When it comes to landing pages and conversion rate optimization (CRO), one size does not fit all. Not every company, campaign, or landing page has the same needs, so it is critically important to have a firm understanding of requirements and expectations before you pick a tool and begin testing. Before you sign up for a landing page testing product, make sure you’ve done some soul searching and scope considerations. Chew over these questions to help narrow down your list and make sure you’re starting in the right place.
1. Do I have a firm grasp of the data to do landing page testing?
Make sure you have a solid understanding of existing traffic sources and current landing pages. Having a good grasp on your data can help you determine which areas to experiment with and test to improve traffic. In this case, the landing page report within Google Analytics can be a good starting ground to identify the most impactful pages to test.
If your business is a lower-volume B2B company with very high cost-per-click (CPC), you might want to consider starting with some simple A/B tests of page layouts. If you have a high-volume lead gen business, then you might try multi-variant testing to measure the minute lifts that occur when you test new headlines and button colors.
2. Where do my problems really come from?
It all starts with the landing page, but many sites we encounter have conversion issues that fall.
Ensure that you have evaluated all conversion funnels. In some cases, engaging in a conversation rate optimization program might yield a stronger cross-site uptick in performance.
3. Do I know my resource constraints?
Effective landing page and CRO updates involve a number of different resources and skillsets that need to be aligned. A strong, diverse team of people can optimize your landing pages most effectively for testing. Consider consulting with experienced people from the following departments:
- IT: Tags need to be implemented, so recruit some support from IT to help with the process.
- Design: If you’re making changes to design elements to make your pages more appealing and usable, utilize some creative-minded, design-oriented people.
- Marketing/Approvals: Stakeholders’ input is very important when making landing page updates.
- Copywriting: Headlines don’t write themselves. And writing a dozen headlines for a dozen tests isn’t easy. A copywriter—especially one with experience in your niche—can create effective, updated, concise content for your landing page tests, down to every headline, sub-headline, and call-to-action.
- Analytics: Use Google Tag Manager and Universal Analytics to report on everything. This will keep your results measurable so you can implement new changes as needed.
4. Do I have time for it?
Seriously, there’s a lot of work that needs to go into the landing page testing process. Make sure you’re ready to put in all of the inputs and analysis to get the job done. For instance, if you’re doing A/B testing, it’s not as easy as simply testing two layouts and implementing the one that users like best. Once the better design is chosen, you’ll also have to optimize each and every detail, one at a time, for a layout that’s as effective and refined as possible. Testing can be a very time-consuming task.
5. Do I have good ideas?
“Hey… let’s put the form on the left and make our logo bigger!” Not all ideas are good. Make sure you get unbiased opinions on what you plan to do and use. Someone needs to tell it to you straight and help you sift the bad suggestions from the good. Input from other people also helps shorten the testing process by narrowing the pool of strong, testable ideas.
6. Do I have enough traffic?
Do you want results you can believe in? Make sure you are realistic about the volume required to gain statistically significant data. If the majority of your volume comes from paid media, it’s important to factor in the cost of media into any cost expectations for a landing page test. You also need to be realistic on the time it will take to yield good data if you have lower-volume campaigns.
7. What are my goals and expectations?
Understand your acquisition metrics, so you can start your CRO program with a specific goal in mind. Holding media and traffic acquisition costs constant, if you need to cut your CPA by 20%, then you need to improve your conversion rate by 20%.
There is no one-size-fits-all landing page method or approach. Make sure you’ve evaluated your own needs and the feasibility of a particular testing project before committing to a tool or technique. Above all, always work on improving the landing page and post-click experience for your visitors.
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