shorter test waves. Use for lower traffic levels. Less confident results. Use for innovation waves where results are likely to be different between A&B. 80 % 99 % Select 90% to 99% confidence level: For longer test waves. Use for high traffic and ecommerce. More confident results. Step 5: Run your test Use your landing page platform and launch your test. Here are some tips to keep in mind: DO’S DON’TS { { Be ready to be wrong and be ready to be right - Avoid getting dogmatic about what will and won’t work. Test it. Learn - Test to lift conversions, be methodical and test to yield learning. Don’t call the test too soon - Don’t declare a winner until statistical confidence is reached. Don’t despair - Is your test a loser? No worries. Dig into the analysis to uncover some learning to help feed into your next test. Keep testing to get results. Step 6: Analyze your test Bring an investigative mindset to maximize your learning. When your test reaches statistical confidence, start analyzing the pages to see what you can learn and apply that learning to the next test wave. Consider the following: BOUNCE RATE USER BEHAVIOR CONVERSION RATE TRAFFIC SEGMENT VARIANCE A high bounce rate (75% or higher) indicates visitors aren’t finding what they expect on your page. Consider testing content and seek to increase relevancy on your next test wave. Compare & contrast the conversion rate between the control and the challenger. Inspect the pages to make inferences about why one outperformed the other. Review the page elements that are being clicked on, and determine which behaviors you want to increase, and which you want to try to minimize through layout. Consider the role the traffic source may play in delivering the audience you want to your pages. Determine if you want to shift media allocation, or the page layout to optimize for the audience that is most desirable. Step 7: Keep going Keep testing to scale your program methodically and effectively. Follow these steps: ✓ Start with traffic sources. ✓ Move on to type of test, using sound testing tactics. ✓ Document each and every test wave using the who/what/where/ when/why/what happened format. ✓ Use smart analysis to help you uncover your next steps and areas of opportunities when the test wave concludes. These simple principles will lead you to success and great results! Turn your click throughs into business breakthroughs with ion. 73% of our customers achieve 100%+ improvement in their digital marketing results, and more than half of them report 300-500% improvement. Call 888.466.4332 or +1.561.394.9484 or get started at 3 things you should know about ion 90% 73% 95% Positive ROI 100% Improvement Would Recommend