7 Steps to Landing Page Testing Success How to Test
Oct 17, 2014
7 Steps to Landing Page Testing SuccessHow to Test
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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
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Step 1: Traffic
Determine Where Should You Test
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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.
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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:
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Traffic Type Considerations Visitors & traffic patterns Testing opportunity
Paid Search Easiest place to startVisitors 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 convertVisitors arrive more spontaneously, traffic is steady
Conversion lift & learning
Social Low-hanging fruit Less predictable Conversion lift & learning
Considerations
Decision Time
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Based on your traffic review, decide which traffic you will test on first.
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Step 2: Messages
Determine Specifically Where You Should Test
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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
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Get Your Messages OrganizedConsider all your ads, ad groups, campaigns, messages & get them organized into topics & subtopics.
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software
responsive
best����������� ������������������ practices
case����������� ������������������ 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.
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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
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Select a topic/subtopic to start testing on.
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Step 3: Pages
Now You Know Where You Will Test....
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...but What In The Heck Should You Test?
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Message����������� ������������������ MatchMotivation����������� ������������������ MatchActionable
Focused����������� ������������������ &����������� ������������������ SimplePositive����������� ������������������ Call-to-actionScan-able����������� ������������������ Copy"Feel����������� ������������������ good"Disposable����������� ������������������
Evaluate For 8 Landing Page Best Practices
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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
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2. Motivation Match
• Stays focused on a specific action
• Visual continuity• Specific
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3. Actionable
Directional copy
Easy choice
Mutually exclusive
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4. Focused & Simple
One call-to-action
Easy form
Simple, yet engaging design
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5. Positive Call-to-Action
Gained-Focused or “Value” Button Copy
Effort-Focused Button Copy
GetViewEnjoy
DiscoverSeePlay
SubmitStart
ActivateLearnPayGo
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6. Scan-able Copy• Content broken into digestible chunks• Good use of white space & imagery
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7. "Feel Good"
Clear value propositionCustomer-focused language
Multiple form options for easy sign up
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8. Disposable
ExpensiveTime Intensive
High InvestmentInflexible
InexpensiveDisposable
Easy to TrashAgile
Your����������� ������������������ website����������� ������������������ Your����������� ������������������ landing����������� ������������������ pages����������� ������������������
Decision Time
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What aspects of your page can be improved?
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Decide On Testing Category
DesignRelevancyContentOfferExperience
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Design
• Page layout
• Form length or form style
• Images & icons
• Visual emphasis or directional cue
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Relevancy• Increase message match
• Increase visual match with imagery mirroring
• Personalize the page by displaying the keyword or visitor's name
on the page
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Content
• Improved value proposition
• Scan-able copy, bullets, tabs, etc.
• More or less page copy
• Interactive content
(accordions, lightboxes, etc.)
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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
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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
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Decide on the category of test you are going to run.
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Key Concept: A/B Versus Multivariate
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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
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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.
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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.
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Step 4: Create your test plan
Now, The Easiest Step.Document Your Test Plans.
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Included In The Test Plan:
Read more: An Awesome Format for Documenting Your Test Plans
Sample Test Plan
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Step 5: Run Your Test
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4 Testing Tips To Remember
1. Don't call the test too soon. Wait for statistical confidence
to be reached, even if you think you spot a trend or result
early.
2. Don't despair if you don't have a winner. Some tests end
in statistical draw. Evaluate the test for any potential lessons
& move on to the next test plan.
3. Be ready to be wrong, be ready to be right. The great
thing about testing is that you can leave opinions at the door,
and know with confidence what works!
4. Learn! There's a lesson in every test.
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Step 6: Analyze your test
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Bounce Rate
noun
the percentage of visitors to a particular website who navigate away from the site after viewing only one page:
"A rising bounce rate is a sure sign that your landing page is boring or off-putting…"
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Conversion Rate
conversion rate = number of goal achievements
visits--------------------------
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User Behavior
Analyze user click behavior & performance. Which behavior leads towards, or away, from conversion?
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Traffic Segment Variance
Use traffic source analysis to optimize media spend
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Step 7: Keep on rolling
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Repeat!
Read more: 4-Phase Landing Page Testing Process
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Ion's Customers Report:
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