As a part of your marketing mix, landing pages consume marketing resources. You put time, energy, and money into creating and maintaining these pages.
A well-built landing page brings in qualified leads and primes them to convert. A poorly designed landing page does not — and can have far-reaching consequences.
“If there’s a problem with your landing page, it causes a trickle-down effect that impacts everything from that point on, which can lead to wasted ad spend, unqualified leads, and frustrated sales teams,” Pilcher warns.
“Landing pages are always a little bit wrong, which is why it’s so important to strategically test and optimize them month on month.”
Pro tip: Based on our experience with thousands of marketers, we’ve put together a guide on best practices for optimization. Download our guide for a detailed list of optimization tactics.
Refine messaging and branding.
Personally, I find the landing page testing experience forces me to get better at explaining my brand and offers.
It feels like it emulates the Feynmann Technique in that you learn a topic more thoroughly with more opportunities to teach it to others. The act of testing, learning, and iterating helps more effectively hone what I want to say to the market and how I go about it.
I believe that’s especially true with complicated products and services. I’ve sold content team services that can get fairly complex, requiring knowledge from multiple disciplines and critical thinking about organizational structures. Rewriting landing page copy to explain an offer like that helped me tighten my messaging and make it make sense to my audiences.
How Landing Page Split Testing Works
Running a split test for your landing page is much like how you’d conduct A/B testing for any other piece of marketing collateral. While cambodia telegram data conversions are likely your primary business goal, consider what other outcomes (like user behavior and messaging refinement) you should measure.
Also, ensure you follow testing best practices, like:
- Define a clear hypothesis to test.
- Test one variable at a time to show causation.
- Check your page’s mobile version for inconsistencies.
- Give yourself enough time to test — at least a two-week testing window.
A/B testing software can help you put together useful tests and collect meaningful data for insight creation.
Roughly 44% of companies have deployed this idea was implement a testing solution to help them. If you want to join their ranks, we’ve recently compiled a list of the top A/B testing software.
Pro tip: Trying to set up your A/B test? Download our complete A/B testing kit, ready-made for your first (or next) landing page.
Landing Page Split Testing Ideas: 12 Places to Start
Now, the question is: What should business sale lead you test? Well, you have plenty of options worth testing on your landing page. Pilcher shares that whatever you choose to do, you should be thoughtful and methodical in your approach.