Landing pages are important for monetization and require testing. Testing elements like headlines, calls-to-action, buttons, and page clutter can significantly impact conversion rates. Examples show redesigned pages increased conversions by 25% for Audible and 89.7% for uShip simply by reducing clutter. Testing different pages for desktop vs. mobile or branded vs. non-branded keywords can also yield gains of 5-8%. Magnify360 testing found version A worked better for Mac users before 11am with a 17% lift, while version B worked better for mid-week PC users with a 22% boost. Simple A/B testing provides a way to improve pages without complicated setup.

1. Landing PagesWhat does it matter in online marketing and why you need to test

2. Why Landing pages matterLanding pages are a key lever in monetization for the publisher and the advertiserAn example from Audible The chart below was a just not 25% increase in conversion, but also in affiliate payout without an increase in commissions

3. Testing is the keyYour gut is not good enough. You need to test. Elements that have a major impactHeadlineCTAButtonClutter on the pageBut you need to test everything

4. Zoomrang - Wider Funnel

5. Zoomrang - Wider Funnel

6. Zoomrang - Wider Funnel

7. Zoomrang - Wider Funnel

8. Zoomrang - Wider Funnel

9. Zoomrang - Wider Funnel

10. Zoomrang - Wider Funnel

11. Zoomrang - Wider Funnel

12. uShip - Whichtestwon

13. uShip - WhichtestwonVersion A, with the less cluttered design (among other differences), got a whopping 89.7% more form fills.uShip, a shipping and moving marketplace, conducted this A/B test on its main PPC landing page in-house using its own proprietary testing technology. Though the form’s button copy, offer, and form fields were identical, the two versions had different page and form headline copy. But most glaringly, the losing Version B was just much more cluttered with media mentions, trust icons, and “how it works” graphics.This is a great test to use to remind yourself every time you’re tempted to put a few more elements on a page, that generally less clutter wins hands down.

14. BaseKit’sredeigned increased conversion rate by how much?Old pageNew page

15. BaseKit’sredesigned increased conversion rate by how much?Redesigned pricing pageIn their own words, the variation had “Bolder, brighter, clearer pricing, nicer design, testimonial, more obvious currency selection.” Here’s how the variation looked like:Redesigned pricing page (25% increase in conversions)

16. Soocial – Visual Web optmizer

17. WikiJob – Visual Web optimizer

18. WikiJob – Visual Web optimizerA single (seemingly trivial) change was responsible for increasing sales by as much as 34%

19. Different pages for different keywords groupingsBranded Keywords7.9%Non-Branded Keywords5.6%

20. Magnify360 Day Parting and OS

21. Magnify360 Day Parting and OSmagnify360 used it's predictive DNA technology to find the best performing experiences for National University based on the magnify360 profile level optimization technology. Version A worked best for users on a Macintosh Operating system on weekday mornings before eleven am. It out performed Version B for these profiles by boosting leads by 17%Version B worked best for users on PC's from Tuesday thru Thursday. It out performed Version A for these profiles by boosting leads by 22% during the work week.The Client was able to use these results to tailor more specific tests for both Macintosh and PC users. Headline messaging and user interface for these two different personas varied. Both versions were kept running in a "multiple champion" approach that allows increased metrics for both segments.

22. Summary Testing mattersYou don’t have to have a complicated testing approach. Simple A/B testing can get you a long way. Better to test a little than not at allThere are easy ways to get some tests up and running. This does not need to be a lot of work.

23. ResourcesGoogle Web OptimizerWebsite and blogVisual Web OptimizerEasier to use than GWOFee $49 to $249 a monthWhichtestwon.comTestsAgenciesMarketing SherpaLanding page handbookWays to get lots of different designs inexpensively99 Designs