Incremental improvements to your landing pages can have a significant impact on the volume of leads you generate.
Anyone actively spending their advertising budget on digital marketing can tell you how important it is to continuously optimize your landing pages to deliver more qualified leads and sales. Testing creative ad copy in your Google search engine advertising (PPC) helps to improve your visitor clickthru rate, but if your page doesn’t convert that visitor into a lead once they reach there, you’ve just spent valuable ad dollars for nothing.
Google search engine advertising is a direct response form of advertising–you’re reaching a potential customer at the moment they are very interested in your product or ready to buy–versus a brand awareness medium like display (banner) advertising that builds preference over time. For that reason, it’s far more critical that your PPC landing page converts that motivated buyer into a captured qualified lead, often and fast. The only way to know if you’re yielding outstanding landing page performance is through testing.
A/B Testing is a highly effective form of testing landing pages for optimization. It’s easy too. Start by taking an existing landing page or design a new one, decide what component you want to test–for example, headline and copy–create a separate version, and run them against one another. A fantastic tool that I use for running landing page A/B tests is called Visual Website Optimizer. It’s simple to implement, highly intuitive and very affordable.
A typical A/B test using Visual Website Optimizer would be to have a Control landing page (existing version) versus a Variant landing page (new version). Visitor traffic to your landing page is then split in real-time 50/50 without the website visitor knowing it. For them, it’s a seamless experience. For you, it’s an automated process provided by the tool that begins giving you real-time data. Run it for some time, typically 4 weeks, and you’ll begin seeing if the Variant is outperforming the Control, by how much, and a prediction of how likely it will be pronounced the winner.
Incremental improvements to your landing pages can have a significant impact on the volume of leads you generate. Testing copy, graphics, colour, and page layout can each have an impact on your landing pages ability to convert better. Some tests may prove inconclusive, and that’s perfectly fine. But, only through continuous testing will you find improvements ranging from the marginal to dramatic. Testing also provides you with great insight on what your online visitors respond to, which can be further reflected in other areas of your marketing.
Rajan is the founder and Editor-in-Chief of BIG Marketing for Small Business. He's an award-winning marketing strategist who is passionate about branding, digital marketing and social media. He spent nearly a decade as the marketing executive at global IT firm Peer 1 Hosting and was instrumental in their explosive growth.