A landing page has several components. The most common of these components are the pitch, a subscription form, and a download button. Any of these components can be the subject of a landing page AB test. For example, let us say that you have a landing page that features a download button. You suspect that your landing page’s conversion rate is so low because you believe that the download button is not optimized enough. It could be that it’s located in the wrong position in the page. Or it’s designed using colors or fonts that don’t attract your visitor. However, you cannot be sure if these are indeed the reasons why your landing page is performing poorly. That is why you need to perform an AB test to find out if changes you make in the download button will improve the page’s conversion rate.
The same can be said about the other components of the landing page. In fact, you can split test several components of the page at the same time. However, this can become very complicated since you will be forced to work with a lot of data. That said, it’s recommended that you test the components one at a time. Never underestimate how much effect simple changes can make in a landing page. A simple change in the font used in a download button can mean a huge improvement in the conversion rate. A simple change in text color can also get the same positive results. The lesson here is these small changes can mean major improvements to your marketing program .
To set up a landing page AB test, you are going to decide first on which component of the landing page are you going to test. Is it the subscription form, the download button, the overall design, or the call to action button? Once you have decided on that, you need to create two or three versions of the page containing the changes you want to see in them. You then drive equal traffic and exposure to them and measure their performance. You can use Google’s Website Optimizer tool for free. All you need to do is create a Google account and go through the simple AB test setup, install some code on your site, and push traffic to the pages you want to test.
by Shawn Hickman – Contact firstname.lastname@example.org today to learn more.