How To Test a Landing Page
You would want to test a landing page to help realize higher conversion rates. Higher conversion rates could turn your website into a gold mine, and that’s for sure. You might have just created your own landing page and this question might have brought you to this article: How do I test a landing page?
Basic Steps in Testing a Landing Page
Before you can test a landing page, there are factors that you need to think of a bit more carefully.
First step. First of all, you better identify the goal of your landing page. Ultimately your goal is to get the attention of your visitors to whatever it is that you are offering and have them take action to your call. The percentage of page visitors taking action on your desired goal is called “conversion rate”. Your goal could range from downloading a software from a download landing page, completing a registration form, or completing a checkout page. If your landing page has been live for quite some time, but with low conversion rates for any of these goals, then you have to proceed to Step 2.
Second Step. The next step is for you to jot down a list of hypotheses why your conversion rates seem low. There are many factors contributing to low conversion rates. First of all, you need to be critical enough towards your landing page and put yourself in your visitors’ shoes and see if what you have designed should actually work. Cross examine on ways how you can improve this by using ideas which you can gather from web analytics data. You can get clues from the keywords searched by some visitors which you might not have thought of. Visitors who have landed on your page but did not see anything that they were looking for are the ones who click away elsewhere. Using such data helps you improve conversion rate. Usability testing also helps you test how effective color and size of your landing page’s call-to-action affects conversion rate.
Third Step. Your step 3 is to determine which testing to use. There can be many ways to test a landing page, but there are 2 most common types of land page testing: split testing (also called A/B test) and multivariate testing.
Ways to Test a Landing Page
A/B Split Testing
To illustrate better, we can have this situation as an example for split testing. You make 2 or more versions of a particular landing page. You have to make the various versions as different as possible, and you can only do that if you take some time to do some brainstorming. You can start testing with just two different landing page variations. Once you have the landing page variations ready, you run traffic to these different variations. You can use the necessary tracking tools for both landing pages and see which one would generate more conversion rates.
What leads to higher conversion rates will then save as your control. You can move onwards and do more variations of your landing page to do more testing, and then use the best performing landing page as your best practice to generate your desired revenue.
You might also want to know how do I test a landing page with multivariate testing. In multivariate testing, more than one component of a website are tested in a live environment. In essence, it makes use of simultaneous A/B tests on a single page. Multivariate testing is intended to test the effectiveness of unlimited combinations, with the limit being the time needed to get a valid sample of visits and computational power.
In testing a landing page, I use multivariate testing to ascertain which creative variation of a given landing page will produce the best improvement according to the goals of my website. I usually play with variations from trying out various combinations of copy text, landing page background colors, and selection of images for different landing pages. The important thing is for you to be able to identify the elements which produce the highest conversion rates increase.
There are many available tools which are helpful in testing a landing page. The most important part in testing is to learn from the results of these tests. You can click here to learn more about How Landing Page Test Results Can Lead to High Conversion Rates.