Landing Page Testing
September 30, 2009 | Posted by admin Landing Page Testing
The questions asked after completing a landing page is “Will it work?”, “When?”, “How will I know?” Rather than splash the page all over the web slathering it with ad baited traffic you should have a plan of action, including a limited budget, and evaluation of performance based on conversions and user experience.
In order to gain a decent sample of users budget between $500 to $1000 to achieve a successful
test. Depending on the search phrases used or ads placed, the test may last 30 minutes or 30 days. In the end the information gathered about your landing page will be worth it.
There are six suggestions toward executing a successful landing page test phase.
- Create multiple versions of your landing page. Play around with text, image placement, usage of video, buttons, colors, etc.
- Sign up for either Google Adwords, Overture, or other Pay Per Click vendor.
- Create and ad campaign and separate ad groups to test each version of your landing page.
- Write an Ad that will be used to drive traffic to all your landing page campaigns.
- Run each group and evaluate the performance of the campaigns, and shutting down those that do not perform.
After you have completed your test you may want to create a hybrid page of the best elements of the successful landing pages. Make sure you run them against the other successful pages using the same Ad copy.
Here is an example of a landing page campaign used to promote Ad2action.com:
| Ad2Action A/B Testing for Front Landing Page | |||||||
| Page | Leads | Views | Clicks | Sales | %ofView | %Sales | Cost |
| Original Page | n/a | 18 | 0 | 0 | 0 | 0% | $50.00 |
| http://www.landingpagetemplate.net/sign_up_v2.php | n/a | 16 | 3 | 1 | 19% | 6% | $25.00 |
| http://www.landingpagetemplate.net/landing1_firstpage.php | 2 | 27 | 2 | 0 | 7% | 0% | $70.00 |
| http://www.landingpagetemplate.net/ad2action_v2.php | 0 | 19 | 0 | 0 | 0% | 0% | $50.00 |
| http://www.landingpagetemplate.net/tryit_995_v1.html | n/a | 21 | 4 | 0 | 19% | 0% | $55.00 |
| http://www.landingpagetemplate.net/tryit_995_v2.php | 2 | 15 | 2 | 0 | 13% | 0% | $40.00 |
| http://www.landingpagetemplate.net/tryit_995_v3.html | n/a | 21 | 7 | 0 | 33% | 0% | $54.00 |
| http://www.landingpagetemplate.net/tryit_995_v4.php | 2 | 27 | 2 | 0 | 7% | 0% | $70.00 |
| Affiliate Testing Pages | |||||||
| http://www.landingpagetemplate.net/affiliate_v1.html | n/a | 18 | 7 | 3 | 39% | 17% | $50.00 |
| Same as above only directed directly to the sign up page | n/a | 18 | 9 | 1 | 50% | 6% | $50.00 |
| http://www.landingpagetemplate.net/affiliate_v2.php | 2 | 25 | 2 | 1 | 8% | 4% | $46.00 |
| Total Cost of Testing | $560.00 | ||||||
Notice that the landing page that ends in landing1_firstpage.php had the most sales, but the tryit_995_v3.html had the most views. Which means that you could use landing1_firstpage.php if you thought it would bring you more sales, but is that the real issue at hand? Let’s take a closer look. tryit_995_v3.html is getting 33% of the traffic to the sign up page, but no one signed up. This tells us that this landing page is doing its job, however the next page is not. The next logical step is to work on the conversion rate of the sales page.
Categories: Landing Page Design | 
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