When It’s Time for a New Landing Page
There are easy things that tell you when it’s time for a new landing page. Tests could tell you whether or not your landing page needs an overhaul. Dropped conversion rates could be one factor that could tell that your landing page needs some major changes, although it might not always be the case. Do you know that for most industries, summer months would be slow time for conversions?
Conversions tend to slow down for too many reasons. Seasonality is one of them, but it should not be on top of the list of causes for conversion rates to drop. This is where consistent monitoring comes in as an important aspect to help you with your testing and tweaking in order that you could arrive at the perfect landing page combination.
If you have long experienced low conversion rates, and you suspect you need to do some landing page overhaul, you better think again. You might need to reconsider before you go all the way, as there other aspects that you need to look closely before you can really say when it’s time for a new landing page. Your Google quality score also tells you so much information as to whether or not you need a new landing page.
Low Conversion Rates Can’t Be Enough Reason For a New Landing Page
Even if you seem to be getting low conversion rates at this time of the year, it could be a great waste and disastrous to haphazardly make too much changes on your landing page, or to even have a new one. First of all, you better check on your historical data and see how well your conversion rates are around this time of last year. If it indicates that it was also low during this period of the prior year, then it’s a season thing. Otherwise, it is already a question on your landing page and it is adequate reason for you to determine other factors why your landing page has stopped working or seems to be working less.
Next, you better check your campaign. It makes a lot of sense to review the changes made on the day when you noticed your page conversion rates dipped. If the decline was gradual, you can guess it’s another issue. Otherwise, if it is an abrupt reduction in your landing page conversion rate, then it could be either because of a tweak you have done on the page, a bad bidding, a creative campaign tweak, or sadly a decline in your target market’s interest in your landing page offer. Such reasons are common, and you need to devote some time to identify which one.
How A/B Split Testing Could Help Tell You When It’s Time For a New Landing Page
In case you see a trend in the reduction of your conversion rates, it is best that you review the rest of your campaigns too. This might call for you to run a new landing page, though it is very important for you to avoid being hasty. Before you launch a new landing page, it is important that you perform an A/B or split testing in order for you to check if the new page works better than the old one. Only then will you be able to determine when it’s time for a new landing page. If you have time to move on with multivariate testing on a later time, it will be so much better.
It is absolutely not the time for a new landing page if you only think that you are just bored and tired of your landing page. Even if your page looks too old, it can be a very big mistake to make an overhaul, as it could mean wasting months, and even years of hard work. If your conversion rates are fine, your landing page should be working and there is no need to make drastic changes, which results to starting from zero. Any change needs to correspond to specific data from your test results and should never be randomly done just because you got bored and wanted to see some changes on your landing page. A simple A/B test will always work to tell when it’s time for a new landing page.